Most artists make content from the artist’s point of view. That’s the problem. If you want growth, you have to think like a stranger — the person who doesn’t know you, doesn’t owe you attention, and will give you three seconds, maybe twenty if you earn it. Everything you publish should pass that test: would a stranger care?
Table of Contents
Think Like a Stranger
Open your app and scroll for one minute. How much patience do you have for a post that isn’t obvious or instantly gripping? Exactly. Now look at your own content through the same lens — think like a stranger.
- Cinematic intros: You love them. A stranger sees three seconds of nothing and swipes. Start the music, the face, the hook now.
- Live show phone videos: If your audio isn’t pulled from the mixer and your shots aren’t tight/clear (faces or big crowd with light), it looks dark and muddy. A stranger bounces.
- 15-minute “statement” tracks: A stranger sees a 15:00 timestamp and a play button. They’re not trying to invest. Cut a 20–60s version that lands the punch.
- Genre zig-zags: In your head it’s versatility. To a stranger it’s confusion. They visit your page and can’t tell what you actually do.
- Behind-the-scenes & interviews: Fans love this. Strangers don’t know you yet. Earn the right first.
- Travel vlogs and off-brand creator content: It can attract the wrong audience. They’ll follow for the vlog, not the music — and disappear when the music shows up.
Strangers don’t owe you context. You have to earn it. The only way is to think like a stranger, show the face, show the talent, and show it fast.
Top of Funnel: Content That Wins the First 3–20 Seconds
New fans start as skeptics. Your job is to remove doubt in seconds. That means top-of-funnel content that is short, sharp, native to the feed, and unmistakably you. If you truly think like a stranger, you’ll build with these rules:
- Lead with clarity: Face, voice, instrument, bar — whatever proves you in under two seconds.
- Design for retention: Cut dead air, intro slates, and long setups. Add movement, micro-cuts, lyric on-beats, and visual resets every 1–2 seconds.
- Native framing: 9:16 vertical, bold mid-framing, clean lighting. Subtitles if it’s spoken/sung.
- One idea per clip: Don’t cram. One verse, one riff, one hook, one payoff.
Remember the real metric: average view duration. A flatter retention curve equals more distribution. Earn seconds first; minutes come later.
Bottom of Funnel: Content That Rewards People Who Already Care
Once someone has seen you enough times, they’re ready for depth. This is where longer videos and context live. Think like a builder, not a broadcaster:
- Fan content: Music videos, sessions, in-studio performances, behind-the-scenes, longer interviews, experiments.
- Growth content: Short performance reels, tight freestyles, micro-moments, previews — the front door to your world.
Don’t confuse them. Strangers get clarity; fans get context. If you don’t think like a stranger at the top, you’ll never earn the chance to go deep at the bottom.
Fix the Common Mistakes (Fast)
- Cut the intro: Start the song/action on frame one. Title cards belong in the caption.
- Upgrade audio & light: Lapel or board feed + key light = instant watchability.
- Split the long idea: Post the 20–60s banger first; link out to the full cut later.
- Clarify your lane: Pin three reels that show your core sound/identity — then experiment.
Targeting Reality Check
Even perfect content fails if you show it to the wrong people. Define who you’re for and where they live in the feed. Start by defining your real audience, then push consistent top-of-funnel clips that match that audience’s platform behavior. Remember: you have no leeway with strangers. Prove it first, explain it later.
Meet People Where They Are (Then Expand)
If your world already lives on Instagram, dominate Instagram. If your audience is global and older, Facebook Reels may outperform. Post natively, build familiarity, and retarget inside that ecosystem before you push people to new platforms. When you truly think like a stranger, you meet them where they scroll — not where you wish they were.
From Idea to Execution
- Brainstorm like a stranger: Would this hook me in two seconds?
- Shoot for vertical: 4K master; crop to 9:16 for reels/shorts.
- Edit for retention: Trim, tighten, reset. Watch your first three seconds 10×.
- Publish with purpose: Caption = clarity; hashtag = category; CTA = next step.
- Retarget: Show the next clip to everyone who watched the last one.
Don’t Mix Your Messaging
If you’re a rapper, rap. If you’re a singer, sing. Don’t smokescreen strangers with travel vlogs and food reviews. That’s fan-stage content. To grow, you must think like a stranger and show the thing they signed up for — immediately and consistently.
Turn Strategy into Action
If you’re ready to take action on this kind of strategy, check out our campaigns and services that address just this issue:
360 Promo is a full-service music marketing, promotion, distribution and admin company. Learn more about us and what we do at 360 Promo, follow us on Instagram and contact us to tailor a plan that works for you.