I Shouldn’t Have To Post A TikTok Each Day

I Shouldn’t Have To Post A TikTok Each Day.

Dawg, I got bad news. I have been doing this for quite a while, and I have, of course, met many people who have been doing this longer. But this is just straight-up untrue, and I can hear a lot of things about how grueling the grind is from our day jobs and the mental health issues we all have in this modern era making things difficult. But when it comes to the time and effort you need to put into promoting your music to get it heard by millions of people, this is just totally untrue.

Even a decade ago, musicians had to go on radio tours from station to station. Hell, this still happens to break country artists today since that system is still incredibly gatekept. But a group like Radiohead literally made a movie about how awful it was to be breaking a band in the 90s, having to do interviews all night and day before and after shows, and traveling and saying the same thing over and over. And yes, those groups were paid way better than you, and if you blew up then compared to now you'd make way more, but the amount of hours they had to put in to get discovered and have millions of people hear their music is far easier for anyone making music today.

Groups in the 80s, every time they played a show, would have to put mailing list labels on every letter and spend a ton of money to get people out to shows or spend hours printing and flyering for each one. You now do this from home in a few minutes.

Sorry, it's not comparable how much easier you have it aside from that whole pay thing (which is a big deal).

Posting Three Times a Day is a Full-Time Job

But too often, right after that, I hear, "Jesse, it takes a long time to make 3 videos a day, never mind for 60 days to promote your song. That's 180 videos; that's a full-time job". While if you want to be the next Charli D’Amelio or Tube Girl you should definitely post 3 times a day, most of the artists whose songs are going viral aren't even posting every single day. Now some of them already had big platforms so a lot of them didn't need to do that since their posts are more effective than yours and the algorithm knows who they are and doesn't know who to send you to But really most of the artists I study to break down on my member feed and in this newsletter who are blowing up from really small followers accounts seem to do best in the 3-7 Videos a week range by focusing on good ideas and quality posts that align with the emotion of their and there's some outliers who post more than that doing replies, stitches and duets but that really seems to be the average for what I see blowing up artists which amounts to about 1/3rd of that 180 videos that I hear people freak out on me about.

But the real reality is if you're trying to get your music heard, dedicating yourself to trying to post 7 times a week you'll be doing right by your music.