How to create a good Spotify pre-save campaign

Planning out an effective pre-release strategy is essential for artists in today's music industry. While there are a lot of different elements to consider, Spotify pre-saves have become essential. Pre-saves not only increases engagement but also ensures that your upcoming tracks will be available for streaming as soon as they are released, boosting week one streams. Whether you are a new or established artist, knowing how to create a successful pre-save campaign can greatly improve your online presence and expand your reach.

This guide will walk you through the necessary steps to plan and execute a pre-save campaign that will resonate with your audience. From the importance of early planning to selecting the right platforms, we'll cover all the essential steps. You'll learn how to collect contact information from your fans to keep them updated, promote your campaign efficiently, and interact with your audience in meaningful ways. We'll also show you how to track your results to improve future marketing strategies. By following these steps, you'll be on your way to making the most of your pre-release strategy on Spotify.

Why use a pre-save campaign for your music?

A Spotify pre-save campaign can be a game-changer for your pre-release marketing efforts. One of the most compelling reasons to use a pre-save campaign is that fans who pre-save your music are much more likely to listen to it on release day. Pre-saves can take many forms, but typically present fans with a simple button that allows them to connect with their favorite streaming service. Your release is then added to their library automatically on release day. This immediate engagement ensures that your new tracks get the momentum they need right from the start, increasing the chances of them climbing the charts and reaching a wider audience.

A well-executed pre-save campaign can generate excitement and buzz around your new music. By building anticipation, you can create a sense of urgency and exclusivity that encourages fans to actively participate in your release. This heightened interest not only leads to more streams on release day but can also translate into increased sales. The buzz generated by a pre-save campaign can extend beyond your immediate fan base, attracting new listeners who are curious about what all the hype is about.

Pre-saves also provide valuable data and insights about your fans. Understanding who your audience is and where they are located can help inform later decisions about touring and merchandising strategies. For example, if you notice a significant number of pre-saves coming from a particular region, you might consider scheduling a tour stop there.

One of the most strategic advantages of a pre-save campaign is the ability to collect fan contact information. When fans pre-save your music, you have the opportunity to gather their email addresses and phone numbers. This contact information can be invaluable for future marketing campaigns, allowing you to keep your fans informed about upcoming releases, tours, and other important updates. As social media algorithms make it more difficult to reach your audience, direct contact via email and SMS is becoming increasingly powerful.

Build a strategy early and stick to it

Creating a successful Spotify pre-save campaign begins with a well-defined strategy. The earlier you start, the more time you have to refine your approach and ensure every aspect of your campaign is tailored to your audience. We suggest building out a campaign at least three months before release day. This allows for plenty of time to roll out content during the campaign and keep fans engaged.

Once your goals and audience are defined, the next step is to develop a structured content calendar and social media strategy. A content calendar serves as a roadmap for your pre-save campaign, outlining what content to share and when. This can include teasers, behind-the-scenes footage, exclusive previews, and countdowns. A well-planned content calendar ensures continuous engagement and keeps fans excited about your upcoming release.

Consider where you want to host your pre-save. Do you want your pre-save to live on your own website or do you want a separate link to share? You'll also want to be sure that your pre-save is customizable so you can control messaging and design to fit your brand.

Choosing the right pre-save platform is another essential aspect of your strategy. There are several platforms designed to support Spotify pre-save campaigns, each offering unique features that can enhance your campaign's impact. Spotify has also recently incorporated a native pre-save feature that allows fans to connect directly in the app. Which one you choose will ultimately depend on the best fit for your goals and fan outreach.

Choosing the right pre-save platform

When planning a Spotify pre-save campaign, selecting the right platform can significantly impact the success of your pre-release marketing strategy. One of the key considerations is flexibility and user control. A platform that allows for extensive customization can help you create a unique and engaging experience for your fans. Additionally, compatibility with multiple streaming services can broaden your reach, ensuring that your pre-save campaign is accessible to a wider audience beyond just Spotify. This multi-platform approach not only maximizes your exposure but also enhances the overall effectiveness of your campaign. You'll also want to consider where you'd like to host your pre-save and how you'll share it with fans.

Here are our top recommendations for the best pre-save platforms for Spotify:

1. Sonikit - Embed pre-saves directly into any website or share a customizable pre-save countdown page with multiple streaming services.
2. Feature.fm - Share a link to an external site with a list of links to each streaming service where your pre-save is available.
3. LinkFire - A link-in-bio-style website that you can share with fans with quick access to pre-save links

Collect fan emails and phone numbers to keep them updated on announcements

Besides the pre-save itself, it's essential to collect fan contact data during your campaign. By collecting this information, musicians can keep their fans informed about upcoming releases, tours, and other important announcements. One effective way to encourage fans to sign up is by offering exclusive perks and early access to new music. This not only incentivizes fans but also builds a sense of community and loyalty.

To streamline the pre-save process and efficiently collect contact information, it's important to make the sign-up process as seamless as possible. If possible, integrate data collection directly into your pre-save tool. That way fans have fewer clicks and can pre-save and sign up quickly. You should also have a standalone link to your sign-up forms that can be shared directly for fans to access via social media or your website.

There are a ton of different email and SMS marketing platforms to choose from. The right fit will depend on your goals and audience size.

Here are our top recommendations for the best email and SMS platforms for artists:

1. Mailchimp - Great for flexibility and segmenting audiences. With a new SMS feature, artists can integrate email and SMS in a single tool.
2. Laylo - Perfect for releasing timely drops and content releases. Email and SMS are both seamlessly integrated.
3. Community - Ideal for artists who rely heavily on SMS messaging and have large audiences.

Promote your pre-save campaign

Promoting your Spotify pre-save campaign is crucial to its success. One effective strategy is to incentivize fans by offering exclusive content or special offers. This could include behind-the-scenes footage, exclusive merchandise, or early access to upcoming releases. By providing something unique, you not only reward your loyal fans but also create a sense of urgency that can drive more pre-saves. If you're using Sonikit, fan rewards and incentives can be integrated directly into your pre-save. Add hidden videos or merch discounts to your pre-save and they'll be unlocked automatically when fans connect.

Leveraging email and SMS marketing is another powerful tool for personalized outreach. If you’ve collected contact information from previous campaigns or through your website, use it to send direct messages to your fans. Personalize these communications to make fans feel valued and more likely to engage with your pre-save. Include clear calls to action and straightforward instructions on how to pre-save your music and where to find new singles.

Countdown pages are a great place to host and share your pre-save. These allow you to create a dedicated landing page with a countdown to your release that can be shared anywhere. The animated countdown builds anticipation for the release while the page serves as the home and destination for your campaign that fans can return back to throughout the campaign.

Social media is of course an essential promotional tool. To make the most of your posts, be sure to include links to your pre-save. This will help you collect data to more effectively reach fans directly through out the campaign. Consider adding a link to your pre-save directly in your bio or profile so followers can access it any time.

Track your results

Once your Spotify pre-save campaign is underway, it's crucial to track and analyze the results to maximize the impact of your pre-release efforts. Monitoring the number of pre-saves can provide immediate feedback on the effectiveness of your marketing strategy and help you adjust your approach in real-time. Understanding which music streaming services your fans prefer can also offer valuable insights into where to focus your future promotions.

Demographic data from pre-save campaigns is invaluable for long-term planning. By analyzing who is engaging with your pre-save campaign, you can gain insights into the age, location, and listening habits of your audience. This information can inform decisions about tour scheduling, merchandise offerings, and even the types of content you produce. For instance, if you notice a significant number of pre-saves from a particular region, you might consider teasing upcoming shows in that area.

To further enhance your analytics, integrate tracking codes like Google Analytics and Meta pixels into your pre-save. These tools can sync audiences across different platforms and enhance future advertising efforts. By understanding which channels are driving the most engagement, you can optimize your future music marketing strategies.

Finally, use the data from your pre-save campaign to refine your overall marketing approach. Analyze the performance of different announcements and placements to identify what resonates most with your audience. If a particular type of content or communication style results in a higher number of pre-saves, incorporate more of that into your future campaigns. By continually adjusting your strategy based on performance data, you can increase streams and build a more engaged and loyal fan base.

Create a free pre-save to get started

To get up and running quickly, create a pre-save with a free Sonikit account. You can set up and start sharing your pre-save with a couple of clicks, even if your release hasn't been sent to streaming services yet. Start collecting fan data and pre-saves today!