Timing Your Teasers: When to Post an Upcoming Song or Album Release

By Connor McCoy, Spire Contributor | October 11, 2018

photo 1 timing your teasers

All of the hard work is done: the countless hours, blood, sweat, and tears you poured into making every aspect of your debut album perfect. The harmonies are added, overdubs recorded, it’s been mixed and mastered to perfection, and you may have even hired a local artist to create some incredible album art for you.

And now, you’re sitting in front of your computer, wondering when you should make that long awaited, coveted Facebook post.

What many musicians don’t realize is that once the music is ready to go, they’ve really only finished half the work.

The great wind-up

First, I highly recommended that you finish your full project before you tease it. It’s the safest way to ensure that you have enough content to share in the weeks leading up to your release; you won’t have to worry about finishing the project when you should be solely focused on promotion.

Now that the music is finished, you can pull out your calendar and start to plan dates for when you want to post your teasers. There aren’t any strict “rules” on when you should start promoting your album, but a good timeline is eight weeks away from the anticipated release date (unless you’re Kendrick Lamar, and have the confidence to release an album with no warning).

With smaller projects (like singles, features, or collaborations), there isn’t really enough content or hype to warrant an eight week preparation time period. These kinds of projects should take 2–4 weeks to balance the content/hype ratio pretty evenly, so that the product hits as hard as it should without losing precious momentum along the way.

coldplay song teaser instagram

There are several strategies when teasing an album or a single, and a lot of it depends on your own personal brand or style. Music videos and videos of live recordings are excellent ways to engage with your fanbase, as people are much more likely to react to visual media than they are to plain text. (Here are a few ways you can create a quick teaser of a live recording using our very own Spire Studio.)

When teasing their new album, “A Head Full of Dreams,” Coldplay used a very simple but effective strategy—posting a small video on their Instagram for for 10 days up until the release of the album. By creatively combining the album’s “kaleidoscope” aesthetic and including just 5–10 seconds of each song, it garnered lots of attention and did an excellent job of creating anticipation for their new album.

The right timing

One of the hardest parts of timing your posts correctly on social media is the fact that each social media platform has different peak engagement times. If you’re planning on maximizing interest in your new product, you’d do well to adhere to the hours that most of your fanbase will be scrolling through their respective “feed,” whether it be on Facebook, Twitter, or Instagram.

You might have a strong preference for a certain social media platform, or maybe that’s where most of your current fanbase lies. Most people, especially younger audiences, have some sort of presence on two or more social media platforms, so it’s important to know how each of them work regarding their posting algorithms and user engagement.

Listed below are the suggested best times to post on each social media, based on 2018 data  gathered from average user activity.

Facebook: Thursday from 1:00–2:00 p.m.

Instagram: Thursday from 5:00 a.m–3:00 p.m.

Twitter: Friday from 10:00 a.m–12:00 p.m.

Sprout Social: Best Times to Post on Social Media: 2018 Industry Research
Sprout Social: Best Times to Post on Social Media: 2018 Industry Research

Sunday is the least optimal time to post anything on social media, as user engagement is at its lowest for all three of the popular social media platforms on that day. It’s also important to note that most releases in the music industry come out on Friday (it used to be Tuesday). People are naturally expecting news about new releases during that time, making Friday an excellent day overall to post artwork or a teaser video about an upcoming single or album.

Facebook, in particular, has a spectacular feature where you’re able to schedule your posts ahead of time. There are several tools and applications available for artists to better schedule their social media posts so you don’t have to be waiting constantly for that one hour time slot to post your teasers (or waking up at 5AM for for those early riser Instagram users).

Buffer is an amazing tool for iOS that allows you to schedule and track your social media posts, all from one place. It’s a great way to ensure that you maintain a steady and healthy social media presence, especially when you’re nearing the date of your album or song release. The ability to view statistics of how each post is doing on their respective social media platform is also an invaluable tool to any artist looking to maximize their outreach online.

The closer you get to your scheduled release date, the more information you’re going to want to share about the project that’s about to go public. Some artists like to initiate a countdown in the days leading up to their song/album release. This allows the online audience to prepare and check in when the day finally comes. However, it’s best to take caution when doing this, as fans can easily be discouraged or put off by an excess amount of teasing right before the release date. Adhere to the one post a day rule and try to never oversaturate your friends’ and family’s news feeds (the people that want to support you the most!).

When the day arrives to release your music, the post containing the link to stream/watch/or buy the product should be the only post your audience sees by you that day. Otherwise, you risk your most important post being buried. Posts like, “Have you heard my new music video yet?” should wait until at least 1 or 2 days after the release date to give your main post time to rack up likes, views, and listens. You want to show up on your listeners’ feeds at the most opportune time, and inundating them with information isn’t the best way to grab their attention.

It’s understandable to be excited about your product, but your audience may not be at that level yet! Teasers are the best way to gradually build interest for the listeners that you wish to connect with on social media. Remember, the goal is to peak their curiosity as much as possible before the final product goes public.