Pre-save campaigns have become a popular pre-release tool for most artists.
When teasing your songs, or building anticipation for your music, it has become a staple to capitalize on all the traffic you are getting by having your fans pre-save your track.
But what does that actually do?
How do pre-saves benefit artists?
Do fans get anything out of it?
Is it truly a one-sided ask?
In this step-by-step guide, we’ll help you master Spotify pre-save campaigns, from understanding their importance to setting up your campaign, promoting it, and evaluating its success.
Whether you’re an independent artist or part of a music marketing team, this guide will provide you with the necessary knowledge and strategies to create a successful pre-save campaign on Spotify.
Let’s dive in!
Understanding Spotify Pre-Save Campaigns
Before we delve into the nitty-gritty of setting up and promoting pre-save campaigns, let’s first define what a pre-save campaign is and why it’s important for artists.
What is A Pre-Save Campaign?
A pre-save campaign is a music marketing tool used during the pre-release phase; it allows fans to save upcoming music releases to their music library or playlists before they are officially released.
It’s the modern day version of a “pre-order”.
Pre-save campaigns serve as a way for artists to gather necessary information, such as email addresses (or phone numbers if using Laylo), which can be used for future marketing efforts.
One of the great things about pre-save campaigns is that they are simple tasks for fans to complete.
With just a few clicks, fans can save new releases to their music library.
The Importance of Pre-Save Campaigns for Artists
Pre-save campaigns provide artists with valuable data, such as audience demographics, an understanding of demand behind a song, or even seeing what artists their fanbase listens to.
In a highly competitive music industry, pre-save campaigns also help artists stand out and attract attention from A&Rs at record labels and management companies.
Essentially, pre-saves are a great way of gauging demand for a song.
Setting Up Your Pre-Save Campaign
Now that we’ve established the importance of pre-save campaigns, let’s dive into the step-by-step process of setting up a successful campaign on Spotify.
Step 1: Distribute Your Song
The first thing artists need to ensure is that their music release is properly distributed.
Choosing a music distributor can be confusing, but we like to keep things simple here (pun intended).
Just use DistroKid (by clicking this link you understand I may earn a small commision if you sign up at no extra cost to you).
Note: if you don’t know what song you are promoting yet, that’s fine, you actually don’t need to distribute your song – this is just best practice for “formal” releases.
Step 2: Select an Ideal Release Date
Choosing the right release date is critical for having enough time to promote your song, as well as get access to Spotify for Artists to submit your music for editorial consideration.
Planning early and allowing enough time for promoting your song will increase the chances of a successful pre-release strategy.
(Did you know we have a music release planner that walks you through a release from A-Z?)
Step 3: Getting Your Song’s ISRC or UPC
Most smart link platforms require you to enter in your ISRC or UPC before your release, but thankfully because of the nature of the industry, specifically TikTok, you might not know what song you’ll be releasing.
And that’s okay.
However, in order for your pre-saves to kick in, you will need to have your ISRC or UPC handy before release.
You can find this in your distributor dashboard/release.
Nitty-Gritty of Pre-Save Campaigns
Now that you’ve set up the foundation for your pre-save campaign, it’s time to dive into the nitty-gritty details of creating an effective campaign.
Step 4: Find the Best Pre-Save Tool For You
Music distributors themselves create pre-save smart links right out of the box, such as DistroKid’s Hyperfollow links, simplifying the process for artists.
However, there is a plethora of pre-save tools out there.
Check out our full guide on choosing the right pre-save platform for you.
Step 5: Create Your Pre-Save
After you choose your smart link service for your pre-save, when creating your smart link, make sure to customize it with your artwork, track information, and release date.
This way, the platform will have all the necessary information ready to go before release.
Promoting Your Pre-Save Campaign
With your pre-save link set up, it’s time to focus on promoting it and building hype around your upcoming release.
Step 6: Crafting Social Media Posts for Promotion
You gotta be posting on social to get pre-saves.
There is no way around it.
Leverage our TikTok content frameworks to turn yourself into a content machine.
Perform your music in interesting settings, get your friends and family to react to your song in the car and film their reaction, use cutdowns from your music video – whatever.
But post. A LOT.
Just don’t forget to include a clear call-to-action, encouraging viewers to pre-save and share the upcoming track with friends.
Step 7: Capture First Party Data – Building an Email and/or SMS List for Your Campaign
Pre-saves are great “lead generation” or “lead magnets” for musicians. You can motivate fans to pre-save by offering exclusive content or early access, in exchange for the pre-save.
Successful Pre-Save Campaign Examples
David Kushner
David Kushner amassed over 100K Pre-Saves, 87M Spotify streams and charted in Australia and the UK.
You can read the full case study from Feature.fm here.
Eva Grace
Eva Grace gained 8,000 Lifetime Pre-Saves and 7,000 emails collected in just a few days after a viral TikTok.
You can read the full case study from Smart Noise here.
Emmy Meli
Emmy Meli got 125M Spotify streams in 4 months for “I am Woman” because of her pre-save campaign.
You can read the full case study from Feature.fm here.
Mastering Spotify pre-save campaigns is an ongoing process that requires attention to detail, audience engagement, and staying up-to-date with industry trends.
Some things to keep in mind:
- Pre-save campaigns are a great pre-release tool (it is not the end all be all to your pre-release strategy)
- Pay close attention to campaign analytics, track engagement, and adjust your strategies accordingly.
- First party data collection is the most important gain from pre-save campaigns (use data for future music marketing efforts).
How Can You Make Your Next Spotify Pre-Save Campaign More Effective?
As you plan your next Spotify pre-save campaign, consider these tips to make it even more effective:
- Experiment with different content ideas on TikTok to increase your conversion rates
- Improve and refine your campaign strategies in real time
- Engage with your fans DAILY
- Create longevity – consider using lifetime pre-saves (learn more here)
By implementing these strategies, artists can create pre-save campaigns that not only generate early engagement but also create a lasting impact on fans and industry professionals alike.
FAQ (Frequently Asked Questions)
What’s a pre-save campaign?
A pre-save campaign on Spotify allows fans to save an upcoming release from an artist to their library or playlists before it’s officially released.
What are the benefits of pre-save on Spotify?
Pre-save campaigns are important because they can help an artist capture first party fan data. Additionally, a successful pre-save campaign can also help with having leverage when talking to A&Rs or your distributor/record label to secure playlist placements for your forthcoming release, whether it be a single, EP or album.
What is the point of pre saving music?
The point of pre-saving music is to allow fans to save an upcoming release from an artist to their library or playlists before its official release. This helps artists capture first-party fan data and can also be used as leverage when securing playlist placements for the release.
How do you run a successful pre save campaign?
To create a successful pre-save campaign for your music release on Spotify, follow these steps:
- Set a clear goal for your campaign, whether it’s to increase first day streams, gather email addresses, or build hype for your release.
- Offer an exclusive incentive for fans to pre-save your music, such as early access, exclusive content, or merchandise giveaways.
- Utilize social media and email marketing to promote your pre-save campaign. Craft attention-grabbing captions and visuals, and encourage fans to share and spread the word.
- Make the pre-save process simple and easy for fans
Remember, creating a successful pre-save campaign is an iterative process.
Analyze campaign metrics, track engagement, and adapt your strategies to continually improve and refine your campaign.
What are some best practices for promoting my pre-save campaign?
To effectively promote your pre-save campaign, consider these best practices:
- Start early; promoting your campaign at least 2-3 weeks before the release date to build anticipation and engagement.
- Create engaging content on social media; use the simpl. TikTok content framework for content ideas
- Have an incentive; exclusive content, early access, or behind-the-scenes footage to fans who pre-save your music, creating a sense of exclusivity and excitement.
By following these best practices, you can maximize engagement, visibility, and fan participation in your pre-save campaign.
Bonus reading material – here are 5 steps to a better pre-save.
What metrics should I track to measure the success of my pre-save campaign?
To measure the success of your pre-save campaign, track the following metrics:
- Number of pre-saves: Monitor the number of users who have pre-saved your release, as this indicates fan engagement and interest.
- Conversion rate: Calculate the percentage of users who pre-save after visiting your landing page, providing insights into your campaign’s effectiveness.
- Social media engagement: Keep track of likes, shares, and comments on your social media posts related to your pre-save campaign, as this indicates audience engagement.
- Streaming metrics: After release day, track streams, playlist adds, and saves on platforms like Spotify and Apple Music to assess the campaign’s impact on fan engagement.
By monitoring these metrics, you can gauge the success of your campaign, identify areas for improvement, and make data-driven decisions for future marketing efforts.
Spotify pre-save campaigns is crucial for artists looking to maximize their reach on release day, and collect first party an data.
By understanding the importance of pre-save campaigns and following the step-by-step guide provided, you can effectively set up and promote your campaign. With the right approach and execution, you can make your next Spotify pre-save campaign a powerful tool for increasing awareness and engagement with your music.
Ready to take your pre-save to the next level? Hit us up and let’s plan your next release together.
