What content/tactics work on Instagram Reels, TikTok, and YouTube Shorts for music discovery (timing, formats, SEO)?
TL;DR - Short-form discovery is an algorithm game: win the first 0–3 s, keep clips 7–15 s so they loop, post 3–5× a week during peak scroll windows, and pack every video with searchable cues (on-screen text, caption keywords, renamed “Official Sound”). Stack performance → narrative → UGC to turn views into saves, streams, and followers.
Case Study — “Luna Grey │ ‘Midnight Waves’ Roll-out”
TikTok, T-10 d: 7 s chorus performance (hook @ 0:02) → 1.3 M views, 18 % sound-saves → 6 k pre-saves
Reels, T-7 d: 15 s “story behind the lyric” → 420 k views, 11 % shares → +2.4 k IG followers
Shorts, T-5 d: 20 s split-screen stems demo → 95 k views, 55 % full-watch → 3.8 % YT→Spotify CTR
TikTok, T-3 d: duet challenge prompt → 2.2 k UGC clips → 9.6 M viral views
Reels + Shorts, Day 0: vertical visualizer → 510 k views, 14 % likes → 680 k week-1 streams
Reels, +2 d: “50 playlists added” proof reel → 310 k views, 9 % saves → Discover Weekly boost week 3
28-day totals: 12 M views cross-platform • +8.4 k followers • 1.1 M organic streams (~70 % algorithmic)
1 │ Winning Formats & Hook Ideas
Hook-first performance: creates “Official Sound” and instant talent proof. Shoot mid-shot, lyric subtitle, end on beat. Ideal length 10–13 s
Narrative or BTS clip: adds story and replay value. Hook question → punch line + 2-bar chorus. Ideal length 15–25 s
Stems or mash-up demo: producers love process. Split-screen DAW + reaction. Ideal length 20–30 s
Duet or remix: leverage an existing trend. React before trend clip ends. Ideal length 7–12 s
Challenge prompt: sparks UGC and algo lift. Demo move or lyric + hashtag. Ideal length 8–12 s
Scroll-stopping hooks (≤ 2 s): bold question, visual shock, whisper-to-beat slam, lyric reveal, rolling stat counter.
2 │ Timing & Cadence
TikTok: peak 11:00–13:00 and 19:00–22:00, cadence 4–5 clips per week, refresh window ~90 min
Reels: peak 12:00–14:00 and 17:00–20:00, cadence 3 clips per week, refresh window ~2 h
Shorts: peak 15:00–18:00 and Sat morning, cadence 2 clips per week, refresh window ~3 h
Refresh window = period when replies or Stories can re-test the clip.
3 │ Short-Form SEO Checklist
Rename audio to “Song Title – Artist (Official)”
On-screen text in frame 1 with target keyword
Captions that front-load search terms + a clear CTA
Hashtags 3–5 total: 1 broad, 2 mid, 1 niche + 1 branded
Thumbnail for Reels/Shorts with lyric or stat in big font
4 │ Release-Week Content Stack
Day -7: TikTok chorus performance • Reels hook question • Shorts 5 s beat teaser
Day -5: TikTok BTS or AI clip • Reels stem breakdown
Day -3: TikTok pre-save countdown • Reels challenge demo • Shorts story clip
Day 0: TikTok fan duet • Reels mash-up • Shorts vertical visualizer
Day +2: TikTok reaction montage • Reels playlist-proof reel • Shorts Q&A cut
5 │ KPI Guard-Rails
3 s hold: green ≥ 80 % • yellow 60–79 % • red < 60 %
Full-watch: green ≥ 40 % • yellow 25–39 % • red < 25 %
Likes per view: green ≥ 6 % • yellow 3–5 % • red < 3 %
Sound-saves: green ≥ 12 % • yellow 6–11 % • red < 6 %
Operate by color: double down on green, tweak hooks on yellow, scrap or redesign if red.
Key Takeaways
Think algorithm: first frame = motion + text + audio spike
One idea per clip: 7–15 s loops drive re-watches and shares
SEO trinity: renamed audio, on-screen keywords, caption terms
Prime time posts: hit peak scroll windows and engage hard in the first hour
Stack content: performance → story → process → UGC → social proof to convert attention into saves, streams, and fans