Pre-Save Campaigns and Release Marketing
Foundational Guide
Feb 1, 2026
A release without marketing is a song nobody hears. Distribution puts your music on platforms. Marketing puts it in front of people. The artists and teams who treat every release as a campaign, with a beginning, middle, and end, build more momentum from each song than artists who post once on release day and hope the algorithm does the work.
This guide covers how to build and execute a release marketing campaign. It follows the release timeline covered in How to Plan a Music Release Step by Step, but focuses specifically on the marketing execution: pre-save campaigns, content strategy for each phase, platform-specific tactics, email integration, and what to do after release day when most artists stop promoting.
The framework scales. An artist with 300 followers and an artist with 300,000 followers use the same structure. The volume and channels change. The logic does not.
The Release Marketing Funnel
Every release campaign moves people through four stages. Understanding the stages helps you create the right content at the right time instead of posting randomly and wondering why nothing sticks.
Stage 1: Awareness. People learn something new is coming. They may not know details. They just know you are working on something. This is the tease phase.
Stage 2: Intent. People decide they want to hear it. They pre-save, mark the date, or tell a friend. This is the pre-save phase.
Stage 3: Action. The song is out. People stream it, save it, add it to playlists, and share it. This is launch.
Stage 4: Retention. People come back. They listen again. They follow you. They join your email list. They buy a ticket. This is post-release, and it is where most campaigns die prematurely.
Each stage needs different content and a different ask. Posting a pre-save link during the awareness phase feels premature. Posting teasers during launch week feels late. Match the content to the stage.
Pre-Save Campaigns
A pre-save allows fans to save your song to their Spotify library, Apple Music library, or other platforms before the release date. When the song goes live, it automatically appears in their library and counts as a save, which signals engagement to the algorithm on day one.
Why Pre-Saves Matter
Algorithmic signal. A song that receives a burst of saves in its first 24 hours tells the algorithm that people are engaged. This increases the song's chance of being added to Discover Weekly, Release Radar, and other algorithmic playlists. The first-week engagement window is the most important period for algorithmic discovery.
Day-one momentum. A pre-save is a committed listener. They do not need to remember your release date or search for the song. It appears in their library automatically. This reduces the friction between "I want to hear it" and "I am hearing it" to zero.
Audience measurement. Pre-save counts give you a preview of how engaged your audience is before the song drops. If your pre-save numbers are significantly lower than previous releases, that is a signal to adjust your marketing approach in the remaining time before launch.
How to Set Up a Pre-Save Campaign
Pre-save link services. Your distributor may offer a built-in pre-save link. If not, services like Feature.fm, ToneDen, Linkfire, or HyperFollow generate pre-save links that work across Spotify, Apple Music, and other platforms. Most offer a free tier. Paid tiers ($5-$20/month) add analytics, retargeting pixels, and custom landing pages.
The landing page. A pre-save link takes fans to a page where they can save the song on their preferred platform. Some services let you customize this page with artwork, a countdown timer, and links to your social media. Keep it simple: artwork, release date, one clear button per platform. Every additional element on the page is potential friction.
Email capture. Many pre-save services let you add an email signup field to the landing page. This is one of the highest-value features of a pre-save campaign because it converts casual interest into an owned contact. An email address is more valuable than a pre-save because you can reach that person directly for every future release, regardless of platform algorithms. If your pre-save service offers email capture, use it.
The link goes everywhere. Once your pre-save link is live, it should be in your Instagram bio, your TikTok bio, your Twitter/X bio, your YouTube description, your email signature, and the footer of every email you send during the campaign period. One consistent link, updated in every location.
Pre-Save Timing
Open your pre-save campaign 2-3 weeks before release. Earlier than that and the urgency fades. Later than that and you do not give your audience enough time to encounter the link across multiple touchpoints. Most people do not pre-save on the first exposure. They need to see the link 3-5 times before acting.
Content Strategy by Phase
Phase 1: Tease (3-4 Weeks Before Release)
Goal: Create awareness that something is coming. Build curiosity without revealing everything.
What to share:
Studio clips without context: a few seconds of audio, a shot of the session, a lyric fragment.
Process content: writing the song, choosing the production direction, conversations about the creative vision. This works because it invites the audience into the making before the finished product exists.
Hints at the theme or mood without naming the song or showing the artwork.
What NOT to do:
Do not drop the pre-save link yet. The tease phase builds anticipation. Asking for action before you have built interest leads to low conversion.
Do not over-explain. Mystery generates curiosity. A 15-second clip with no caption gets more engagement than a 3-paragraph explanation of what the song is about.
Do not post once and disappear. The tease phase needs 3-5 content pieces spread across the period to build a pattern that signals "something is happening."
Platforms: Short-form video (TikTok, Reels, Shorts) for discovery. Stories for your existing audience. Email for your most engaged fans (a note like "working on something new, more soon" creates anticipation without over-promising).
Phase 2: Announce and Pre-Save (2-3 Weeks Before Release)
Goal: Convert awareness into committed intent. Give people a specific action to take.
What to share:
The announcement: song title, release date, cover artwork. This is the reveal.
The pre-save link with a clear, simple ask. "Pre-save [song name] so it's in your library the second it drops." Not "pre-save to support me." Not "pre-save if you want to help the algorithm." The value proposition is convenience for the listener, not a favor for you.
A longer audio snippet (15-30 seconds of the hook or the strongest moment).
The story behind the song. Why you made it. What it means. What was happening in your life when you wrote it. This is the content that creates emotional investment beyond "this sounds good."
What NOT to do:
Do not post the pre-save link once and consider it done. Share it multiple times across different content pieces with different angles. The link is the same. The content wrapping it should vary.
Do not pressure your audience. "I really need your pre-saves" positions you as someone asking for favors. "This one is personal to me and I want you to hear it first" positions you as an artist sharing something meaningful.
Platforms: All of them. The announcement is cross-platform. Short-form video for the snippet. A longer post or video for the story behind the song. Email your list with the pre-save link and exclusive context they cannot get on social media.
Phase 3: Launch (Release Week)
Goal: Drive streams, saves, and shares in the first 72 hours when algorithmic impact is highest.
What to share:
"It's out" content across every platform. Do not assume your audience saw the announcement. Many did not. Treat release day as a new introduction for anyone encountering the song for the first time.
The music video or visualizer, if you have one. Video content on YouTube and social media extends the life of the release and creates shareable assets.
Fan reactions and early responses. Resharing someone's genuine reaction to your song is more credible than anything you can say about it yourself.
Behind-the-scenes of release day. What does release day look like for you? This is humanizing content that deepens the connection.
A direct ask: "If you like it, save it and add it to a playlist. That's the most helpful thing you can do." Be specific about the action. "Support" is vague. "Save and playlist" is concrete.
What NOT to do:
Do not post once on release day and stop. The first week matters most. Plan content for at least 3-5 days after release.
Do not apologize for promoting your own work. You made something. You are sharing it. That is the job.
Do not ignore your email list. Send a release-day email with a direct streaming link. Your email subscribers are your most engaged audience and the most likely to stream, save, and share on day one.
Platforms: Everywhere, with extra weight on the platforms where your audience is most active. YouTube for video. TikTok and Reels for short-form clips. Stories for time-sensitive, day-of content. Email for your core audience.
Phase 4: Post-Release (Weeks 2-8)
Goal: Sustain momentum. Convert new listeners from playlist placements and algorithmic discovery into followers and fans.
This is where most campaigns end, and it is the phase that determines long-term value. A song's algorithmic life extends well beyond release week. New listeners may discover the song 3-6 weeks later through Discover Weekly or a curator playlist. If you have stopped promoting by then, those listeners have no path back to you.
What to share:
New content angles on the same song. A live performance version. A stripped-down acoustic take. A lyric breakdown. A behind-the-scenes of the music video. Each piece introduces the song to a different audience segment and gives existing fans a reason to re-engage.
User-generated content. If fans are using your song in their own videos, repost them (with credit). If nobody is using it, create the template: post a video with the song that is easy for others to replicate.
Milestone updates, used sparingly. "10,000 streams" is less compelling than "this song reached listeners in 47 countries." Share outcomes that are interesting, not just big.
Transition content toward the next release. If your next single is coming in 6-8 weeks, the tail end of one campaign becomes the tease phase of the next. This is how you build a release cadence rather than a series of isolated events.
What NOT to do:
Do not go silent. The gap between releases is where many artists lose the audience they just gained. Even if you are not actively promoting, stay visible with non-release content (process clips, personal updates, community engagement).
Do not keep repeating the same "go stream my song" post. If the content is not fresh, the audience stops engaging. New angles keep the song alive.
Platform-Specific Tactics
TikTok and Instagram Reels
Short-form video is the primary discovery channel for new audiences during a release campaign. The goal is not to go viral. The goal is to create multiple content pieces that each introduce the song to a new segment of potential listeners.
What works: Hook the viewer in the first 1-2 seconds with something visually or sonically interesting. Use your own music as the audio. Keep videos under 30 seconds for initial teasers, 30-60 seconds for the announcement and launch content. Create content that uses the song naturally (not a static image with "link in bio"). A performance clip, a visual story set to the song, or a behind-the-scenes moment all work better than a promotional graphic.
Volume matters. One video will not carry a campaign. Plan for 8-15 short-form videos spread across the full campaign period. Not all of them will perform well. That is expected. The ones that connect will drive the campaign.
YouTube
YouTube is the long-shelf-life platform. A music video uploaded on release day can drive streams for months or years. A TikTok drives streams for 48 hours.
What to prioritize: The official music video or a high-quality visualizer (lyric video, performance video, or visual accompaniment). If you do not have a full music video budget, a well-shot performance video or a lyric video with strong visual design serves the same function on the platform. YouTube Shorts for short-form promotion that ties back to the full-length video.
Your email list is your highest-converting channel. An email subscriber is 5-10x more likely to stream, save, and share on day one than a social media follower.
Release campaign emails: Send 2-3 emails during a release cycle. One during the pre-save phase with the link and exclusive context. One on release day with the streaming link. Optionally, one 1-2 weeks post-release with a new angle (live performance, fan reactions, or a personal reflection on the response). Do not send more than 3 release-specific emails per cycle. Your list is not a promotional channel. It is a relationship. Treat it that way.
For deeper guidance on building and maintaining your email list, see How to Build a Fanbase From Scratch.
Spotify and Apple Music
Spotify Canvas. Upload a short looping video (3-8 seconds) that plays on the Spotify mobile app when your song is playing. This is a branding opportunity and a save-rate booster. Visually engaging Canvas clips increase save rates because they extend the listener's attention on your song.
Apple Music animated artwork. Apple Music supports animated album art. If your distributor supports this feature, an animated version of your cover art adds visual polish and differentiates your release.
Playlist pitching. Covered in depth in How to Get on Spotify Playlists. The pitch should be submitted 3-4 weeks before release as part of the campaign timeline, not as an afterthought.
Budgeting a Release Campaign
Not every release needs paid promotion. But understanding where money can accelerate results helps you allocate whatever budget you have.
$0 campaign. Organic content across TikTok, Reels, YouTube Shorts, and Stories. Email to your list. Pre-save link through your distributor's built-in tool or a free-tier service. Playlist pitching through Spotify for Artists (free). Direct outreach to curators (free, just time). This is a complete campaign. Most artists at early career stages should operate here.
$100-$500 campaign. Everything above, plus a pre-save landing page with email capture (Feature.fm or similar, $5-$20/month), Instagram or TikTok ads targeting your existing audience and lookalikes to boost awareness of the release, and submissions through SubmitHub or Groover ($50-$100 for a round of curator submissions).
$500-$2,000 campaign. Everything above, plus a professionally produced music video or high-quality performance video, broader ad spend with retargeting (show ads to people who interacted with your tease content but did not pre-save), and potential PR outreach to music blogs and publications (DIY or through a publicist for a single-release campaign).
$2,000+ campaign. Everything above, plus a radio promotion campaign (regional or college), a publicist for press coverage, a larger ad budget with full-funnel targeting, and potential influencer or creator partnerships for content placement.
The budget does not determine whether a campaign succeeds. The strategy does. A $0 campaign with strong content, good timing, and an engaged email list will outperform a $2,000 campaign with weak content and no audience foundation.
Measuring Campaign Performance
After every release, review these metrics to identify what worked and what to improve next time.
Pre-save conversion rate. Pre-saves divided by the number of people who visited your pre-save link. If your conversion rate is below 10%, the landing page or the offer needs work. If it is above 25%, your audience is highly engaged.
First-week streams vs. previous release. The most direct measure of whether your pre-release marketing improved. Isolated from external factors like playlist placements by looking at streams from followers and external sources specifically.
Save rate. Covered in depth in Spotify for Artists Analytics Guide. A high save rate on release day validates that your marketing reached the right people, not just a large number of people.
New followers gained. How many people followed your Spotify profile, Instagram, or joined your email list during the campaign window? This measures whether the campaign built lasting audience, not just temporary attention.
Email performance. Open rate and click-through rate on your release emails. If your open rate drops during release campaigns, you are emailing too frequently or your subject lines are not compelling.
Content engagement by format. Which content pieces drove the most engagement? Which drove the most clicks to the pre-save or streaming link? This tells you what to repeat and what to skip for the next release.
Common Mistakes
Starting the campaign on release day. If release day is the first time your audience hears about the song, you have missed the tease, pre-save, and intent-building phases. Start 3-4 weeks before release.
One-and-done promotion. Posting once about your release and expecting results is not a campaign. Plan for 15-25 content pieces spread across the full campaign period (tease through post-release). Not all of them need to be high-production. Most should be quick, authentic, and varied.
Only promoting to existing followers. Your existing audience will find the release through your posts and emails. The purpose of the campaign is also to reach new people. Content designed for discovery (short-form video with your music as the audio, collaborations, and content that stands alone without context) extends your reach beyond your current following.
Stopping after release week. The post-release period is where new listeners arrive through algorithmic playlists and curator placements. If your social media and content go quiet, those new listeners have no entry point into your world. Maintain activity for at least 4-6 weeks after release.
Treating every platform the same. A caption-heavy Instagram post does not work on TikTok. A TikTok-style video feels out of place on YouTube. Adapt your content to the platform's native format and behavior patterns rather than cross-posting the same asset everywhere.
Frequently Asked Questions
Do pre-saves count as streams?
No. A pre-save does not count as a stream. When the song goes live, the pre-save automatically saves the song to the listener's library. If and when they play it, that counts as a stream. The value of a pre-save is the automatic save signal to the algorithm and the reduced friction for the listener on release day.
How many pre-saves should I aim for?
There is no universal target. A useful benchmark: aim for pre-saves equal to 10-20% of your active audience (email list size or monthly Spotify listeners, whichever is larger). If you have 1,000 active listeners, 100-200 pre-saves is a solid campaign. If your pre-saves are significantly below that range, your tease and announcement phases may need stronger content or more repetition.
How long should I promote a single?
A full campaign cycle for a single runs 6-8 weeks: 3-4 weeks pre-release (tease and pre-save), release week, and 2-4 weeks post-release. After that, transition your content toward whatever is next. If you continue promoting the same single for months with no new content angles, your audience will disengage.
Should I release on a Friday?
Friday is the standard release day because Spotify's editorial playlists (like New Music Friday) refresh on Fridays, and it aligns with the start of the Release Radar cycle. Most artists should release on Friday unless they have a specific strategic reason not to (such as avoiding competition from a major release in their genre that same week).
Is it worth paying for ads during a release?
Only if you have the targeting data to reach the right people. A $50 ad spend targeted at your existing audience (email list custom audience, Instagram followers, website visitors) can meaningfully boost release-day engagement. A $50 ad spend targeted broadly at "people who like music" is wasted money. Start with retargeting your existing audience before expanding to lookalike audiences.
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