American Songwriter – Case Study
As American Songwriter, a renowned music magazine, sought to integrate into the digital era, they struggled to establish a meaningful presence on platforms like YouTube and TikTok.
Their traditional approach to content didn’t translate effectively to the fast-paced, short-form video formats these platforms demanded.
Without a clear strategy, their efforts were failing to generate engagement, limiting their ability to connect with new audiences.
To address this, I developed a comprehensive short-form video strategy tailored to YouTube Shorts and TikTok. The focus was on optimizing content to resonate with modern audiences through:
- Crafting compelling hooks to grab attention within the first few seconds.
- Creating engaging, visually dynamic content that aligned with the platform’s trends and music-focused audience.
- Leveraging storytelling and behind-the-scenes access to captivate fans of songwriting and music creation.
- Consistently publishing content to maintain relevance and momentum.
This strategy not only leveraged the magazine’s strengths—its deep industry knowledge and access to artists—but also repackaged that expertise into bite-sized, shareable content designed to go viral.
The impact of this approach was remarkable:
- Tens of thousands of new subscribers and followers across both YouTube and TikTok in the first 6 months.
- Millions of views on individual videos across both platforms.
- Increased awareness of the American Songwriter brand, expanding their audience to a younger, digitally native demographic.
By embracing the power of short-form video and focusing on platform-specific optimizations, American Songwriter successfully transformed its digital presence, positioning itself as a leader in music storytelling across modern platforms.