// The Word This Week

Hey there, algorithm whisperer,

We've spent the last months building your content creation machine from the ground up. You've picked your platforms, nailed your visual brand, figured out your audience, and learned how to turn one studio session into 50 pieces of content.

Now it's time to get surgical.

Because here's the thing about Instagram and TikTok: they're not just platforms. They're ecosystems with their own languages, customs, and unwritten rules. And in 2025, those rules have changed dramatically.

The artists winning right now aren't just posting consistently. They're speaking fluent algorithm.

They understand that Instagram prioritizes saves and shares over likes. They know TikTok's 3-second rule isn't a suggestion—it's life or death. They've cracked the code on making content that doesn't just get views, but gets remembered.

Today we're diving deep into the two platforms that can make or break your music career. No surface-level tips. No generic advice that worked in 2022.

This is the current playbook for dominating Instagram and TikTok in 2025.

Instagram 2025: The New Rules of Engagement

Instagram isn't the same platform you learned about two years ago.

The algorithm has evolved. The audience has matured. And the competition? It's gotten ruthless.

But here's what most musicians don't realize: Instagram's latest changes actually favour artists who understand the game.

The Share Economy Has Arrived

Forget vanity metrics. Instagram's algorithm now openly prioritizes two things:

Saves per reach. When someone bookmarks your post, it signals value to the algorithm. This content gets pushed to similar audiences.

Shares per reach. When someone sends your post to a friend or shares it to their Story, it's algorithmic gold. It tells Instagram: "This made someone feel something."

The math is simple: A mediocre video with high saves and shares will outperform a polished video that only gets likes.

Your new mantra: Create content people want to keep or spread.

The Collab Revolution

Instagram's Collab feature is criminally underused by musicians.

Here's how it works: You invite another creator to co-post a Reel. Once accepted, the post appears on both profiles simultaneously, sharing likes, comments, and reach.

For musicians, this is free audience multiplication.

Smart Collab strategies:

• Split-screen duets with other artists

• Guitar/vocal combinations

• Fan cover versions you co-post

• Challenge campaigns with dancers

One Collab can double your exposure instantly. Use them.

The DM Automation Game

By 2025, smart artists are using Instagram's DM automation like a secret weapon.

Set up keyword triggers: "DM me 'LYRICS' and I'll send you the new song booklet."

A bot instantly delivers your Bandcamp link, secret merch codes, or exclusive content.

Keep it personal. Write your automated replies in your own voice so fans feel it's actually you responding.

This isn't about being fake. It's about scaling genuine connection.

Stories as Your Secret Weapon

Instagram Stories don't reach new audiences like Reels do. But they're incredibly powerful for deepening existing relationships.

High Story engagement keeps you at the top of your followers' feeds. It signals to the algorithm that your audience is active and engaged.

Story tactics that work:

• Polls that spark debate ("Which chorus version hits harder?")

• Q&As where you actually answer everything

• Behind-the-scenes content that's too raw for your feed

• Countdowns for releases or shows

Stories are your direct line to people who already care. Use them daily.

TikTok 2025: The 3-Second War

TikTok's algorithm has become a precision instrument.

It's no longer enough to be entertaining. You need to be immediately entertaining.

The platform now measures success in the first three seconds of your video. If viewers don't stick past that mark, you're dead in the water.

The Hook Formula That Actually Works

Your first three seconds need to follow this structure:

0-1 second: Visual shock or intrigue
"I wrote this song in jail"

1-2 seconds: Clear benefit or question
"This chord progression cured my writer's block"

2-3 seconds: Start delivering payoff
The beat drops, the vocal comes in strong

By second three, viewers should know exactly why they should keep watching.

If you start with "Hey guys, so I wanted to share..." you're already dead.

The Loop Hack

TikTok's algorithm loves videos that people watch multiple times.

Structure your content to loop seamlessly. End with the same lyric or question you started with.

When viewers accidentally watch your video twice because they couldn't tell where it restarted, your retention rate skyrockets.

The algorithm interprets this as 150-200% watch time. That's algorithmic catnip.

Sound Strategy That Converts

As a musician, TikTok's sound mechanics are your playground.

Original sounds vs. trending sounds:

Use trending sounds to hack discovery. But if you want a trend around your music, upload your own sound.

The audio sandwich technique: Layer a trending sound at 5% volume under your original audio. TikTok "hears" the trending sound in the metadata while viewers only hear your music.

This gives you the algorithm boost of a trending sound without overriding your actual song.

Pro tip: The first 15 seconds of your audio determines if others will use it. Front-load your catchiest hook.

The Serial Content Strategy

The era of "one viral video and done" is over.

Winning artists now create episodic content that brings viewers back:

"Writing a Chorus in 5 Days: Day 1 - concept, Day 2 - chords..."

Use TikTok's Playlist feature to group these series. When Video #3 hits big, people binge parts 1-2, boosting those older videos too.

Duets and Stitches as Growth Hacks

TikTok is a conversation. Duets and Stitches let you hijack existing momentum.

Smart duet strategies:

• Duet fans who covered your song (signal-boost + social proof)

• Stitch emotional videos with your musical response

• Create "open verse challenges" for other artists

Jump on trends immediately. Being early multiplies your chances of riding the viral wave.

Cross-Platform Synergy Without the Watermarks

Here's a mistake that kills reach: posting TikTok videos with watermarks to Instagram.

Instagram's algorithm actively penalizes content with TikTok watermarks. Adam Mosseri has confirmed this multiple times.

The solution is simple: Remove watermarks or create clean versions for each platform.

Platform-Specific Adaptation

Don't just copy-paste content across platforms. Adapt it:

TikTok: Focus on hooks, quick tips, visual interest Instagram: More polished, story-driven content with meaningful captions
Both: Native editing tools and effects when possible

The same raw footage can work everywhere. Just customize the presentation.

The Content Multiplication Matrix

Film one 60-second performance in 4K. From that:

• Cut a 15-second punchy segment for TikTok

• Create a 30-second version for Reels (maybe add slow-mo intro)

• Use the full 60 seconds for YouTube Shorts

• Extract stills for Twitter/Facebook

One session, multiple outputs. Each tailored to avoid platform penalties.

Metrics That Actually Matter in 2025

Stop obsessing over follower count. Here's what you should track:

Instagram Key Metrics:

Average Watch Time per Reel: Aim for 70%+ retention
Saves & Shares per 1,000 Reach: Even 1% is strong performance
Engagement Rate by Reach: 2-3% puts you above average
Stories Engagement: Replies, polls, and interactions show active fanbase

TikTok Key Metrics:

3-Second View Rate: If 70%+ stick past 3 seconds, your hook works
Average Watch Time vs. Video Length: Aim for 75%+ completion
Comment Velocity: Quality conversations in first hour
Follower Conversion Rate: Views to new followers ratio

Track these weekly. When you see patterns, double down.

The Burnout-Proof Workflow

Creating content for two demanding platforms doesn't have to destroy your soul.

Batch Like Your Life Depends On It

Dedicate one afternoon to filming 10-15 videos. Change outfits between batches if you're worried about looking repetitive.

Come prepared with a list of ideas. Batching puts you in flow state and saves mental energy.

Template Your Success

Create recurring formats to eliminate decision fatigue:

• Music Monday (quick covers)

• Wednesday Wisdom (music tips)

• Fan Q&A Friday

Your audience will expect certain content, which simplifies creation.

The 80/20 Content Rule

80% of your content can be straightforward, low-effort. 20% can be high-production.

Consistency beats perfection. The algorithm needs constant feeding, but not every meal needs to be filet mignon.

Scheduling is Your Lifeline

Use Meta's Creator Studio for Instagram and TikTok's web scheduler. Set up your week in advance. Schedule posts!

This frees you to focus on engagement and spontaneous content without the daily posting stress.

Common Myths That Kill Growth

Let's kill some bad advice that's still floating around:

Myth: "Just use a bunch of hashtags and you'll go viral"

Reality: In 2025, hashtags are minor tuning knobs. Content quality and watch time matter infinitely more.

Use 1-3 relevant hashtags. Focus on compelling content, not hashtag stuffing.

Myth: "The algorithm is pure luck"

Reality: Strategic content consistently outperforms random posting. You can't guarantee virality, but you can stack the deck.

Myth: "Posting more will annoy your followers"

Reality: Algorithms don't show every post to every follower. More posts = more chances to hit different audience segments.

TikTok recommends 1-4 posts per day for optimal visibility.

Myth: "One viral video and you've made it"

Reality: Virality is a beginning, not an ending (I already wrote about this exact topic and my own painful lessons around that). What you do after the viral moment determines your career trajectory.

Myth: "Instagram is dead for music promotion"

Reality: Instagram's 25-34 demographic has more disposable income. They buy tickets and vinyl. It's still crucial for industry validation.

Your 48-Hour Action Plan

Okay: Stop reading. Start implementing.

Today:

1. Audit your hook game: Re-edit one recent video. Cut any intro fluff so it bangs within the first second.

2. Set up one DM automation: Create a keyword trigger offering something valuable ("DM 'SECRET' for unreleased demo").

3. Plan a Collab: Identify one fellow musician and propose a split-screen duet or challenge or collab.

Tomorrow:

1. Batch content: Film 5-7 videos in one session using your tested hook formula.

2. Schedule the week: Use platform schedulers to set up your posting calendar.

3. Track your metrics: Check last week's performance for watch time and share rates.

The Bottom Line

Instagram and TikTok aren't just social media platforms in 2025. They're the new radio. The new MTV. The new street team.

Master them, or watch other artists eat your lunch.

The algorithms reward artists who understand the game and play it consistently. Every successful independent musician you admire is doing this work behind the scenes.

The question isn't whether you should be on these platforms.

The question is whether you're going to dominate them or let them dominate you.

Next Issue Preview

Next week: Platform Deep Dive Part 2 - YouTube Shorts, emerging platforms, and the dark horse platforms that could change everything. Plus: how to identify the next big platform before your competition does.

Until then, go make the algorithm work for you.

Stop being a victim of the feed. Start being its master.

Keep creating (strategically),

Lance

P.S. If you're still posting the same content to every platform with zero customization, please stop. Each platform speaks its own language. Learn the dialects or stay silent.

If you want to join our community and learn from us in real-time, check out our V1LLAG3 Discord server. Ask questions about music, the industry, promotion, and anything else your heart desires.