as someone currently in the promo mines (derogatory) for a single*, i've thought a lot about this question and what it means for me. really, it feels like i can think of more examples of stuff that DOESN'T work. there's also stuff that does work but i avoid doing it because i hate it (e.g. intentionally stirring up controversy/ragebaiting, relying on buzzwords/guilt tripping/spiritual manipulation**).
looking at my own socials over the years, apparently people have most enjoyed...
- videos about my omnichords, which i guess have been one of my main gimmicks? bonus if it's a teachable resource, like sharing omnichord sample packs or how to hold/play them in unique ways.
- engaging with bigger-but-still-kinda-small-artists. i did a cover of a rio romeo song in a somewhat unique way (pokemon soundfonts lmao) and folks really liked it--including rio romeo themself!
- relatable little snippets where it almost feels like it's not promo at all (e.g. your song is just playing in the background unaddressed)
people also enjoy "process" videos that aren't actually process at all, just like, a look at the project file for an end product. :p
* i am normally allergic to self-promo on melonland but if this has been interesting and/or you are curious about what kinda music i make.
teehee here's my artist site ** yes, spiritual manipulation. people will say their song brings good luck to people who stream it and bad luck to people who don't. it's wild.