Advertising Gameplan

Where Should Your Money Go

Written by Shawn “Gif” Folk for Payusnomind

Facebook/Instagram

Understanding the Landscape

Cost

Targeting

Targeting Challenges

Benefits

What You’ll Need

Smart Page

Best Smart Link Providers:

Visual Audio Player

Instagram Promo Videos

Best Approach

Wrap up

Spotify Ads

Understanding the Landscape

Cost

Benefits

Targeting

Targeting Challenges

What You’ll Need

Best Approach

Wrap up

Youtube ads

Understanding the Landscape

Cost

Benefits

What You’ll Need

Best Approach

Wrap Up

Deezer Ads

Understanding the Landscape

Cost

Targeting

Benefits

What You’ll Need

Best Approach

Wrap up


Note - The impact of any campaign depends on how your music is received. The more people listen, the more people listen. Algorithms and recommendations on streaming platforms and in music stores look at what users stream and buy. It doesn’t matter much if a user follows your page, saves, or playlists if they don’t stream or view. The more individual users stream or view your music, the more likely they are to be identified as fans and have more of your music served to them. The goal of your campaigns shouldn’t just be to get streams, they should be to find listeners passionate about your music.


Facebook/Instagram 

Understanding the Landscape

The point of you advertising your music is getting people to listen. If the music isn’t getting heard, it defeats the purpose of your ad. Facebook/Instagram video ads auto-play on mute and if the video plays for at least 3-seconds it’s counted as a view. You could get 1,000 views but they could all be 3-second views with the sound off which means nobody actually heard your song.

Audio isn’t an essential component to social media platforms. I can scroll Instagram looking at pictures, inspirational quotes, and cat videos without needing to activate audio to hear anything. The same can be said for Facebook. Just because a user is on Facebook or Instagram doesn’t mean they’re able to hear your song. It may not be a matter of choice for a percentage of the people you’re reaching. You can be on Facebook or Instagram in school but you can’t play audio. There are a lot of jobs where people can sneak and be on Facebook or Instagram but they can’t activate audio.

Social media is primarily used to keep up with friends and family. People aren’t there to listen to music or watch TV shows, they’re there to see what their friends are talking about. They get exposed to music and tv shows if those things so happen to be the things their friends are talking about. You may not be reaching a large population of passionate music fans or even people that are music fans at all.

Most people don’t have a subscription or even a free account with platforms like Spotify and Apple Music. Both those platforms, and platforms like them, have a barrier to entry. Apple Music, they MUST be PAYING subscribers to stream your music there. Spotify, they can have a free account but they MUST be signed-in or have the app installed on their mobile device in order to stream your music. Youtube has no barrier to access, it’s free and users don’t have to sign in to view, but you’d be better off advertising directly on Youtube to promote your music there.

Spotify also restricts free users on mobile devices from access to on-demand streaming. This means a user cannot select an individual song to stream. They can ONLY listen to albums and playlists on SHUFFLE. When you send a free user on a mobile device to stream your song on Spotify, they most likely will not be able to. Spotify will force them to hit the shuffle button and play a random song from a random artist instead of yours. Instagram is an exclusively mobile platform so everyone you reach on Instagram is on a mobile device. All of the above puts you farthest from your goal when you’re advertising on social media.

Cost

On social media, you’re charged every time your ad appears. The price you pay for results will be a product of how often people take the desired action. When your ad appears it’s considered an impression and you’re charged a rate per thousand times your ad appears. What this is called is a CPM rate which represents your Cost Per Thousand Impressions. I know, the “M” is confusing but it stands for “Mill” which is 1,000 in Latin. If you’re being charged a $10 CPM, it means you’re being charged $10 per thousand times your ad appears. Having an ad generate 10k impressions and 10 clicks would mean you’re paying $10 per click. If you earned 5 clicks in 10k impressions, you’d be paying $20 per click. The more impressions it takes to generate clicks, the more costly the clicks.

This is why reaching users that can’t activate audio, don’t use any of your targeted platforms, aren’t active users of any targeted platform, and/or aren’t the type of users you need to reach can be particularly harmful. You’re paying to reach people that can’t or won’t respond in the way you need so you end up wasting a lot of money.


Targeting 

Targeting is the most critical aspect of any ad campaign but ESPECIALLY social media ads. With other forms of online advertising, you pay per click so you can get away with reaching a less responsive audience. You’re only paying when someone responds. With social media ads it’s critical to cut down the number of people you reach that will not respond because you’re PAYING to reach them. It would be a major mistake to focus your ad on reaching the most people as opposed to the most important.

You’d reach the most people by targeting the fans of super popular artists but the easier someone’s music is to get, the more likely they are to have unlikely fans. There are songs and artists in every genre that cross over into Pop. If you target the audience of an artist that’s too popular, you could be reaching a Pop audience and not the fans of your particular genre. It can make more sense to target by genre or target artists that aren’t too popular.

Targeting Challenges

Facebook doesn’t allow you to target an artist with less than 170,000 Page Likes. You have to find artists with over 170k Page Likes but preferably under 1 Million. If you find that too difficult, it may make sense to target by genre instead.

Benefits

Social media ads can kill A LOT of birds with one stone. You’re reaching people with a lot of different preferences at one time...