Facebook advertising for Musicians and Artists: Why and How?
Facebook advertising, everyone talks about it, but what can we really accomplish with it?
Should a musician, artist or music group necessarily buy Facebook advertising to promote their music on the platform?
How to proceed?
This is what we will see in this article.
1. Why use Facebook ads when you are a Musician?
Facebook is a platform that is constantly evolving and adjusting its algorithm.
As the months go by, new functionalities are coming in, but also the scope of organic publications is decreasing.
What many people don’t realize is that Facebook’s algorithm is based on community engagement.
If you have 100, 1000 or 10000 fans and no one reacts, then Facebook will only show your posts to a very limited number of people who follow you.
On the other hand, the more your community reacts, the more your publications will be (to some extent) visible and promoted.
The concern is that the content you create on a daily basis is not necessarily the engaging content expected by your community.
In short, if you want to boost your promotion on Facebook, you may be tempted to go through advertising to build loyalty among your current fans, find new ones and achieve your goals more quickly.
Much better than Adwords, Twitter advertising or Youtube advertising, if you create relevant ads with Facebook’s advertising system, then your return on investment can be extremely interesting.
When creating an ad, apart from the objective you define (link to a site, conversion, page promotion, boost, etc.), there are always several points to consider before publishing.
These are the different elements that will allow you to better target Facebook users and therefore obtain a better return by paying less for each click.
The elements to be taken into account are:
- The place: Are you looking to reach your local scene, the region, or the international market?
- Demographics: Most of the time, you need to have a fairly accurate idea of the age and sex of your ideal fan, otherwise test and learn.
- Interests: This is where you can target users much more deeply depending on what interests them. This is therefore the key to success, otherwise targeting will be far too broad and therefore ineffective. Target musical styles, artists, media, concert halls or anything related to your potential fans.
- The budget: Too many people underestimate this, but you can get real results by investing only 5 to 20 € per day for a week. Being a betting system, the more money you put in, the more your ad will reach the right people, but you can start very low.
- The visual: For most advertisements, you can include professional photos of your musical project or a visual created for the occasion. In any case, do not neglect the visual aspect.
- The text: The paragraph in your ad must be as captivating as the rest so that users will follow your call to action. Therefore, sell your musical project and promote your legitimacy (successes, similar artists, popularity, etc.).
3. What types of Facebook advertising can you use to boost your career?
Here are some of the things you can do with Facebook advertising.
1. Communicate with… your current fans
Indeed, as we have seen, just because someone likes your page does not mean that he or she will see all your publications. Quite the contrary.
Today, there is very little chance that your current fans will see all your statuses organically, i.e. without spending a single cent.
If you are lucky, 10% of your community will see what you publish. For the rest, you will have to pay, even though these people have already given you permission to contact them.
If you want to reach all of them, use the boost feature of your publications by targeting the fans on your page.
Of course, do this only for publications that are worthwhile and have already proven their effectiveness in an organic way (reactions, sharing, comments, reach, etc.)
2. Target and reach potential fans
What if you could directly target the fans of a particular page in an attempt to convert them to your cause? For example, fans of a similar band, radio, label, magazine, concert hall, etc.
Well, it’s quite possible to target users according to their interests and the pages they like.
It should be noted, however, that not all pages are targetable.
But if you make metal for example, you can very well target Metallica or Iron Maiden fans, who live in your area and who are your ideal fan to introduce them to your musical project.
3. Call the people who visited your official website
By setting up a Facebook pixel on your website, you can use the ad to reach all users who have visited it in a given period of time.
Whether you have their email address or not. Whether they like your page or not.
You can even go even further by creating personalized audiences based on the different pages that have been visited on your site. For example:
- Promote your concert to people who have visited the “Concerts” page of your site and who live in the region concerned
- Send a promo code to people who have visited your merchandising store
The implementation of the Facebook pixel and personalized audiences is totally free, so don’t miss it!
4. Find users who look like your current fans
All the magic of Facebook in action.
An exceptional feature of the platform is to generate a new audience that will share the same characteristics as people who like your page, who have visited your site and/or are on your email list.
In short, an audience that looks like yours, but is not yet familiar with the project.
Of course, as these are Facebook assumptions inferred from quantifiable data, the platform may give you inconclusive results if you do not go further.
Therefore, it is necessary to refine the search when defining a similar audience (location, demographics, interests, etc.).
Much more important than any form of engagement on your social networks, subscribing to your newsletter should be the heart of your music business.
I reassure you, as long as you advertise on Facebook, you will naturally earn a lot more “I like” on your page.
As for expanding your email list through Facebook, the best option is to offer something of value in exchange for the email address.
Typically, if you are a musician or a music group, it is best to offer several titles for free. But it can also be discounts, exclusive videos, alternative versions, etc.
In fact, you will need an autoresponder (I recommend and use Getresponse) as well as an email capture page on your website or via a third-party service.
Your ad will link directly to this page so that the user can give his address in exchange for what you offer them.
6. Promote your music and news
In general, Facebook advertising is an excellent tool for:
- Attract geolocalized fans for your next concert
- Boost your latest video clip or teaser
- Refer people to a particular site (official site, iTunes, online store, Youtube, etc.)
- Promote anything and everything (application, online concert, playlist, etc.)
Whether you want to find new fans, communicate with your fanbase, fill your concerts or fuel the buzz, Facebook ads are currently offering an incomparable performance.
Whether you create your own ad or boost a publication, you will be sure to have the best possible impact for the money you put into it.
And as we have seen in this article, there are many ways to do this. It’s up to you to try them out!
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