Hi there,
Thanks for reaching out! I'm happy to give you some initial thoughts and guidance on your Meta Ads for your music marketing. It's great that you're looking into this, as it's a powerful tool, but it's also easy to waste money if you don't know what you're doing.
I've seen quite a few musicians try and navigate Meta Ads themselves, and it can be a bit of a learning curve, but getting it right can make a huge difference to your streams and fanbase.
We'll need to look at your videos...
First things first, you mentioned re-purposing your TikTok videos. That's a good idea in theory, because you are already creating the content, however what you need to ensure of is that it doesn't look too much like an ad. People are pretty good at spotting ads, especially on platforms like TikTok. And that can be a real turn-off.
The key is to make it feel organic, like it could have just appeared on their feed naturally. Think about the content that performs well on TikTok – it's usually authentic, relatable, and engaging. Your ads should feel the same. For example, don't just slap a logo on there and call it a day. Maybe use it in the corner of the screen, similar to what you might see on TikTok. Or create videos with the same vibes as some of the popular TikTok trends.
Focus on telling a story, showcasing your personality, or giving viewers a behind-the-scenes look at your music. If you can capture their attention and make them genuinely interested, they'll be much more likely to check out your music. A good way of seeing what is working is trying to replicate whatever is trending on tiktok but in your own, unique way.
I remember working with a client and noticing that their really slick music video just wasn't resonating with audiences on Meta. We swapped it out for some raw footage of them jamming in their rehearsal space, and suddenly engagement went through the roof. People connected with the authenticity.
I'd say you should get specific with targeting...
Next up is targeting. This is where a lot of musicians go wrong. They assume that everyone will love their music, but that's rarely the case. You need to identify your target audience and get really specific with your ad targeting.
Think about the artists you sound like, the genres you fit into, and the demographics of your existing fans. Meta Ads has some pretty powerful targeting options, so take advantage of them. You can target people based on their interests, behaviors, demographics, and even their connections.
I recall one campaign where we narrowed down the targeting to people who liked specific bands in a similar genre, and the results were incredible. We saw a huge increase in engagement and streams. And from their, we were able to make use of the Meta AI and machine learning to expand the audience to new people that are similiar to the original targeted audiences.
Lookalike audiences can also be really effective. This is where you upload a list of your existing fans (e.g., email addresses, phone numbers), and Meta will find people who are similar to them. It's a great way to expand your reach while still targeting people who are likely to be interested in your music.
You probably should look at tracking...
Tracking is another area that's often overlooked, but it's absolutely essential. You need to know what's working and what isn't, so you can optimize your campaigns accordingly. This helps make sense of all the data and really helps see if your money is being well spent.
Meta offers a range of tracking tools, including the Meta Pixel and Conversions API. The Pixel is a piece of code that you install on your website, and it tracks user actions, such as page views, add-to-carts, and purchases. The Conversions API allows you to send data directly from your server to Meta, which can be more reliable than the Pixel.
Setting up tracking can be a bit technical, but it's worth the effort. Without it, you're essentially flying blind. You won't know which ads are driving results, which audiences are engaging, and which parts of your funnel are leaking.
In particular, Conversions API is the one to look at to avoid having dodgy data and not be able to properly see what you're achieving and tweak accordingly. I'd say look into setting that up asap if you haven't already.
You'll need a Landing Page...
You’ll wanna set up a dedicated landing page. This can be on your existing website or a separate page altogether that’s set up to promote your music, specifically for visitors that click on the adverts. The landing page should follow a specific flow: 1. Headline – What are you offering and why should people care? 2. Social Proof – If you have some social media buzz, mentions, number of followers, then make that loud and clear on the landing page! 3. Engaging Content – You may want to embed one of your best videos on the landing page, but keep it short and sweet. 30-60 seconds should suffice. 4. Call To Action – This is where you want to send visitors that land on the landing page. Whether it be to your Spotify, a song, or another landing page, then be loud and clear with it! You don’t need fancy software or hosting – a landing page is relatively cheap to set up and can make a huge difference in your conversions.
You should A/B test all adverts...
Finally, I'd strongly suggest A/B testing all of your adverts. Testing 2 different headlines, thumbnails, descriptions or CTAs on a singular advert can drastically affect the metrics. Make a copy of the advert, and change 1 thing on it at a time. It may take a while to see results, but they are 100% worth it! A/B test what you are targeting too, it all makes a difference.
You should test the adverts over time...
Running adverts constantly can be a drain on your budget. I’d suggest running an advert campaign for 1 month, and then pausing the adverts for 2 months. This way, when you run the adverts again, you should target new people that haven’t yet seen the adverts. Make sure to save the audiences that converted well in the past, so you can target people similiar to them!
I've detailed my main recommendations for you below:
| Recommendation | Description | Why |
|---|---|---|
| Organic-feeling Videos | Ensure TikTok videos don't look like ads. | Prevents audience turn-off, keeps content authentic. |
| Specific Niche Targeting | Identify and target specific music fan demographics. | Increases ad engagement and relevance to right audience. |
| Implement Conversion Tracking | Set up Meta Pixel and Conversions API for tracking. | Ensures campaign optimization based on accurate data. |
| Landing Page | Set up a landing page for the traffic that clicks the ads | Allows a clear and easy destination for prospective fans. |
| A/B test | Constantly A/B test the adverts for better performance | Helps to narrow down the best performing adverts to reduce wastage |
| Testing over time | Pause adverts every so often so you can target new people! | Allows you to bring in fresh audiences to the campaign. |
I hope this gives you a good starting point to work from. It takes a lot of time to get right, but trust me it is worth it when the results start coming in! And these are the main points to focus on as a starting point!
Of course, paid advertising can be tricky, and it might make sense to bring in some expert help to get the best results possible. At our agency, we offer a free initial consultation where we review your strategy and account together which usually is super helpful and gives potential clients a taste of the expertise they'll see going into their project if they decide to work with us. Maybe that could be useful for you?
Regards,
Team @ Lukas Holschuh
