Are you a musician who is preparing for an album launch? If yes, do you know how you are going to get the word out about your upcoming event? Could you do it using Facebook Ads? Hi, my name is Francisco, and I am the owner of Planet Marketing, a Digital Marketing agency. My company specializes in Facebook Ads, Google Ads and Remarketing. I have been doing this for over a decade. In that time, I have worked with a number of musicians, not only on album launches, but also to expand their horizons beyond their current audiences. One thing that I have discovered is that Facebook is one of the best platforms to do marketing for musicians. This is what I am going to show you here. In this article, I am going to;
- Explain why Facebook is the best platform to do ads for musicians
- Show you how you can begin creating your very own Facebook Ads
Should Musicians Advertise on Facebook?
The era where being talented counted when it came to making sales has long since passed by. In the digital age in which we find ourselves today, you are much more likely to have greater success by exploiting the various tools that are at your disposal to reach out to the right target audience. Being good is no longer enough. In this day and age, it’s possible for a mediocre musician to actually perform better than a great one. It all has to do with marketing and how good you are at it.
I have previously written an article on how to do Facebook Ads marketing for Kindle writers. That’s another area that has shown the power of social media. Today, a very bad writer can still gather quite a sizeable following by advertising on Facebook. For musicians, the following are some of the reasons why Facebook is the best platform as far as marketing is concerned.
- Facebook is huge. It’s one of the biggest social networking platforms in the world. Today, it has a monthly active user base of over 2.7 billion people. What that means in reality is that there are over 2.7 billion potential listeners for your music on the platform. You just need to know how to reach them!
- Of course, people out there like different things. Not all the 2.7 billion people on Facebook are going to be enamored with your music, no matter how good you may be. As a musician, you have a certain type of people who you appeal to. These are the people to whom you should direct your Facebook Ads. The fortunate thing is that Facebook allows you to precisely target the people who you wish to reach. As a result, Facebook ads tend to have a comparatively high CTR and conversion rate.
- Facebook ads are easy to create. Or they are easy if you take the time to learn how to do it. That’s what this article is for. I am going to teach you the basics of creating your own Facebook Ads. The basics, because Facebook Ads Marketing has many facets. We are never going to cover everything in one article. So, I will show you the way, and it will be up to you to take it from there. And if you would rather have a professional do all the hard work, feel free to get in touch with me. Facebook Ads are what I do on a daily basis, after all!
- It doesn’t cost that much for you to begin running Facebook Ads. Most musicians, particularly those that are up and coming, get terrified at the prospect of advertising on Facebook. They imagine that they are going to need to borrow lots of money in order to do it. However, that is hardly the case. In fact, you can get started doing Facebook Ads for as little as $10. And for that, you will be able to reach quite a number of people. In fact, based on my experience, I can say that Facebook Ads is way cheaper than Google Ads. And in terms of performance, Facebook Ads does better.
Steps for Creating Facebook Ads for Musicians
In this article, I am going to assume that I am running a Facebook Ads Marketing campaign for a musician who is about to launch a new album. The aim is to get people to attend the event on the day of the launch. So, where do I start?
1. Generate hype using a short video clip or a free sample of your upcoming album
Well, the first thing to know is that Facebook Ads are created in Ads Manager. That’s where all the magic happens! And here is another thing; for musicians and other artists, it’s probably best to create a short video showing you strutting your stuff. The video should be no more than 3 minutes long.
Once you are done crafting your video, post it to your Facebook Page and share it with friends and family. Get as much publicity for it as is possible. I am assuming here that you already have a Facebook Page. If not, then you need to do that right now. They are free, so there is no reason for you not to get one. And a Facebook page is a great platform for interacting with your fans.
2. Go to Ads Manager and begin the process of creating your Facebook Ad
The idea in step 1 above is to generate hype around your upcoming album launch and to get people to like your video and page. That’s not very difficult to do if you are any good at what you do. The next steps will be starting the process of creating the Facebook Ad itself. Facebook Ads are created using the following steps;
- Choosing a Campaign Objective
- Setting up a Target Audience in the Ad Set
- Creating the Ad
i) Choosing a Campaign Objective
As a musician who is hell bent on advertising on Facebook, it’s important for you to have a few things in mind right off the bat. We have already noted one such thing in the preceding paragraph. You should have a pretty good general idea of what you want to achieve and how you are going to achieve it. In this case, we are going to create a Facebook Ad whose aim is to advertise an upcoming album launch for our musician. And we are going to make the ad in the form of a short video.
In Ads Manager, the first thing that you are going to do as part of the process of creating Facebook Ads for musicians is to choose a Campaign Objective. Facebook gives you 11 Campaign Objectives, from which you are required to choose only one for an ad campaign. That’s why it’s so important to have clarity on your goals. The following are the available Facebook Ads Campaign Objectives;
- Brand awareness
- Video views
- Store traffic
- App Installs
- Lead general
- Catalog sales
We will go with Video views
For this example, we are going to go with video views as the Campaign Objective for our Facebook Ads. Here we are not talking about the video that you shared at the top. We are talking about a video ad. As noted, videos tend to be the best choice for musicians. However, they are not the only possible option. You could, as an example, choose Reach as your campaign objective if you wish to have the word about your upcoming album spread to as many people as is possible.
You could also choose Traffic as your campaign Objective. Let’s assume that you have created a landing page on which people can download one of your songs for free. Or maybe the landing page is where people can book for your upcoming concert. With Traffic, the objective will be to get them from Facebook to your landing page.
Possible types of video for our Facebook Ads
The following are the possible videos that you can create for use in your Facebook Ad;
- You can have a short clip of you performing live
- You can also create a video announcing your upcoming album launch
- You can create a funny video highlighting your upcoming launch. Funny videos tend to be the best because they have the ability to capture the attention of your target audience.
ii) Audience definition and targeting in the Ad Set
The greatest thing about Facebook Ads is that they can be precisely targeted. You can get them to reach just the right person, which increases your chances of conversion. However, this does not just happen on its own. You actually need to do a lot of work to set up your target audience. This is done in the Ad Set section. The Ad Set section has a number of important settings;
Budget and Schedule
This is one of the most important settings that you are going to need to work on in the Ad Set section. We have already noted that most people are terrified about the costs of advertising on Facebook. However, that need not be the case.
What we can say is you should set a limit on how much to spend when creating Facebook Ads. If you do not do this, Facebook will keep on deducting money from your credit card. So, having a limit ensures that you know very well how much you are going to spend per campaign. You can limit spending by setting a lifetime budget or by setting a daily budget. You need this to retain control of your spending.
In the Ad Set section, the Audience section is really where you begin defining your Target audience. The questions to ask yourself here are who is in my target audience and where do they live? You also need to ask yourself what these people’s interests are. In this section, you have the following options;
- You can use a saved audience
- You can create a new audience
- You can use a lookalike audience
Creating a new Audience
You have a number of options when it comes to creating a new audience. However, the good thing is that you don’t have to do this all the time. You can save your audience for use on other campaigns. But first off, you need to be really clear who constitutes your best potential audience. When creating a new audience, you can do so using the following settings;
Where do you sell your music? Are you international, national or regional? Musicians have always had the potential to be global. However, that may not be the case for you if you are getting started. And for an album launch, you need to limit your audience to a specific area. For this example, we are going to have our Facebook Ads for Musicians delivered in the United States and in the United Kingdom. That’s even too generous and would work if you are a big musician. Otherwise, restrict location to a specific city or state.
Age is another setting that you can use when defining your target audience. Music tends to be age specific. What your parents like is probably not what you like. As a musician, you know who you appeal to the most. So, you can use this setting to reach out to these people. For this example, we are going to target people who are between the ages of 18 and 30.
Music can also be gender specific. Of course, that all depends. For our example, we are going to go with both genders for our audience.
Perhaps you are a Spanish singer and you wish to have your ads delivered only to people who speak that language. If that is the case, then you can use the Languages setting to further define your target audience.
The detailed targeting section is one of my favorite sections when creating Facebook Ads. So far, we have just been generalizing; men and women in the U.S and in the UK who are between the ages of 18 and 30. The detailed targeting section allows you to really zoom in on your target audience. For this example, we are going to assume that we are doing an ad for a hard rock musician. As such, we will target the following people;
- People who have expressed an interest in pages to do with heavy metal
- Others who have expressed an interest in pages to do with Heavy metal guitar
- Those that have expressed an interest in pages to do with rock music
- People who have expressed an interest in pages to do with Hard rock
This is actually a very useful setting when creating Facebook Ads for Musicians. To get here, click on More Options under Languages. Here, you can target people based on how they have previously interacted with your page or event. As an example, you can do the following;
- Target people who liked your Page,
- Friends of people who likedd your Page,
- Exclude people who like your Page,
- People who responded to your event,
- Exclude people who already responded to your event,
- Do advanced Combinations.
People who have already interacted with you on Facebook in one way or the other are very easy to target when creating Facebook Ads. That’s because they are already interested in you. As an example, when creating Facebook Ads for musicians, you can target people who have already liked your Facebook Page. So, these would be people who are already into in your type of music and they are likely to be interested in your upcoming album launch.
iii) Creating your Ad
This is the final stage when creating Facebook Ads for Musicians. You need to really work hard in this section because this is what people see. We have already noted that we are going to run an ad in the form of a short video. In fact, your video Ad should be no more than 15 seconds long. That’s because people have way better things to do on Facebook. They don’t have the time to spend watching a boring video. So, you have a huge challenge. How do you capture their attention in a few seconds?
There are some important settings when it comes to creating your Facebook Ads for Musicians;
The primary text appears at the top of your ad. You need to make it short and catchy. Again, people on Facebook would rather watch poodles performing tricks. They don’t have all day to spend on your ad. So, make it clear what you are promoting right from the word go.
Add a website URL
You can add a website URL if you wish to have people who click on your Facebook Ad taken to a landing page. So, here we are going to assume that we want to have people taken to a page where they can book for our upcoming concert. So, we have added a URL.
You have the option to add a headline. Try to make it short and to the point.
Call to Action
The Call to Action is another section that you can use to try to get people to take a particular stand. In this case, we wish to have them book for our album launch.
You can do tracking for your Facebook Ads via Facebook Pixel. This is a wonderful tool that allows you to increase your conversions by showing people ads based on their interest on your website. So, if a person visits your site and they show an interest in one of your albums, they are then shown relevant ads when they go to Facebook.
As noted at the top, creating Facebook Ads is not the task of a single day. You need to be at it for some time to get it just right. If you need help, don’t hesitate to get in touch with me. I have come up with a number of products that can help you. My Facebook Ads Setup Plan, as an example, is useful for those that do not have the time to do all the work. You let me do the hard work, and I will deliver to you 2 live ads along with everything ready for you to continue creating your own Facebook Ads.