As we’ve mentioned already, the most successful strategies for music promotion involve taking a holistic approach and this can include the carefully considered use of paid ads. There are misconceptions about how best to use paid ads along with who should be using them and when. In this article, find advice on how to navigate and potentially implement ads if they are the right fit for you.
Online ads are currently in the spotlight and they are often framed as a ‘hack’ to assist in boosting your online presence and reach. The issue is that ads are presented as a ‘quick fix’. They are not. Ads do no replace the need for genuine networking, both with potential audiences and industry professionals. Additionally, ads do not negate any issues that may exist in terms of a band’s social media presence or even the quality of their music. Consider your music, merch, social media content and general online presence. Is it professional? Is it engaging? Is it clear to on outsider who you are as a band and what makes you unique? These are aspects you should be addressing in order to be in the best possible position to push your promotional activities.
Networking – both in person and via the online space – is something that every band and artist should be undertaking prior to investing in ads. This can look like:
- Engaging in your local scene by attending shows and getting involved.
- Being genuine with comments and interactions on social media.
- Showing appreciation by sharing reviews and press coverage, tagging both the media site and journalist(s) (where applicable).
While seeking to increase your fan base is important, do not neglect your existing fans. Deepening your connections with existing fans is key to create a genuine community in your fan base of people who want to see you succeed, rather than having a fanbase comprised of passive observers who may not stick around. For those bands and artists who are smaller and at earlier stages in their career, this organic method of reach and connection building is a more effective investment. A significant amount of groundwork can be achieve simply through an applied focus with networking. As the audience increases organically, then ads can be implemented with an increased effectiveness from the solid foundation that has already been created.
When the time is right for paid ads to be utilized, the set up process of running ads requires attention. There is no point investing time and money in ads if they are targeted incorrectly. Consider the following aspects:
- *Who* is your audience – this can include age, gender, geographical location, but also interests in terms of music genres, fandoms, and other communities.
- *What* is it your promoting and how will this impact which platform is best for running an ad? E.g., for music videos focus on YouTube ads. Find further info on this topic here.
- *Where* are you directing the audience to? Are you sending potential new fans to your website, a new music video or a streaming platform? Consider what is most effective, and remember the fewer steps the better as multiple layers of referrals may cause you to lose interest.
- The content of the advert itself must be of high quality. Individuals who see it will make a snap decision on whether to engage with the ad or not based on the imagery, text and music included. Ensure the use of any image(s) or video is correctly scaled to avoid losing any quality. Proof read any text, and check (and double check) that any included links are working correctly.
Paid advertising has its place in the promotional toolkit, but it’s crucial that the groundwork is being carried out prior to investing in ads. Online adverts do not replace the need for authentic networking, but they can assist in pushing your new release or news into the realm of potential new fans.