One common thing that I hear from musicians is "I used Facebook ads once and it did not really work for me."
And that's not common for many companies, not just for musicians. But as a musician we do not sell a solution to a problem like a dentist or a lawyer. So we have to market music differently.
Many musicians have an album or a single to promote. They make a post that says, "Look at my cute new single!" Then they put a million different links to iTunes, Spotify, Tidal, SoundCloud, YouTube and Bandcamp and tell people to listen to them for free.
This method has some problems.
The first problem is when you send someone to a third-party platform, such as Spotify, that it's next to impossible to track how many people got there from your ad. In addition, you will not be able to follow these people because you do not have an email address or have the ability to retake it.
The second problem, however, is more related to human psychology. When we meet someone for the first time, it is very unlikely that we will do anything that they ask us to do.
So when a stranger approaches you and asks you to do something, it will not happen. When a friend asks you to do something, you're much more likely to do what he wants.
This GO CHECK OUT MY MUSIC indicator does exactly the same thing.
I like to make an analogy to explain this.
Let's say I want to promote my cool new country album, so go to my local country music bar and go to the first person I see and say:
"Hey, I have this cool new album, I really think you'd like it, you can listen to it for free, but we have to listen to it in my car because I only have a copy of it, so you want to watch it get it out? "
The chances that this person will do that are low to no.
And that's exactly what many musicians do with their ads.
They basically ask a complete stranger to stop everything they do and then leave Facebook to listen to your music.
And there's actually a much better way to promote your music with Facebook ads.
Imagine this other scenario …
You go to your local country music bar, but this time you go to a DJ or bartender and say, "Hey, if I gave you a few bucks, would you play my new album for everyone to hear?" You say yes and attract it.
Now you look around the room and notice that some people nod with their heads and long for their sweet tunes.
You go to them and start a conversation and tell them about your band, that you moved here from another city. At the end of this interaction, you say, "I'd like to share my EP for free. Can I get your email to send you?"
You say yes. And boom. You now have a direct connection to someone who is interested in your music and might become a fan.
On Facebook, we can do the same by running a paid video ad. Do not put any links or anything crazy in the text. Just a simple headline. In this way, people can naturally discover your music and, if they are curious, click on your page and learn more about them.
And if you've set up your custom audience lists on Facebook, you can later post a follow-up ad for them and ask them to give you their email address in exchange for your album for free.
This method is a much better way to promote your music on Facebook because you do not ask a complete stranger to do something. Instead, you share your music and you can choose to watch your video or scroll to the next element.