Meta ads and media buying for Spotify is taking over the music marketing scene, again... They are artist friendly, budget friendly, scalable and can be done in-house with some help.
Winning ad creatives (videos) is an art / skill within it self.
With that being said, we have been able to pull in conversions as low as $0.06 (landing page streaming button click Tier 1+2).
And part of that is due to the ad-creatives.
Some Quick Note :
Sometimes low effort converts better than high production value.
You want to try an capture an overall feeling, interest or lifestyle instead of a specific genre, artist or sound.
The structure of your campaign on backend and many other variables will also heavily affect performance of your ad creatives.
Let’s start with a quick checklist! (My name is Benjamin btw)
Here’s a checklist that your ad creatives should follow when targeting music streaming platforms :
Open the video with a solid visual or written hook.
”Best songs to listen to on the weekend”
”Same songs on repeat?”Within the first 3 seconds, show the logo of the streaming site your targeting (i.e Spotify).
Show either a screen-shot or screen-record of the destination after clicking (Spotify screenshot, playlist scroll through).
Every 3-5 seconds, something new should happen..
A bit obnoxious right? Yupp.
This media has a purpose though.
Keep the audience interested with semi quick cuts, changing text on screen, and encouraging CTA’s (Call To Action).Keep the video short, 15 seconds tops
(anyone who watches 75% is worth re-targeting).
These are some examples that we’ve helped make in-house for clients.
This example embodies basically a perfect ad for this use case.
Quickly grabbing attention, showing the results, and also changing text providing encouraging CTA.
Quick written/vocal hook.
Written text through-out the video with constant changes / visual cuts.
Streaming Logo within the first 3 seconds.
Quick written / vocal hook.
Followed by quick cut aesthetic video & playlist thumbnail.
There are many optimizations we’ve made since making these, but the bulk of everything here is what we still follow when setting up any ad creative that specifically for moving users from Meta (Facebook & Instagram) to music streaming platforms like Bandcamp, Spotify, Etc.
Hope this helps!
Feel free to tap into the chat, message & start a conversation.
Comments
Nothing yet. Say the first thing.
Sign in to join the conversation.