How To Build A Local Fanbase On Spotify with Facebook Ads
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- Опубликовано: 2 окт 2024
- If you're trying to build your local fanbase because you care about playing shows and touring, this is one approach you can follow to build a local fanbase on Spotify using Facebook ads (Meta ads).
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sleeping on the youtube algo. do some videos on this.
How’s RUclips ads been for you, better than Instagram?
Having got some decent monthly listeners through following your tutorials and other tactics, I've been thinking about exactly this problem of building a local audience for getting people to shows in our hometown. So this is exactly the sort of discussion I needed! Having one campaign focused on building a Spotify audience and another focused on a local audience makes a lot of sense. Thanks for the video.
How's it working out?
@@ill.anatomy Online things are going well, and actually our audience is becoming more UK centric which suits our short term live ambitions. But I've still not cracked selling tickets locally!
You read my mind, Andrew! This is exactly what I wanted to know more about. 11,500 streams following your Spotify Growth Machine course 😄
People NEVER talk about the fact that you can have under 1000 streams and STILL get into all of the algorithmic playlists on Spotify. They just need to see organic movement.
It's time to consider Africa in your course, most especially Nigeria where music is huge, just saying.
YES THIS IS EXACTLY WHAT I NEEDED THANK YOU
Awesome! Looks like my mind reading powers are still intact. 🤘
@@AndrewSouthworth I think at the end of the day for a musician it all drains downs to people coming and stepping into your show with big amounts of streams serving as a big bonus (and maybe some money if you suppress a few good millions of them)
hey andrew! I was curious how u go about advertising songs that are explicit. do u just avoid these songs altogether? use a radio version? would love to hear your thoughts.
Ideally you'll have a clean version for use in ads. You can also just avoid using explicit parts of the song in your ad. It doesn't matter if the song itself is explicit, you just can't use explicit portions in your ad.
Your insights on local vs. global Spotify ad targeting are incredibly helpful!
Needed a response for my forbid campaign. Emailed support and still haven't got a response. Please help me out since the campaign has been delayed multiple times due to lack of communication from their end. Thanks!
Hey I pinged the team today to let them know and they got back to you today.
@@AndrewSouthworth highly appreciated Andrew! On a side note, I actually just got one of my songs removed from Spotify due to "artificial streaming".... This is highly suspicious though since the track in question was submitted to multiple playlisters 2 days ago (Groover and SubmitHub). I got onto a few Playlists today I got the email. This was my first time using these services and all things point to one of the playlists being botted. Any suggestions on how this situation could be handled? Thanks again and keep up the great content!!
00:00:00 - Introduction: Growing Spotify Audience in Local Markets
00:00:24 - The Cost of Local Targeting in Ads
00:01:15 - Algorithmic Push vs. Local Market Focus
00:02:02 - Balancing Local Touring and Streaming Growth
00:02:26 - Using Facebook Ads for Local Spotify Campaigns
00:03:21 - Adjusting Ad Sets for Local Markets
00:03:56 - Considerations for Targeting Multiple Local Cities
00:04:51 - Challenges of Smaller Local Audiences in Ads
00:05:19 - Is Local Spotify Targeting Effective for Touring?
00:05:47 - Alternative Approach: Engagement Campaigns for Local Audiences
00:06:42 - Using Video Views to Build Local Audience
00:07:09 - Retargeting and Cost Considerations
00:07:37 - Creating a New Campaign for Local Audience Engagement
00:08:09 - Simplifying Local Campaigns: Focusing on Broad Audiences
00:08:34 - Expanding Artist and Genre Targeting for Local Campaigns
00:09:25 - Considering Streaming Platform Agnosticism
00:09:54 - Adding More Placements for Local Campaigns
00:10:51 - Genre Considerations for Local Campaign Size
00:11:15 - No Secret Algorithm Hack for Local Targeting
00:12:07 - Financial Considerations: Stream Payouts by Country
00:12:31 - Avoiding the Myth of Local Algorithm Boosts
00:12:59 - Separating Campaign Objectives for Better Results
00:13:24 - Conclusion: Learning More About Running Ads for Spotify Growth
As a musician in San Francisco trying to grow my following in the Bay Area, the first 23 seconds of this video hit different...lol
SF artist here too, felt targeted 😂
@@slowcoastmusic How are we not friends?lol
@@connormorrisonmusic did we just become best friends
@@slowcoastmusic lmao yes, I believe we just did. :P
Andrew definitely needed this video thank you! Was curious if you already had a video that strictly deals with creating retargeting campaigns, I have tried before to retarget people that have watched a video but it just had terrible/no results
Would it make sense to do both tier 1 & 2 and run local ads? Just put a lower cost on the local ads when you don’t have any shows but still want to grow a local following.
I commented too soon, I see you said you can run two different campaigns at the same time.
Saw you found it later in the video, but yeah for sure! Sometimes you might find the local versions aren't that bad for certain songs, so maybe it's worth testing it out for every song if building a local audience is important to you. Then when it's not that bad you spend more on it and when it's super expensive you spend very little on it.
So, video view campaigns are a good way to generate interest prior to setting up an events campaign for your show? and you can you use the video view audience to retarget
Hey Andrew! Watch your Ad videos all the time, and had a question. I was able to book myself at 30 venues last year, so I've got some motion in some areas in Tennesee, Kentucky, and Indiana. I also know of well known, active music areas like Bowling Green Kentucky which I haven't actually performed in yet. With the areas I've been to, and one I know like wise artists and producers are active, would it still be a good idea to push to an audience this size in hopes to get booked again in these areas? My audience size at the moment is 5mil-9mil... Thank you!
As a local SF indie band, this video came at the perfect time. Was trying to navigate setting up a similar campaign. Glad to see the increased costs validated. For the video view engagement type, would you be worried about running into issues with bots since you're not using a landing page? or is that less of a concern since it's a hyper local campaign?
Spotify increased prices for its premium plans in the US: individual to $11.99, duo to $16.99, and family to $19.99
Yep! It sounds like all the streaming platforms are going to have continual price increases over the next couple years. They're basically pulling what the video streaming services have already pulled... get all the users, start incrementally raising prices to where they should have been all along.
Spotify will hopefully finally become profitable (they've never had a profitable year), artists get more money (they essentially pay out 70% of all money they receive) and consumers still pay almost nothing for infinite music.
@@AndrewSouthworth I don't care anymore because I switched to Spotify Free (Desktop) out of protest. If they restrict this, I'll just use RUclips Free, not only for content but also for music. Honestly, I see almost no potential in Discover Weekly or Radio anymore because I'm completely saturated with music. I can't even keep up with Release Radar, which is full of artists I love with all my heart!
Super helpful, thank you Andrew! By the way, the audio is 🔥🔥.
Not sure if I missed this. But what kind of content/ask would you be serving with the 15 sec video? Thx
This is a great video thanks Andrew !! I wonder if selecting few tier 1 and tier 2 countries in the facebook ads list is a better idea in my case.
My song is in french, so would that be valuable to send conversion traffic only to french speaking territories like France, Belgium, Switzerland and Quebec ?
is it true that facebook ads are charging an extra 40% fee or something like that to run ads now? Or have things been the same?
Gotta retarget those video views with a campaign to grow your email list. 👍
Bro i emailed you for a facebook campaign but you didnt respond
Thank you for this, Andrew. We have two local shows coming up and a video views campaign seems like the right move to get more people to retarget. It's kinda funny to me that we have 10k global monthly listeners and maybe two or three dozen local fans who we can count on to attend a show.
I'm actually amazed at how well this is working so far. Lots of good engagement and interest in our shows, at a cost of under $0.03!
Full disclosure: I used an existing post of a performance video of our best song. The post itself asks people to tell us where they'd like to see us play, so that conversation is already started.
@@MattRockman5077are you seeing them engage with the ad on the IG side? Usually I see them liking the ad and can then reach out and chat about coming to a show but I don’t see that with this video view priority format yet.
@@slowcoastmusic I definitely noticed a bias towards Facebook comments, although there was a good mix of both.
Thank you 🙏
Thanks for the video Andrew, it's a great insight and I always love to get new ideas from people like you who have great experience with it.
The way targeting local audiences for gigs I use is very similar, but has some important differences. Basically, I run at least 3 campaigns.
In the first one I only do an Engagement campaign to study the territory. No call to action, no link, just video watch.
I will target the full national area and see which region responded the best (meaning, where do I have the most of people watching at least 95%, 75% or 50%). As you said, no Spotify interest, but I would not even add other DSPs.
In the second one I will do another Engagement campaign for video view with no call to action retargeting people who watched at least 50% (75% if there are many). In the meantime I start looking for clubs who can host my gigs and decide a date.
Finally, I will go with the third campaign retargeting those who saw at least 50% of the previous campaign (and excluding those region of the second ads that may have shown poor results). Here I explain when and where is the gig, give a call to action and make them buy the tickets.
In this way I have been warming up the audience, some of them started showing interest from campaign 1 and added me on socials and I can dramatically increase the sales of tickets in areas that are interested and tested, without me guessing. Trust me, sometimes the results you get are mind-blowing. For example, I am now targeting Italy for a tour, and I would have never expected that in the deep South, in Sicily, there is way more interest than in regions in the North like Veneto.
Hope this can help and could start a lot of healthy conversations (including you, Andrew ;) )
IMPORTANT NOTE: if you want to have the breakdown for regions, you need to do Engagement campaigns, not Video Views. It is counter intuitive, but I was on a call yesterday with Meta support and realized I burned 60$ and a week time for nothing.
Cool insight. Ive got a qiestion for you. Whats the ratio of monthly listeners in a city to people who cake to the gig?
@starrsixx6205 didn't check that, so I can not give a specific answer. Usually, they are two different beasts, meaning that people I gather through lives come to more shows, but rarely become recurring listeners on spotify.
Some tell me they listened to the songs and like it, but it's a small percentage.
The good thing is that people who come to a gig want more food, and there are way more money involved there than on spotify.
Depends on your game, of course, but making music as a career, I prefer gigs (tickets, merch, performance royalties...). Spotify is just a marketing tool to me
useful video
Super useful! You would run this pre tour to build fanbase, if you were to play the city? Would you also not run ads for ticket sales and merch (merch, maybe post event)?
I do use this strategy. Use meta ads for awareness in cities that we're going to be playing. Engage with the new people and then retarget when we play a show there.
@@thelancashirehotpots Makes a lot of sense! Tnx
Been waiting for this👌
Pleas take away the background music. Annoying & distracting. Thanks.