When it comes to marketing & bringing the music of young, talented artists to the people on the internet, Philipp Lützenburger is one of the big names within the German music industry.
The 26-year-old has been accompanying independent artists and labels in the implementation of digital marketing campaigns for 5 years. As a 3x certified Meta Business & TikTok Agency Partner, he knows every single setting in the platform’s ad managers. In the following article, the expert explains which three types of target groups work best when using digital ads.
Interest Based Targeting
Let’s start with the most obvious. The interest-based targeting. Here, platforms like Meta & TikTok give us a wide range of terms. The users who then interact with these topics (fan pages, Instagram accounts or even groups) are then targeted. This works very well for genres, especially in the beginning. When trying to reach fans of similar artists, it becomes more difficult. Here, only the really big stars are available for selection. If you are also an artist in a niche, it may be that one of the following options works better.
Engagement Based Audiences
The following setting is particularly suitable for artists who already have a large following on social media or have placed ads in the past. In the Audience Manager, you have the option to combine all people who have interacted with posts or ads in the past into a Custom Audience. This is possible retroactively for up to one year. In practice, these so-called Engagement Based Audiences prove helpful when it comes to forming larger Lookalike Audiences. These are target groups extrapolated by artificial intelligence (A.I.) to be as similar as possible to the smaller Custom Audiences. In this way, precise retargeting campaigns as well as high-quality prospecting campaigns can be realized. Without running the risk of burning out the target groups.
Pixel Based Audiences
Finally, there is probably the most valuable source for target groups. The Pixel Based Audiences. These are, just like the Engagement Based Audiences, Custom Audiences, only that the acquisition does not take place through interaction on the platform, but through activity on a homepage or landing page.
As an example, this can be a classic smartlink like you know from the Instagram bios of many musicians. There you will find all digital providers like Spotify, Apple Music, Deezer & Co. With most providers, such as LinkFire or ToneDen, advertisers have the option of integrating the so-called pixels. These are small snippets of code that send user data back to Facebook or TikTok. This way, the platforms know what happens on the external pages and can optimize campaigns on a daily basis.
As an artist, you would now build a lookalike audience of all the people who clicked on, say, Spotify, or one of the other buttons, in the last 365 days. This can greatly improve the performance of a future campaign, as the platforms know exactly which people are most likely to perform my desired action.
Summary
If you’re an artist or manager yourself, be sure to test different approaches for your next ad campaign. Please note that due to Apple’s iOS14 update, Pixel Based Audiences may be limited. If your smartlink provider supports server-side tracking, take advantage of it.
If you have more questions about this topic, or are looking for an expert to help you with your next campaign, sign up for a free consultation at the official website of Swipeup Marketing.
Disclaimer: All options presented refer to a setup in Facebook Business Manager / TikTok For Business. Running campaigns via the Boost functions within the apps is not recommended.
