I’m going to show you how you can promote your sound on Instagram using Facebook ads, to try and get more people using your song in their reels.
Objective:
To create a Facebook or meta ad campaign to promote a sound on Instagram, encouraging more people to use the sound in their user-generated content (UGC).
Key Steps:
- Access ads manager on desktop by visiting ads.facebook.com and creating a new traffic campaign.
- Target tier one countries and audiences aged 18-45 who like music similar to the sound being promoted.
- Select Instagram placements for the ad to promote the sound within the Instagram app.
- Obtain the real link of the sound by searching for it on Instagram via a mobile device, clicking on the three dots, and selecting “copy link.”
- Paste the real link in the ad to make it easy for users to share the music.
- Monitor the campaign performance and adjust budget, country distribution, music genre, and duration as needed.
- Consider trying a conversion-based objective if the traffic campaign does not yield desired results.
Cautionary Notes:
- Be mindful of the music genre chosen for promotion, selecting genres like pop, hip-hop, EDM, or R&B that are more likely to be shared in user-generated content.
Tips for Efficiency:
- Experiment with different budget levels, country distributions, and music genres to optimize the campaign’s performance.
By following these steps, you can effectively create and manage a Facebook or meta ad campaign to promote a sound on Instagram, increasing its usage in user-generated content.
Automatic Transcript (may have errors):
0:00 In this video, I'm going to show you a type of Facebook or meta ad campaign you can use to promote a sound on Instagram, meaning you can promote your song in the Instagram app for people to use it as a sound as a way to encourage more people using your sound in their UGC or user-generated content creations
0:18 on Instagram. And that sounds confusing for you. Don't worry, I'm going to explain it a little bit more. So essentially what I mean is every song that you distribute, assuming you choose to distribute it to Facebook and Instagram, has a page on there in which you can see how many times it's been used
0:35 in a real. And it's the same on TikTok. It's also on Facebook, but this is Instagram here. And essentially people will try to get more people using their sound.
0:44 And there's a lot of ways to do that, but there's one way you can do with ads, which is what I'm going to be showing you in this video.
0:49 Now this was originally brought up to me. I think six months to a year ago, someone asked, how can I promote my sound and they showed me some examples of people using ads to drive people to their sound and they were like examples from like decently major sources, like some major labels or at least some
1:06 big artists. So we did it and they had great results with it and I just never thought it was that significant so I didn't think about it.
1:12 And then a couple of weeks ago in my community, a couple of people have been asking questions about how to do it.
1:16 So I figured out how to do it. I mean really I was just trying to remember what I did back then for someone else.
1:21 But I ran this campaign and that I don't want to say that this is like an ironclad, this is the way to do it.
1:26 Because what I really want is for you to try it if this is something that's important to you and then report back in the comments how it goes because the people that I did this with six months to a year ago, get some great results.
1:39 This case, this particular campaign I had flopped for a variety of reasons that I will explain once we get through the other side.
1:45 But this is how you do the campaign. We have a brand new meta ad campaign. You don't know how to go to meta ads, just go to ads.facebook.com.
1:53 That should take you there. If you don't have an account, you'll have to make one, but you should know you're there when you're in ads manager.
1:58 Not ad center, not the boosted thing from your phone, but ads manager on the desktop. You're going to want to create a traffic campaign.
2:06 Now, the reason why we're doing a traffic campaign, if you know me at all, you know that I generally hate traffic campaign.
2:10 That's true. However, there are certain circumstances where you can't track things all the way to the place you're going. And this is one of those circumstances.
2:17 The best we can do is a traffic the campaign. You would never do a traffic campaign for Spotify, by the way.
2:24 Never. It pretty much never works. You'd want to do a conversion objective, which if you want to write that is check out this video right here for more context.
2:31 But going in here, the way I set this up is I'd put in some tier one countries, I believe, which these are the tier ones.
2:36 I targeted people 18 to 45 who like bands that are similar to the music that I have. And I ran it only on these Instagram placements.
2:45 The reason is I'm want people to use the song and an Instagram video. I'm gonna promote it on Instagram. Also, these are good placements that I use for other campaigns like Spotify promotion or streaming promotion in general.
2:56 Now, the kind of hack part here, or not hack, but the thing that makes us all work is making it easy for people to share the music.
3:04 And essentially, that comes down to this link here, this real link, which is exactly what I have open here. Now, a lot of people don't know how to find this.
3:10 You can't find this on the web browser. You have to, as far as I know, get it from the phone.
3:15 So, the way that it works is you go on Instagram and you search for the sound. Alright, so here we are on my phone and what I'm going to do is I'm just going to search for my songs.
3:24 I'm going to go up to the top and I'm going to type in this song was headlocked and I'm going to click search and I want to go to the audio section up top and here we see it.
3:33 So what I can do is in the very top right there is you don't want the arrow you want the three dots and then you can do copied link.
3:40 So that link that I just did is the exact link that I have here. This is how we got that link.
3:47 So you have to go in the phone and grab the link and you get the link and then you put it in your ad.
3:51 So this is why we're using a traffic objective, not a conversion objective. You probably could rig up a landing page and take it in there, but I don't know if it would be worth it.
3:59 But that's another reason why I want to hear people's feedback on this because it seems like there's some demand for people to promote their sound, and they have various strategic reasons for wanting to promote their sound.
4:12 This thing, it's like it's a very specific strategy that people will have where they want to promote the sound and want to encourage UGC content or user-generated content, and this is a way to promote it.
4:21 Now, it might be best to do it in traffic campaign like this. It might be better to do something in the landing page.
4:26 It might be better to do a different strategy all in all, but this is where you come in. If this is a strategy that you've wanted to incorporate but never knew how to do it, this is the method that I'm proposing.
4:36 Please let me know in the comments what has worked for you because I will try other things and Make more videos about this in the future and if we can figure out a viable strategy then we all learn together as a group now Let me go through why this campaign failed one reason is I only spent $9 so I didn't
4:52 run this that long I really just wanted to see that This would be like a like reasonably viable cost per click 13 cents super cheap per click.
5:01 I'm doing this in tier one countries, right? So if I got a country's here, most of it came from Panama, but even in the US it was 23 cents.
5:07 I probably would have preferred the countries to be more spread out. If I saw this, there was mostly one country.
5:11 I probably would have removed them so that we could have had it spread across. But either way, a proof of concept here.
5:16 I'm only spent $9. Those are the countries we got. We didn't get any music generations, but it was only $9.
5:23 That's one reason why I think this didn't work. But the other reason why this didn't work is because this is an alternative metal song.
5:29 I don't think that this style of music is as conducive to people adding songs to their UGC content. I think that more people would be much more likely to do pop songs, hip-hop songs with really like compelling, lyrical moments that are just so super shareable, pop, hip-hop, EDM, R&B.
5:49 That stuff, I feel like, is much more like stuff you're going to use in UGC-created content. So, I think that was a bad call in my end.
5:56 I shouldn't have picked my metal band. I should have picked one of my other artists in my label pop artists or I should have picked even my own electronic music that just would be more conducive to this arrangement.
6:06 So try more budget, try maybe bigger country distribution, trying to do with the type of music that's more conducive to this type of thing and maybe a part of the song that's more conducive to sharing.
6:17 And then lastly, seeing how this worked over a longer duration, if it doesn't work, trying it with a conversion based objective.
6:24 So this video, I wanted to show you what I've learned. what I have tried and then get some feedback from you.
6:32 So please, if you've tried this or if you had good results related to this, let us know in the comments because I will make a new video and help everyone else know how to do this.
6:39 So I hope you found it interesting. Let me know how it goes. Thanks for watching and if you want to learn how to promote your music on streaming platform, check out this video right here and this video under it is whatever the YouTube algorithm thinks you should watch next.
6:50 So hopefully it's a good recommendation. But anyways, thanks for watching And I'll see you in the next video. Bye.
Check out this YouTube music video ad campaign I ran where we got 10k views for $17!
If you want to learn how to use Facebook / Meta ads to promote your music on Spotify, check out my course Spotify Growth Machine.
