Let’s talk about the side effects of running Meta ad campaigns for music promotion. Meaning, even if you’re driving people to Spotify what happens to Apple Music and YouTube music?
Transcript
Transcript (auto-generated, may contain errors):
00:00:00 Pretty recently, I made a video going over this particular song here. And I think at the time it had about 2500 streams in the first week of release, and it's been another week, but today we're not going to talk about the Spotify results this time. We're going to talk about a few other metrics other than Spotify that a lot of people don't mention. You know, when I make a video, a lot of the times I'll talk about Spotify metrics in the title just because Spotify is the thing that most artists are concerned about and are
00:00:25 looking for online. But it's not the whole story. Because if we look at the landing page stats and we go down to the breakdown of DSPs, we have people going other places. We have bunch of people going to YouTube. We have a bunch of people going to Apple Music. We have dieser. We have Amazon. We have Soundcloud. We have Title. We have iTunes. Uh we're not going to look at all of those, but I want to focus on two specifically the the next two. Apple Music and YouTube in particular. We have not done any
00:00:53 promotion for this video other than releasing the video and adding it linked onto this landing page. That's it. No YouTube ads, no posting about the YouTube video. We don't have any social media post for this song. It's literally just the ad campaign on Meta promoting the song primarily on Spotify as you can see by the 68% going to Spotify. And we've actually never run YouTube ads, at least I don't think we have, on any of these videos. So all of these views are organic, but they're also a side effect
00:01:23 of the advertising that we're running. So there's,00 views on the Hell Divers video that came out nine days ago. So it didn't even come out on release day. I don't think I think it came out a little bit later. And we got 1100 views on it just as a side effect of people seeing the ad and then coming and checking it out. If I open this up, pause it before it plays too much. It's nothing fancy. It's literally just a visualizer. There's decent amount of comments and there's a decent amount of likes, right?
00:01:45 So you can see that it's not just like fluff engagement. This is like people who saw the ad who then went and looked it up on YouTube and came over and checked it out. And so this channel has gotten 370 subscribers, 1100 views on YouTube for that and then you know another like 17,000 across other videos for a total of 18,000 views without running uh YouTube ads. And the reason why I'm pretty sure we've never run YouTube ads as well cuz I think we tried it once and YouTube rejected it for shocking content because we we we're
00:02:12 like kind of a heavy heavyish band for some of these songs. So I think YouTube was a little scared. So, that's the YouTube side of things, but you can look at the overall stats for the Murder Night uh profile and you can see right if we go to Spotify, this song came out the 21st 2025, you see starting the 21st, this kind of increased. And if we look at past 12 weeks, starting the 21st is an increase. If we look at Lifetime, this might be a little crazy. You can see a big wave in the increase. A lot of big
00:02:40 waves back here because this is back when we were releasing new music. We haven't released music this whole time in the middle. So, it's pretty obvious that this new song is causing some growth. And we can click on it and we can see we can see my metrics that the song has gotten. And it's nothing crazy, right? We're definitely getting the bulk of our stuff on Spotify. But we do have 339 plays. We do have 28 Shazams. And we do have one iTunes purchase. And it's predominantly in US and Canada overall.
00:03:05 Shazams, interestingly, Brazil and Mexico is the most, which is unique that the the Shazams don't line up with the uh plays. But that's kind of besides the point. The real point is that we didn't try to do anything to promote Apple and we still got several hundred people checking out our song on Apple as a side effect of the campaign. We got over a thousand people watching our video on YouTube just as a side effect. I don't know exactly how many Instagram followers we've gained, but there's been
00:03:31 a handful, maybe like a couple dozen. And on Soundcloud, which I didn't say we were going to talk about, we hadn't we only posted our first song. We didn't post the next five songs on SoundCloud because I think we forgot we had a SoundCloud. But I just uploaded this on Soundcloud just to see what would happen. And it's got 19 plays, three likes, and two reposts on SoundCloud. We literally didn't even acknowledge anywhere that we uploaded this thing on SoundCloud. It's just linked on this page, right? We see that we had 13
00:03:57 people click our SoundCloud link. Over here, we have 19 plays and three hearts and two saves. And any one of these platforms, you're going to see growth. If we go on this landing page, and I haven't pre-checked this, so I have no idea what we're going to see, but if I click on Dieser, I'm hoping that we're going to see something happening. Now, Dieser doesn't show you public stats, but they do see show you that you have fans. And so, we can see here that well, it's not a top track, but we do see that we have
00:04:24 40 fans. So, I guess that wasn't as exciting as I thought it might be. But I think what might be interesting, and again, I haven't pre-checked this because I want to kind of be surprised. If we go to YouTube Music, which is not the same thing as YouTube, right? I I showed this to someone last week and they didn't even know YouTube Music existed, which I thought was kind of funny. Um, it's a separate streaming platform. It's it's it's people pay for YouTube music and it's actually pretty nice overall. Um, but you can see here
00:04:48 it has 1300 plays on YouTube Music. In reality, what this is, that represents the,00 views from the YouTube video and then another 200 views or plays rather from YouTube music. And you can see all this stuff here. We have never promoted our YouTube music. We've just run campaigns like this where we have other buttons and in some cases we don't even have the YouTube and the SoundCloud and the YouTube music linked. People just see it, they shazam it, find the name of the song and they go listen to it on
00:05:17 their favorite platform. Anyways, and all of these metrics are things that we don't often talk about. I did do a previous video a couple years ago, I think that I'll link here if I can find it, uh, going over some of these metrics and quantifying some of them for one of my music projects. But again, this is all stuff that's valuable for you long term because it's good not to be solely reliant on Spotify because their algorithm can change. They might be become not the most popular streaming service at some point in the future. You
00:05:45 never know. So, it's good to diversify, have kind of start growing your fan base across places that matter or make sense for your music. And what I mean by that is sometimes different platforms make sense for different people. I know people with three billion streams on Pandora. I know people that drop an album on iTunes and get 5,000 sales that first week. I know people who make way more money on Amazon Music than they do on Spotify. Now, most people, most artists, Spotify is actually the highest
00:06:10 paying DSP. The vast majority are out there. A lot of people on Spotify, and there's a lot of reasons why that's deserved. But the reality is for most artists out there, Spotify is the number one paying streaming platform when it comes to the raw dollar amount they're making. But that won't always be the case depending on your niche and that might not stay the case forever. So in my opinion, it's good to kind of spread out focus where it matters. If you have people going everywhere, you might never
00:06:36 trigger an algorithmic playlist on Spotify, but over time, I think you should start trying to build up a base in different places. So anyways, hope you found that interesting. If you want to learn how you can promote your music using Facebook ads like I showed for the the campaign, uh check out this video right here where you can see the whole process from start to finish. And if you want to see the video that I was referencing when I covered this song before, check out this video down here.
