How-To Use Facebook and Instagram Ads to Promote Your Music and Videos [Crash Course]

 
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If you want to get your music and videos in front of millions of people, Facebook and Instagram ads are one of the cheapest yet most effective ways to do it!

It’s way more effective than any blog post, and by targeting your ad properly, you can get your content in front of the people who would appreciate it the most (and therefore will spread it to others). 

You can do ads for almost anything, for instance:

  • To promote your latest music video (or some other awesome video content, maybe some cool behind the scenes footage)

  • To promote an upcoming show or tour

  • To promote your latest song

  • To promote your merch

  • Other exciting updates that you want to share with your fans

Since Facebook now owns Instagram, you actually set up Instagram ads through Facebook Ads Manager. So, the good news is that if you’ve ever run a Facebook ad before, you pretty much already know how to run an Instagram ad. If not, all you need to get started is a Facebook page that’s linked to your Instagram account.

Once you have correctly set up your Facebook account and linked it to your Instagram, you can put in some extra cash and watch your ads do their thing as new fans are reached with this extra boost.

A few quick facts about ads:

  • The most effective ads we’ve seen used video in the ad. 

  • The better targeted your ad is the more people you will reach and the more engagement you’ll get. 

  • Instead of targeting a bunch of locations at the same time, you’ll want to create multiple ads - each targeting one main location at a time

  • The more you can spend on an ad, the more people you’ll reach. I suggest doing a minimum of $10/day and making sure that ads are running for at least 5 days at a time when testing your ad

Boosting a Post vs Creating an Actual Ad

The difference between boosting a post vs creating an actual ad is simple, when you create an ad through the ad manager you have many more ways to customize how the post looks and where it shows up. 

When you boost a post, it'll show up in your audience's Facebook News Feed only. When you create an ad using the ad manager you can choose where you want it to show up. For instance, you can make your ad show up on Facebook News Feed side ads, Messenger ads, Facebook and Instagram stories, instant articles, and Audience Network. 

When creating an ad using the ads manager, you can also customize the ad much more than you can by boosting a post. You’ll have much more creative control over how the ad looks. For instance you can add captions to videos and add a “call to action” that'll drive more of your audience to take action. 

Another benefit to using the ad manager is that you have more targeting options. Boosting posts let you decide on interests, age and gender for your ad targeting. With Facebook ads, you can use more advanced tools to create overlapping audience types, lookalike audiences and more.

Last but not least, when using ads manager, you can choose more objectives. Boosted posts allows you to focus on website clicks, Page engagement and local business promotions, but the full ads system in Ads Manager lets you choose objectives like store traffic, conversions, and lead generation. These options are a bit more advanced so we won’t focus too much on them in this guide, however they can be great to look into once you get the hang of doing ads yourself.



How to Boost a Post:

Although you have many more options when you create an ad using Facebook’s ad manager, we still recommend boosting a post from time to time. People tend to gravitate towards things that other people are taking an interest in, so if you boost a post as soon as you post something, it may make others chime in and interact with the post quicker. 

When you boost a post, you simply have to fill out three things:

  1. Your Audience aka who you want to reach. You’ll be given the option to target a custom audience of your choice, or target people who like your page, or people who like your page and their friends. 

  2. Your budget. You can spend as low as $1/day but for better results we recommend spending $10/day minimum.

  3. How long you want to run your ad. You should run your ad for a minimum of 5 days to start testing your audience and seeing some results.

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You will then be asked to choose your payment method, which we recommend storing for later use so that you don’t have to type this in everytime you boost a post. 


Targeting Your Audience Properly

Making sure that you’re targeting the right audience is the KEY to the success of your ad. You want to make sure that your audience isn’t too broad or too narrow, and that you’re going to reach the type of person that would actually enjoy what’s in your ad.

There are 3 main factors that go into targeting your ads. You’ll want to have these things figured out in advance:

  1. Age: How old are the people that you want to reach? This is typically an age range (age 18-28 for instance). Think of the people who would appreciate your music the most, how old are they? 

  2. Location: Where are your fans (and potential fans) located? You’ll definitely want to make sure you’re targeting your home town as you want to make sure to grow your buzz in your hometown first. But you can also target other areas according to your streaming analytics. I suggest taking a look at where people are streaming your music the most and create ads targeting those areas as well. 

  3. Interests: What things are your fans (and potential fans) interested in? Try to be specific so that you reach a more targeted audience. For instance, you can name a few other artists who your fans would enjoy (like if fans of Nipsey Hussle would like your music you can target Nipsey as an interest), and you can even target those interested in music sites like WorldStar and XXL. 

You can do so many cool things with ads, but those three things are the most important to master in order to reach more people who will love your music so much that they’ll tell all their friends about you. 

When you’re creating your ad, Facebook will show you an indicator (on the right side of the screen) that lets you know if the audience you’re choosing is too broad or too narrow. If it’s just right you’ll see that the arrow is pointing to green. 

You can use Facebook’s audience insights to do further research on your audience. Facebook audience insights gives you insights about everyone who is currently on facebook. It will tell you where they are located, how old they are, if they are male or female, and even how much income they make and if they own their own home. You can use Facebook’s audience insights to test out different audiences which will allow you to target your ads even better. 

 

Turn Your Instagram Into a Business Profile 

In order to start advertising on Instagram you first need to change our Instagram account into a business account. So make sure that you're logged into Instagram with the account that you'd like to use for advertising. From your profile page on Instagram, you need to tap on the Gear icon in the top right corner. On the list that appears, scroll down to the option that says Switch to Business Profile. And tap on it. It gives you some information on the features that you're going to gain by switching your profile to a business profile so we can just “Continue” through these details.

Now in order to switch to a Instagram business account you first need to have a Facebook page created for your business. If you don't already have one created.

So the best way to tell that your Instagram profile has been updated to a business account is to tap back on the Gear icon in the top right corner. And then, if you scroll down it now says, “Switch Back to Personal Account” instead of “Upgrade to a Business Profile.” So that means you’ve successfully updated it to an Instagram business account. And now you can start advertising on Instagram.


How to Create Facebook and Instagram Ads Using the Ad Manager

Now that you know how to boost a post, let’s go into the next step up from boosting posts which is to create a more targeted ad using Facebook’s ad manager. Whatever you do, try not to get overwhelmed because it’s not as hard as you may think. Once you do this a few times it’ll be a piece of cake. Try to resist the urge to start your own ad agency (LOL)

Let’s begin shall we!

First you’ll need to visit Facebook ads manager. You’ll use Facebook’s ad manager to create ads for both Facebook AND Instagram.

Simply click on CREATE AD.

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Once you click the button to create an ad you’ll be taken to the main ad manager dashboard.

This is where the magic happens.

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This is a great page to bookmark as you'll be using it every time you create a new ad. 


Choose your objective

The first thing you’ll be asked to do is choose your objective which simply means what do you want people to do when they see your ads? 

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You’ll see the following options to choose from:

Brand awareness: Reach people more likely to recall your ads and increase awareness for your brand.

Reach: Show your ad to the maximum number of people in your audience.

Engagement: Get more people to see and engage with your post or Page (get more likes, comments or get more people to come to your event).

Video Views: Get more views on a music video, performance or behind the scenes vlog. 

Traffic: Increase the number of visits to your website.

App installs: Send people to an app store where they can download your app.

Lead generation: Collect email addresses from people who want to learn more about you and stay updated with your new music, shows and content.

Messages: Get more people to send you messages and ask you questions.

Conversions: encourage people to purchase or use your product or service.

There’s a bunch of options but there’s only a select few that matter the most, depending on the scenario. For instance:

If you’re marketing a music video, you’ll want to choose the video views option.

If you’re trying to get more people to come to one of your shows, you want to choose the engagement option.  

If you’re trying to collect email addresses and grow your newsletter you’ll want to choose the lead generation option. This works best if you are promoting some sort of special offer or freebie in exchange for an email address. 

If you’re trying to get more people to buy your merch you would choose the conversion option. 

For this example, we’ll choose the “video views” option. 

Click “video views” and scroll down to the bottom of the page. You’ll see a few more steps:

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Campaign Name: 

Here is where you choose a name for your campaign. At times you may create multiple ads for a single scenario. A campaign can contain multiple ads, therefore you should name it something related to whatever you’re promoting. In this case you’re campaign’s purpose is to promote your new music video, so you can name your campaign something like [“song title” official video].

Don’t worry about the other two options as they are unimportant for the time being. After all, we’re not here to overwhelm you, we’re here to help you get the best results in the easiest way possible!

Let’s continue, shall we?

Simply click, SET UP AD ACCOUNT. 

(If you’ve created an ad before you already have an ad account so you may not see this button and instead, facebook will take you right to the next step which is your targeting options.)

Identify Your Target Audience

Facebook ads are capable of targeting even the most niche of audiences. So once you've chosen your advertising objective, the next step is to identify your audience. The audience you define are the people who will be shown your ad, so choosing a highly relevant audience is important. You want to increase the likelihood that people will not only interact with your ad but they'll perform the intended objective. 

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After verifying your information for your ad account, you'll be brought to the “Ad Set” section. This is where you’ll choose your targeting options, placements (how people will see your ad) and you’ll let Facebook know what your budget is.  

 Note: One thing to note before we get started is a fuel gauge looking meter on the right hand side of the screen (outlined in red in the picture above). It's the one that says 'Audience Size.' This gauge will show us our potential reach and how specific or broad our targeting is. So as you create your own ads, this gauge will be a handy guide.You can see here that the arrow is pointing towards the right side of the green arc and the description says that our audience selection is fairly broad so we’ll want to narrow this down a bit. This section also shows the potential reach of over a hundred million people.

 At the top of the page you’ll see an option to name your ad set. This is just a fancy name that represents the audience, budget, schedule and bidding strategy for your campaign. You should give it a detailed name as eventually you’ll be doing a bunch of ads that test out a bunch of different target audiences so you’ll want to be able to keep track of them. I suggest naming your ad according to what it’s for and who you’re targeting. The cool thing is, with a recent update, Facebook makes this really easy to do as it automatically creates the name using the info you fill out on this page.

In this target audience section, you’re presented with a list with quite a few options. For this tutorial, we're going to focus on the first five (location, age, gender, language, and demographics). We’ll walk you through how to create each one and provide some examples of how these will look for you. 

 

Targeting a Location

You'll see in the first portion here that the United States has been automatically selected based off of the location of my account. Like I mentioned earlier in this guide, I recommend getting more specific than that in order to reach people who would really engage with your ad. Ads that are displayed to people who are most likely to be interested in your content will perform better.

In this section you can include a country, state, city, or even a zip code. Targeting by city is not available worldwide, so you may have some issues in certain countries. 

Instead of targeting multiple locations, it's better to be more specific, and target specific cities for instance. 

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Now that the location is complete, let's talk about age, gender, and language options. These selections are pretty self explanatory:

 Choosing an age range

While people of all ages may enjoy your music video, you’ll want to choose the age range of people who would appreciate it the MOST (as they will be the ones who will spread it to others). Make note that if you're promoting an ad or product with an age restriction (like if your ad has profanity or alcohol in it), be sure to set the legally required minimum (usually 18 or 21 years old). This will make sure that your ad is approved by Facebook. 

Choosing a specific Gender

If your music would fit with more of a female audience (like if you’re a guy who sings R&B and always has his shirt off) you may want to choose the female option so that mostly women will see your ad and vice versa. As I'm not targeting a specific gender, I'll keep 'All' selected. 

Language

As for language, 'All English' is selected, since my ad is in english and I’m targeting a city in the US.

Detailed Targeting

The next section is called Detailed Targeting. From the detailed targeting section, you can select a wide array of optional categories from this available section (including demographics, interests and behaviors). Let’s dig deeper into each of those options below:

Refine your Audience With Interest Targeting

Interest targeting is really where Facebook advertising stands out. Facebook collects data on its users based on the information they've added to their timeline, the topics related to pages they like, keywords in their status updates, apps they use and any ads they've previously clicked. Facebook then assigns these users to groups of high level interests and you'll use those interests to target people most likely to click your ads.

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Now we're going to focus on the detail targeting box (outlined in red above). In the interests section is where you'll be indicating the interests you wish to target. So to search for an interest, you can type a word into the box and then you'll get a list of relevant options. You can also browse simply by tapping into the box or selecting the browse button to the right. You can look through this list and selecting the arrow option on the left side will expand the list giving you sub categories. 

The way Facebook categorizes interests can be very insightful on who you target and how certain interests are related. Keep an eye on your potential reach in the audience size box. This number takes into account all of the targeting that we've already applied. And the audience size that you need to be successful will really vary depending on your objective. 

Now that you see the potential of targeting, start adding in some targeting for one of your own ads. What are some of the most relevant interests your audience has that you could be targeting? 

Hint: Since you’re creating an ad for a music video, you’ll want to target other artists that your fans would like (artists similar to you). You may also want to target some of the websites they would be expected to frequent the most (like worldstar hip hop for instance). 

Need help with targeting? Check out “How to find your target audience.”

Refine your audience with behavior targeting

 Aside from interests and demographics, you can also target specific behaviors. Behaviors are activities that people do either on or off of Facebook. These could be anything from picking people who only use a certain browser to people who spend an above-average amount of time online. 

You'll enter behaviors just like you entered interests (all from that Detailed Targeting box). You can click within the search behaviors box and begin typing to browse or you can select the browse button to the right. Here it'll show you a list of options for behaviors. And similar to interests, we can select the left-hand arrow to get the subcategories for each specific one. Now, behaviors can be tricky. In my opinion, this is a more advanced option that you may want to skip over for now. As long as you’ve chosen a few interests in the section above, you’re good to go. You can feel free to play around with this section with another ad. 

 

Connections Targeting

Now, beyond behavior targeting, we have what's called connections targeting. Connections targeting helps you control whether your ad shows to people who already have a connection with you on Facebook or not, so you can select the various options from the dropdown menu to get a full list. So, for example, you can identify people who have liked your page. You can also target friends of people who like your page and you also are even able to exclude people who like your page.This would be great if you're running a campaign to get new users. You don't want to target any existing users. Only brand new ones. 

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Under the apps option, you can target people who use your app, friends of people who use your app, and again you have the option to exclude people who use your app.

In the events section, you have the option to target people who responded to your event and you're also able to exclude people who have already responded to your event. And here we do have advanced combinations. With this advanced option, you're able to create a more custom formula for who you connect with. You can use connection targeting to also only show your ad to people who already have a connection with your page or to exclude people who already have a connection with you from seeing the ad. 

So, behavior targeting and connection targeting can add another layer to your advertisements as it's another really great way to reach the right audience. There really are a ton of options when it comes to behavior targeting. For the newer advertiser, I recommend leaving this option off to minimize the amount of variables you have to keep in mind.

Your audience is crucial to the success of your ad so to make the most of your advertising spend, start with an audience that matches your existing user base, or meets the criteria for your products. So, who is your primary audience? Note the gauge on the right to see how your reach increases and decreases as you add or tweak your audience.

 

Selecting Placements

The next section is called Placements. Ad placements define where your ad will show up. Facebook provides nine options. We have the Desktop News Feed, the Mobile News Feed, Feature Phone, Instant Articles, Desktop Right Column, Instagram Feed, Audience Network Banner, Audience Network Interstitial, and the Audience Network Native.

An advertisement can appear on multiple placements, or you can choose to restrict where they appear. In my experience, the News Feed offers the most exposure for the money paid. 

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This is where you choose one of two options. The first option is for Automatic Placements (this is the recommended option). Let’s not complicate things more than they need to be, so just choose that automatic placements option and lets keep it moving.

For future ads feel free to choose the “edit placements” option and choose where you want your ad to show up specifically. 

 

Choose a budget for your ads

When setting up Facebook advertising, you're going to need to decide how much you want to spend on your ads. When you first start out, this can be really difficult to determine how much is the right amount to spend on your advertising campaigns, as you haven’t done any ads before so you weren’t able to test your audience. For newer advertisers, I always recommend starting small in the beginning ($50-100 at $10/day minimum). 

You'll be setting your budget here, under the Budget & Schedule section. 

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Since you’re objective in the beginning was to get more video views, you’ll see a few different options in this budget section:

  • Optimization for ad delivery: We suggest clicking on ThruPlay so that Facebook will try to get people to watch your video for a minimum of 15 seconds. 

You can skip the next option which is “cost controls” as that is totally optional and for advanced users.

The next thing that Facebook is going to do is to suggest a daily budget (aka your budget per day). Facebook will automatically suggest a $20 per day setup. This is just a recommendation, and you can edit this amount by entering a new one in the box.

Now, in this dropdown, in addition to the daily budget, You can also set a lifetime budget. In this case, a lifetime budget will let you choose a start and end date to run your advertising campaign. And it also includes exact times. You might use this option, if you don’t want to spend over a certain amount for the campaign, or if you have a campaign that has a specific window that it should be running (this could be a coupon or sales offer that’s only for a limited time). During that time period, Facebook is going to try to spend the entire budget that you've set. When you're just starting out, I definitely recommend a lifetime budget, so that you make sure you don't exceed the amount that you have budgeted. There are no guarantees that Facebook will spend that entire amount, but at least you'll have a cap. 

When we talk about budget, there are some additional advanced options. But, for the newer advertiser, I do recommend sticking with the default options. This will help you gather some data, as well as familiarize yourself with the ads process and tool. Once you are more comfortable, you have the opportunity to customize how your ads run. 

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Once you’re finished choosing your budget options, click “continue” at the bottom of the page and you’ll be brought to the next section where you will design how your ad will look as well as where it will show up.

 

Designing Your Ad

We’re in the home stretch! It's now time to design how your ad will look. 

At the top you’ll see a section called “Identity” - this is where you choose what facebook page you want the ad to be under. Choose your artist page of course. 

In the next section you’ll see the “format” option. The options shown here are based on the objective that you select. In this example we are looking at the video views objective option. But you'll be able to apply the same principles to any of the other objectives. Simply make sure “single video” is selected. 

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Since the original objective was “video views” facebook is automatically assuming that you’ll be uploading a video, therefore the only format option that you have right now is “single video”. With this option you’ll be able to upload a video, or multiple images that will be shown as a slideshow in your ad. 

Once you selected the “single video” option, scroll down to the next set of options. Here is where you’ll want to upload your video. You’ll see to the right that Facebook tells you the best sizes and lengths for your video and content. 

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Tip: Facebook likes to keep as many people on their platform as possible. Therefore they actually show your ad to more people if it doesn’t contain a link that leads people away from Facebook. To get around this, to promote your music video I suggest uploading the video in its entirety (instead of just a 15-30 second clip). This won’t necessarily bring you more views on your youtube link, however it will definitely bring more awareness to your video in general which is what truly matters. 

Once your video is uploaded you’ll see the option to “customize video” (as seen in the screenshot below). 

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If you click on “customize video” you’ll have the option to crop it, to choose the thumbnail that you want people to see first, as well as add captions to your video (which is highly recommended as many people watch videos without the sound on).

Adding Text and Previewing Your Ad

The next section is where you’ll be able to add the text that you want to show up in your ad, and Facebook will generate a preview of how your ad will look. 

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Now that you have uploaded your video, it's time to focus on your content and review some ways you can include text, calls to action, and links to make people take action. Right away, you’ll see a preview of the ad on the right-hand side of the page. 

First you’ll want to add the text that you want people to read in your ad. You can keep this short and sweet, or you can write a few sentences and give some more detail if you think that will make people be more engaged with what you’re posting. 

Under that you’ll see the option to “edit stories background colors.” This is completely optional, but if you want to change the background color that shows up above and below the video, you can do so with this option.

Right underneath that you’ll see an option to “add a website url.” This is where you want people to go when they click on your ad. So if you’re video is uploaded to youtube, this is where you would put the youtube link and make it say “watch now”. This is called a “call to action.” In my experience, ads with a call to action outperform ads without them. It gives a really clear indication to the user to click it and it also increases overall visibility of the ad. So try them out to see if they work for you.

As you add these things, you’ll see the preview update on the right. If you click on the button right under “ad preview” (it will probably say “mobile news feed,” you can click that button and choose what other previews you want to see. For instance, you can see how the ad will look in a Facebook story, on your Instagram feed etc. Take a look at all of these options so that you’ll see how your ad will look and make sure it fits your standards. 

There are a few other advanced options on this page, such as adding url parameters, setting up a facebook pixel etc, but all of those options are for more advanced users and are not important in the success of your ad. So for now, we’re going to skip over those options as to not unnecessarily overwhelm you. 

So once you’ve added the text, added a call to action button, and previewed your ad, you can simply click the “confirm” button at the bottom right.

Facebook reviews all ads before they go live. This usually only takes a few minutes. Facebook will notify you once your ad is approved and will let you know once your ad goes live.

BOOM! You now know how to create compelling Facebook ads that get more eyes and ears to your music and content. 


Challenge:

Take a stab at creating your own Facebook or Instagram ad, then hop in the MBHT Facebook group and tell us how it went!