There’s a reason why Kanye West’s sectional tome waif on the Stem Player earned him over 1.3 million dollars in 24 hours (much increasingly than he would’ve made releasing it through DSPs). It’s not considering Donda 2 is the greatest tome but considering the Stem Player provides much increasingly value than the tome alone.
[Photo: courtesy Kano]
When it comes to promoting or razzmatazz anything, you have to make sure you’re providing the most value possible. There’s a parallel here between Kanye’s Stem Player and Running Ads to a playlist you’ve curated. In this article, I will go over why you, as an self-sustaining artist, shouldn’t run ads to your single and the many benefits of running ads instead to a playlist you’ve curated.
Why not to run ads to your single on Spotify
Advertising only works if you are showing people a good product. It is very hard, if not impossible, for an versifier with little to no traction to run successful Facebook and Instagram ads considering you don’t yet have a fanbase. Additionally, you should consider that not all Facebook users are Spotify users. By some reports, it is unscientific that only well-nigh 50% of facebook users are on Spotify and only 25% are paid subscribers with unrestricted wangle to Spotify.
If a self-ruling Spotify user clicks on your ad and opens your song in Spotify, they are presented an ad and in some cases multiple songs surpassing they are worldly-wise to stream your song. If someone clicks on your ad and does not have a Spotify worth they will be sent to a webpage where they can download the app. In either scenario, this counts as a click to your ad and gains you 0 streams and 0 new fans.
Fans want to be worldly-wise to connect to a musician and ads aren’t the way to go for a variety of reasons.
Ever wonder why none of your favorite artists have mentioned Facebook ads as key to their success? Or why Youtubers that requirement Facebook ads are the way to go have such low Spotify monthly listeners once they stop running ads? The goal of running ads for your music should be to find fans that will listen increasingly than once and tell their friends well-nigh your music.
Unfortunately ads aren’t a way to proceeds new fans, and they often lead to increasingly harm than good. When the wrong people click on the ad, start listening to your song and then skip it, this sends bad signals to Spotify and is not good for the algorithm.
Lastly, flipside thing to consider is that the people you’re razzmatazz to likely don’t know who you are. Ads work weightier for an established versifier that has a full length project or live show to promote. If you’re investing a lot of money into ads that are going to people that aren’t interested in you, you're urgent money every single day.
Why you should build playlists and run ads for those
When it comes to promoting playlists, it is easier to vaccinate the regulars as you’re offering up much increasingly value than a single. If you have a playlist titled “Venice Waterfront vibes” to an regulars that’s familiar with the waterfront and the vibes - you have a much higher endangerment of converting the person that saw your ad into a playlist follower.
The power move for an versifier would be to plug the playlists with 1-5 of your songs (depending on the length of the playlist) and mix these in with artists that are similar to you and that you want to be associated with. The person that clicked on the ad is far increasingly likely to follow the playlist if they see artists they once know in the playlist. This is moreover spanking-new for towers data on Spotify so their algorithm can take over and get your track out to the people that would enjoy it.
Spotify does not provide detailed data to artists well-nigh where a person that streamed your song found it. This can make it very nonflexible to measure the effectiveness of your ad as the streams could be coming from other sources. It’s much easier to measure the effectiveness of an ad wayfarers for a playlist. Each day you’ll see an incremental proceeds in followers and eventually, the followers will be coming from both the Ads and SEO which will increase the speed your playlist gains followers.
Lastly, flipside goody of running ads to your playlist instead of your song is that once you reach 1,000 followers you will be eligible to become a curator on Playlist Push, monetize your playlist, and put those funds when into your music career.