Most newcomer artists dream of being discovered overnight & suddenly becoming famous. In reality, unfortunately, it often looks different. It often takes hard work and especially a lot of patience to build a successful career in the music industry. Fortunately, social networks & new platforms like Instagram and TikTok have opened up new ways to promote music as an artist.
Unfortunately, very few musicians know how to use the modern tools to get the best out of your campaign. This is where Philipp Lützenburger comes in with his music marketing agency “SwipeUp Marketing”.
In the following article, he gives newcomers 3 points that are essential for a successful campaign.
Act based on data, not your gut feeling
Anyone who has ever placed an ad on the major platforms has stumbled across the so-called pixel at some point. Not without reason. The algorithms can only optimize your campaign as well as you feed them data. Since the iOS14 update last summer, this has become a major challenge for many advertisers.
The solution is called “server-side tracking.” Here, data is no longer returned to platforms via thrid-party cookies through the browser, but through a server without any detours.
However, it seems that very few people are seriously concerned with this issue. But it’s not as complex as it seems – and it can save any up-and-coming artist out there a lot of money. And everyone wants to save money, right? Especially when the budget is already tight.
Besides, collecting data not only helps you optimize your current ads. It also ensures that you don’t have to start all over again with your next campaign. You can get important insights about the behavior of your target audience.
In conclusion, every click that is not tracked is a wasted click.
People hate advertising
If you think that simple short promotional teasers are enough to draw attention to yourself and your music these days, you’re sadly mistaken. Yet most artists use the same, boring assets to promote their latest, often same-sounding, music.
It’s best to forget about that directly. The trend is moving more and more in the direction of native advertising. It’s best if users don’t even realize they’re looking at an ad. And I can promise you that this is much easier to implement in music than in the traditional advertising industry.
So think around the corner for your next campaign & use trendy formats. Take your cue from what’s going viral on the web. In the next step, think about how you can adapt this type of video to you and your content. Ideally, always with a context to the music.
TikTok itself puts it in a nutshell: Make TikToks, Not Ads.
Leave your ego at home
The last point is probably the most difficult for most musicians. If you’ve done everything you can for your campaign, but there’s just no positive change on Spotify – turn off your ads!
Of course, your first step should be to ask yourself if you’ve set everything up correctly. Is it because of my creatives? Is it because of the target audience? If you can rule those items out, I can tell you that it’s most likely because of your song.
I know it sounds harsh. But that’s the way it is in the music world. Not every song is made to be a hit. Otherwise we would only listen to hits all day, wouldn’t we?
Here it is important to act rationally. Unfortunately, most people can’t do that. They hold on to their song emotionally. I can understand that up to a point. Still, it’s important to catch yourself quickly and go back to what has worked in the past.
Either you test another new song or take an old song that is already doing well. The objection that this would be weird because the song is old is bullshit. Unless your name is David Drake, your song is new to 99.9% of the world’s population. 😉
And now – get started!
But the most important thing is to start simple. As the saying goes, nothing ventured, nothing gained.
If you would like to know more about music marketing or book a no-obligation consultation with Philipp Lützenburger, you can do so at https://swipeup-marketing.com.