Best Practices
The 5 Second Rule: From our experience, the first 5 seconds of ad content determines whether someone will stop scrolling on their feed and actually watch the ad and click through - or if they keep scrolling and miss the ad entirely. The first 5 seconds of the ad should feature moving scenery, to catch a potential fan’s eye.
Quick Cuts: Going with the 5 second rule, we’ve found that ads with quick cuts work relatively well. Think about when you’re scrolling through your IG or TikTok feed - you tend to stop scrolling when a video has something happening on it that catches your eye, and then continue watching if the video is actually compelling.
Videos over Images: Videos always perform better than images for ads - as a rule of thumb, always use a video asset for ads. Use a video that’s sized 4x5 for feed (e.g. 1080 x 1350), and 9x16 for story (e.g. 1080 x 1920), and upload both for maximum effectiveness.
Make it feel organic: At the end of the day, a potential fan is watching an ad to eventually listen to your song, and become a part of your world - it’s important to make sure you still keep the ad within your creative world. Think about marketing as just putting a megaphone behind the story you’re already telling.
No Explicit Content: Make sure you remove swear words, explicit content, or any scenes with smoking - Facebook tends to disapprove those ads during their ad review.
Content Types
There are a few categories of content that work well for ads:
Music Video Cuts
TikTok Videos
Animated Videos
Compilations
Below you can find examples of these different content types from campaigns that have done well in the past.