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Best Practices for Ad Campaigns
Best Practices for Ad Campaigns
Updated over a week ago

Symphony's automated marketing tools are designed to help artists grow their fanbase effectively. To make the most of these tools, follow these best practices, categorized into several areas.

Selecting a Creative Asset

We recommend boosting an existing Instagram post vs. uploading a new asset. When you select an existing asset, your ad will include all of your existing organic engagement (likes, comments, shares, views). This ensures that when new fans see your ad, it already has social proof and looks more appealing.

Best Practices with Ad Content:

  1. The 5 Second Rule: The first 5 seconds of ad content determines whether someone will stop scrolling and watch the ad or keep scrolling. Use moving scenery in the first 5 seconds to catch a potential fan’s eye.

  2. Quick Cuts: Ads with quick cuts work well in engaging viewers. 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 compelling.

  3. Videos over Images: Videos always perform better than images 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.

  4. Make it feel organic: A potential fan is watching an ad to eventually listen to your song and become a part of your world. Ensure your ad stays within your creative world to make it feel authentic.

  5. No Explicit Content: Remove swear words, explicit content, or any scenes with smoking - Facebook tends to disapprove those ads during their ad review.

Selecting Ad Destinations

With Symphony, you can easily select different platforms to send fans to, from Spotify to Apple, to your own custom link. We recommend selecting only 1-2 platforms at once, based on where your fans engage the most. For example:

  • only Spotify or

  • Spotify + Apple Music or

  • YouTube or

  • Link in Bio (Symphony Website / ffm link)

Adding too many platforms will split your budget between each link, leading to worse results.

Setting your Budget

The Symphony minimum budget is $10 / day, offering full flexibility and control over how much you want to spend. However, we recommend running a campaign for at least 10 - 14 days to ensure effective targeting, totaling around $100 - $150 USD.

Budgets below $100 tend to cause Instagram's ads to focus in on cheaper countries.

Selecting Additional Interests + Geographies

Symphony's AI will generate ~500 audiences automatically that are used when targeting, however we also recommend adding in a few additional audiences by clicking "Improve your Audience Targeting" on the Review step.

  • Geographies: We recommend keeping the default targeting, and adding in your top 5 cities based on Spotify, Instagram, or TikTok data or target areas where you have upcoming shows or events.

  • Audiences: Add in a few related artists under the "Search for similar artists to target" section - this will let you find any artist in Spotify. Symphony will pull in related artists that are available to target within Facebook & Instagram's ads targeting library, so you can broaden your approach when it comes to targeting.

How to know if a campaign is doing well

You can evaluate a campaign's performance using key metrics like cost-per-click (CPC).

A good cost-per-click for a music campaign can be anywhere between 10 - 30 cents / click. If the cost-per-click is higher than that, it may make sense to pause the campaign and test another creative asset.

If the cost-per-click is lower than that, then the campaign is crushing it and it may make sense to extend the length + budget.

You can track your cost-per-click after a campaign is live, under the "Performance" and "Daily Stats" sections of your dashboard:

When to pause your campaign

Consider pausing your campaign if it has a cost-per-click over 30-40 cents per click. Reevaluate your creative assets, locations targetig, or messaging to optimize for better performance or plan your next campaign.

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