Overview
Here's the premise for this guide:
- Meta ads can work really well to drive music streams.
- Most artists think that to get ads working, they need to obsess over technical settings -- but most settings don't actually matter.
- The most important part of a music ad is the ad itself. The content is the most important factor in determining to whom the ad is shown.
In short: The key to driving streams with ads is creating a video that 1) hooks people's attention and 2) links back effectively to your song.
This is why platforms that automate the technical part of ad setup -- i.e., Hypeddit, SubmitHub, etc. -- while great, are only a starting point for an effective campaign. Even if the buttons are pushed perfectly in Ads Manager, stock video or animated cover art only makes for a mediocre ad.
1. X genre meets Y genre
This works because fans of both genres will be able to self-identify as targets for the ad. And mixing two distinct genres (i.e., punk x rap) creates curiosity -- people want to hear what the combination will sound like.
For the video: You can use almost anything, including stock, live performance footage, lip sync footage, or clips from a music video. Any of it works, but it's important that the visual fits the genres you reference.
2. X artist meets Y artist
Same principle as referencing genres: This works because fans of the artists you reference will immediately be interested. And again, naming two different artists creates curiosity. (For this reason, don't select two artists who are super similar... a little bit of variety is good.)
For the video: Same as above -- almost anything works, but make sure the visual fits the vibe of the artists you reference.
3. Attention-grabbing lyrics
This one is admittedly the vaguest "template," but the idea is simple: If you have attention-grabbing lyrics, put them on the screen. This works especially well if your attention-grabbing lyrics fit the genre and style of music you make; a one-off line that has shock value but doesn't represent your ideal audience usually doesn't make for as good a hook.
For the video: I've seen this work with stock, but it usually works best with some sort of clear performance video, since featuring a musician emphasizes the fact that these are song lyrics. (Note that your video doesn't have to feature a performance of the song you're advertising; you can grab footage of any performance and put the advertised track under it.)
4. Countdown timer
This can work for any song that has a notable breakdown, drop, or switch into a big chorus; I've seen it work for rap and pop, and it tends to work especially well in EDM genres. The reason it works is that the countdown captures people's attention; they see the number changing and they're immediately intrigued to see and hear whatever is coming up.
For the video: This one also typically works best with some sort of performance footage, just to make it clear that the countdown is moving toward a part of a song.
5. This song is for X person or situation
This is probably my favorite ad format, because when you get it right, you dial right in on your ideal audience -- and you help them experience the song in a unique way, too, by helping them to identify with its theme. If someone is the sort of person you're referencing, or if they've experienced the situation you mention, then they're very likely to be interested in the music.
For the video: The best versions of this format start with the artist speaking the premise directly to the camera. That's not always necessary, though; you could use any sort of visual and overlay text to make your reference.
Next Steps
Hope something here has sparked ideas for you.
Ready to put these templates to use?
Make a copy of this Google Sheet to brainstorm some ad ideas in each template category.