Facebook ads for musicians

This free training is an excerpt from the Release Accelerator music marketing program.

This free training is an excerpt from the Release Accelerator music marketing program.

Richie Bennett
Digital Marketing Specialist

Forming your audience

Forming your audience

In this lesson

  • How to form your Golden Audience – to find your ideal fans on Facebook
  • Finding audiences with close affinity to your Golden Audience

Tasks

  1. Create your Golden Audience by listing three artists or bands that you are certain you will share fans with.
  2. Use the Facebook Audience Insights tool to find Audiences with close affinity to your Golden Audience
  3. Including your Golden Audience, list 12 artists then split them into groups of three.
  4. Create 4 saved audience in Business Manager by following the instructions in this video.

Transcript

Forming your Facebook Audience

Forming your audience

In this lesson
How to form your Golden Audience – to find your ideal fans on Facebook
Finding audiences with close affinity to your Golden Audience

This method of defining an audience is designed to find your ideal audience on Facebook based on the music they already like.

You know what kind of music you make, you know your musical influences, so you should know what your ideal fan listens to.

Now we need to figure out how to find these people so we can reach them using interest targeting.

The audience we are defining here is what’s known as a “Cold Audience”. These people have no idea you exist and we are using interest targeting to find them and get your music in front of them for the first time.

First, you must form your Golden Audience. Your Golden Audience is the one audience you are absolutely certain your perfect fans are in. It’s the one audience you would target if your life depended on reaching your target audience.

You need a Golden Audience to derive other audiences from. It spawns all other audiences.

How to form your Golden Audience
Brainstorm a range of artists or bands you think you may share fans with. You can do this yourself or ask your friends and current fans which artists they think your music sounds like. Do you describe yourself as sounding like a combination of particular artists?
Create a list of 3 artists you think you’re most likely to share fans with. Don’t spend too much time on this, just write down a list.
This list of 3 artists is your Golden Audience. People that listen to all three of these artists are the most likely to like your music too.

You want to open up a spreadsheet. I like to use Google Sheets, but you can use Excel or whatever you want. At the top of the first column in your spreadsheet write “Golden Audience”. Under that, you want to list the three artists you’ve chosen.

Finding audiences with close affinity to your Golden Audience
What does that mean? Affinity means “a similarity of characteristics suggesting a relationship”.

Audiences that have a high affinity to your Golden Audience, are audiences that are similar to your Golden Audience.

We use this method to find other bands or artists that have fans that are similar to your Golden Audience. With this method, we are trying to find other audiences that are as close as possible to your Golden Audience.

Once we find the audiences with close affinity to your Golden Audience, we can test them with Facebook’s algorithm and find which audience your fans live in. Even if you’re 100% sure your fans are in you Golden Audience, we still need to test and find the audience that will get us the best results. If you want to succeed with Facebook ads you must never assume anything. Always test and let the numbers speak.

We’ll be using Facebook’s Audience Insights tool to find audiences with close affinity to your golden audience. The Audience Insights tool allows us to learn about people on Facebook. We can see all kinds of demographic data related to the groups of people we are interested in.

Now I’ll show you how to find audiences on Facebook with close affinity to your Golden Audience, using the the Audience Insights tool.

Audience:
Log in to Business Manager.
We need to go to the Audience Insights tool, this is what we will use to find other artists that share fans with your Golden Audience.
Click on the menu in the top left corner. If you don’t see this full menu you need to click “all tools” under “Planning” click “Audience Insights”.
You want to click “everyone on Facebook”.
Make sure your location is set to where you want to target.
Click on the “Interests” and enter the three artists in your Golden Audience. Copy each one over from the spreadsheet you created earlier.
Sometimes there will be more than one result appear in the list, you can just choose the top one.
Here you can see the demographic information for the people on Facebook that show an interest in the artists you have entered. What we are really interested in seeing is the “Page Likes” tab.
Scroll down to “Page Likes” and you’ll be able to see Facebook Pages that have a close affinity to your Golden Audience. Make sure the columns are ordered by relevance.
These are all bands that are related to my Golden Audience. The lower the number is in the relevance column, the more that page is relevant to your Golden Audience. Number one has the closest affinity to your audience.
Sometimes there will be pages that aren’t bands or artists, we can ignore these.
What you want to do is copy the top 9 artists with the closest affinity to your Golden Audience, and paste them into your spreadsheet. You want to start a new column and create three more lists of three.

When you’re done it should look like this. Including your Golden Audience, you should now have 12 artists or bands, 4 groups of 3.

Each group of three is an audience you will be targeting when we come to live testing.

Create a Saved Audience
Now that you’ve defined which artists are in your audience. We want to create these audiences in your Facebook Ad Account so you can target them with ads. I’ll show you how to do that now.

In Business Manager, click the menu icon and select “Audiences”
Click the “Create a Saved Audience” button
The first thing to do is set the location of people you want to target. I do recommend that you define a country. You can choose the country you’re from or define some major cities around the world. Just don’t set it to worldwide for this kind of cold audience targeting. Retargeting or lookalike audiences are a bit different but for this just define a location that’s relevant to you.
Under language enter English or whatever language you want to target
Detailed Targeting is where we will define the audience.
Enter the first artist in your Golden Audience. You want to find the artist in the dropdown and click it. If more than one of the same artist comes up, look at the category on the right for the one that says “interest” you can also look at the audience size of each one to find the the largest one.
Next, click the “Narrow audience” button.
And enter the next artist in your Golden Audience.
Click “Narrow Further” again and enter the last artist that’s in your Golden Audience.
You want to scroll up and look at the “Potential reach” number. We are aiming for around 100,000 – 200,000 people. We don’t want it to be below 50,000.
If the number is higher than 200,000 then you want to click “narrow further” again and enter the next artist that’s on your list. This will bring the “Potential Reach” down.
If the audience is below 50,000 then you need to remove one of the artists by clicking the X next to it. And then add it to the same box as one of the other artists. This will increase the audience size.
What this is doing is saying that the people in your audience must like the first artist, Linkin Park in this example, and one of the other artists. Either Bring Me The Horizon or Avenged Sevenfold, in this example.
I’m going to change it back to what I had before because I had a perfect 150,000 in the audience. What we’ve done here is said our audience must show an interest in all three of these artists. If someone likes all three of these artists you’ve chosen, then they should probably like your music too. That’s the concept behind this.
Lastly, you want to name the Audience the artist names or abbreviate versions, so you know which artists the audience it contains at a glance.
When you’ve finished click “Create Audience”
Now you want to do the same thing 3 more times using the other artists on your spreadsheet.
Click “Create Audience” Then select “saved audience”
For each of the audience you create, you want to include three artists from your spreadsheet.
There might be some cases where you search for an artist and you can’t find it in a list like what happening here when i search for “All That Remains”.
If that happens, just skip it and use the next artist on the spreadsheet. Then you will need to go back to the Audience Insights tool to find more artists to include so that you can create all of your audiences.
Check the “potential reach to make sure it’s between 100,000 and 200,000. This is too small so I’ll add Shinedown into the same box as Of Mice & Men. That make it 200,000 which is ok.
Name the audience so you can see which artists have been targeted.
When you’re finished you should have 4 audiences created.

You should now have your ad content ready and your audiences ready, we will combine these things for live testing on Facebook to see if our theory is correct. Things are about to get real in the next lesson.

What we covered
How to form your Golden Audience – to find your ideal fans on Facebook
Finding audiences with close affinity to your Golden Audience using the Facebook Audience Insights tool
How to create and save audiences in Business Manager

Tasks
Create your Golden Audience by listing three artists or bands that you are certain you will share fans with.
Use the Facebook Audience Insights tool to find Audiences with close affinity to your Golden Audience
Including your Golden Audience, list 12 artists then split them into groups of three.
Create 4 saved audience in Business Manager by following the instructions in this video.

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