I wanted to share a Introductory Stage campaign I recently completed for a client.
Full song link for you to review at your leisure: https://open.spotify.com/track/7b86DeAdTEH8y0H4hTNbo3…
VIDEO LINK: https://vimeo.com/manage/videos/525354504
Story: I was approached a couple of months ago by a colleague and owner of Bad Vibe Studios, Dragon. He referred a client to me that was seeking marketing, branding, and artist development. I spoke with MyKey ISO to discuss what key performance indicators he was looking to benchmark his project as well as devise a framework to increase reach, awareness, and consideration.
Aside from this, our objectives were video views & conversion campaigns that I ran and managed through Facebook Business Ads Manager. Below, I detail each KPI, step, procedure, and action to increase reach while mitigating costs.
1.) discovered an audience that resonates well with the song on Spotify
KPI’s:
a.) video engagement rate from visual ad placements [I also edited his existing assets that I broke down into 8-10 different 15 second visual teasers and segments with calls to actions]
b.) video engagement watch-time percentages yielding 2300 | 100% percent viewers which allowed for me to create a custom and look a like audience, though worth mentioning marketing to cold traffic out performed the look a like and custom audience campaigns
c.) conducted qualitative and quantitative analysis through demographics, psychographics, and special interest behaviors
2.) Edited 2 video assets and conducted A/B split testing in search for
a.) which video between the 2 was most effective using same audiences broken into 10 different controlled groups
b.) examined long form and short form ad copy broken down again into 10 different controlled groups
c.) examined different placements within Facebook Ads Business Manager
3. Achieved a .06-.14 cost per conversion
a.) video engagement was a metric again here
b.) ad copy
c.) placements
d.) targeting and geotargeting
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I can also go into more detail through analysis and mixed methods if anyone else may have further questions.
Summary: Client achieved 65% save rate which is considered above average to current industry standards and benchmarks, followers on instagram and Facebook went up (not a KPI or metric I would consider as important but definitely worth mentioning.)
Followers on Spotify also went up. I only focused on user playlists that regular people like you and I. If the song vibes with us then we would add it to our own playlist rather than focusing entirely on editorial.
Algorithmic came in for sure, but the overall campaign achieved 74% more results than the 11-12% from algorithmic.
Finally what does this mean? How does this translate? What can I do to get there if I consider my music ready for promotion and distribution?
REACH, REACT, RETAIN
- Define your sound as best as possible.
- Stack up enough music to last you for an entire year with a release cycle of 4-6 weeks to give you room for promotion, marketing, submissions, etc.
- Look, examine, read, and try to understand the definition of opportunity cost? Opportunity cost is defined as what you give up by making one decision in favor for another. This decision could be willing to spend a little to yield a little more .
- Understand that this is a long term path and it’s designed for the casual but for the determined.
- Refrain from sacrificing quality for convenience. Meaning, if you believe you have a product, go for it! Make it happen, but by fulfilling yourself and focusing less on fulfilling someone or something else.
- As a business owner you are making the decision to give up one revenue stream to pursue another is how I would interpret this. A the same time, as a business owner you are examining the pros and cons between goods and services before making the purchase into those goods or services.
- Keep these questions written down and in the back of your head.
a. What problem are you solving?
b. Who is your customer?
c. How are you going to market?
d. How are you going to sell it?
e. What is your noble cause? (Why you, and why does it matter?)
Remember guys, I’m still a student as we all are. It takes time, dedication, focus, sacrifice, and the mindset that whatever you can do, take that idea stuck in your head, and MAKE IT HAPPEN! Refrain from comparing yourself to others or what others are doing. Case and point, DO NOT LET PEOPLE RUSH YOUR TIMELINES! You got this!
Pow!
-JC (PARTYLIFEMUSIC)