Fan Power: Why Reaching an Artist's Core Audience Matters
/
Clarisa Kusmenko
Media Analyst Specialist at Wavo
Wavo Blog: This series shares information that’s most relevant to music marketers around the globe.
“One of the most effective strategies for creating buzz around new releases is to first prioritize ‘reaching’ an artist’s pre-qualified core fans.”
Context
One of the most effective strategies for creating buzz around new releases is to first prioritize ‘reaching’ an artist’s pre-qualified core fans. These are the fans who are already invested in your artist's music and are most likely to take high-intent actions, such as streaming, purchasing, and sharing. By prioritizing reaching this audience, you can optimize your marketing efforts to deliver cost-effective impressions to those who are most likely and most prepared to take action after seeing your ad. Plus, by centering an inexpensive reach objective for qualified audiences, you reserve more resources for developing prospective fans with higher intent, more costly objectives like views or clicks.
“Organic posts reach as little as 5% of a given audience on average.”
Strategy
Why is it important to reach core fans when promoting new music releases? For starters, qualified core fans are the most valuable fans to share your message with. They are often the first to stream, comment or share new releases from their favorite artists. They are also more likely to engage in word-of-mouth marketing, spreading the word about new releases and encouraging others to check out the music. Nothing beats timely, sincere engagement for driving momentum, especially if UGC creation is the goal.
Another benefit of a reach objective is simple: organic posts often only reach a small fraction of a given audience, as little as 5% on average for some platforms according to Hootsuite. It’s intuitive but a single can’t succeed without fans hearing the music. With paid reach campaigns on social media platforms such as Meta, you can select for what percentage of your audience your message is delivered to and at what frequency, according to your budget.
In general, a paid reach objective campaign can achieve the most cost-effective results when targeting around 60% of an artist's core fans at a frequency of 2-3. This guarantees that your artist's engaged core fans will be efficiently served with promoted content. By serving paid media to core fans and optimizing for reach, you can capitalize on existing interest and encourage them to take further action.
So how do you reach your core fans effectively? An emphasis on building first party audiences, which can be leveraged to identify your core fans and target them with customized messaging. With every campaign you run with Wavo we help grow and manage those audiences, ensuring your artists next release builds off the success of the last.
“Marketers can maximize the impact of their campaigns by first focusing on reaching core fans.”
Key Takeaway
In summary, music marketers can maximize the impact of their campaigns by first focusing on reaching core fans. These qualified audiences are crucial to maintaining long-term interest in an artist's music and driving momentum for new content. By strategically targeting paid media towards these core fans and optimizing for reach, marketing experts can leverage existing enthusiasm and motivate pre-qualified audiences to take additional steps. By employing this approach, you’re sure to drive the best returns for your artists.
Written by Clarisa Kusmenko, Media Analyst Specialist at Wavo
Join our Newsletter
Join thousands of music marketers who read our weekly newsletter to stay a step ahead on music industry trends, marketing, and analytics.