Wavo Labs: This series shares the results of our music marketing experiments and how they inform artist media strategy.

What We Tested

In an effort to maximize value for artists, Wavo compared results from Facebook boosted posts and Instagram boosted posts. 

The Results

This case study revealed that IG boosted posts generate a combination of post comments, reactions, and shares nearly 13 times more cost efficiently than Facebook boosted posts. 

While Facebook boosted posts were less effective at driving fan interactions, they proved to be better suited at creating views.

Facebook boosted posts produce 3.5 times more ThruPlays per dollar compared to Instagram boosted posts. Facebook boosted posts also featured longer average view times and audiences who watched at least three seconds were more likely to complete the video ad.

The Takeaway

We recommend music marketers seeking Likes, Comments, and Shares prioritize Instagram boosted posts.

Those looking to drive ThruPlays and other view metrics should utilize Facebook boosted posts rather than Instagram boosted posts.

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