Paid and Organic Posts Dashboard for Instagram
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Élizabeth Durivage
Senior Account Manager at Wavo
Wavo Blog: This series shares information that’s most relevant to music marketers around the globe.
“Paid media is a necessary tool for getting important messages in front of an artist’s established fanbase. These established fanbases are the core audience who are the most likely to support an artist’s new single, new tour, new merchandise line, etc.”
Context
In today’s ad-driven social media landscape, it is becoming increasingly difficult for artists and brands to organically reach their following. A study quoted by Wavo’s Lauren Manley in her “Social Media is Pay to Play” article showed that organic content on Facebook reached only around 5% of an account’s followers on average. Even if musicians and artists tend to create engaging content, it’s clear that most organic posts do not reach a high percentage of the artists’ audience and core fans.
This is where running ads around artist releases and key content comes in. Paid media enables posts to identify and reach new fans, but most importantly, paid media allows a message to reach more of an established fanbase. These established fanbases are the core audience who don't need too much convincing to support an artist’s new single, new tour, new merchandise line, etc.
We see an opportunity to focus more on the core reach and frequency planning which emphasizes the amplification of important sales messages, releases, and launches from artists.
This is where our new audience development dashboard for Instagram comes in.
“These dashboards identify how much of a given audience organic and paid posts penetrate, and this data can be used to inform paid media strategy.”
Strategy
Our new audience development dashboard for Instagram is designed to visualize the reach of an artist’s account across both organic and paid posts, while also tracking the number of followers. It will be able to help marketers make decisions around, but not limited to, three different use cases:
Identifying the impact current paid and organic activities are having on an artist’s content reach and audience saturation, and tying that to follower growth.
Reviewing opportunities to amplify sales or release-type messaging to core audiences and review shortfalls in organic reach on this type of content that could be improved.
Validating creative best practices.
“These dashboards identify how much of a given audience organic and paid posts penetrate, and this data can be used to inform paid media strategy.”
For a temporary time, we’re offering this dashboard free for 30 days to clients with release budgets of at least $10,000 CAD. We’re also offering this tool as a $200 add-on in support of any other campaigns.
We want these dashboards to help clients identify opportunities, connect reach to audience growth, and inform creative best practices. Hopefully, through utilizing these dashboards, clients can clearly see the value of paid media when you need to get a sales message in front of more of an artist’s fanbase.
Key Takeaway
Paid media is a necessary tool for getting important messages in front of an artist's established fanbase. These established fanbases are the core audience who are the most likely to support an artist’s new single, new tour, new merchandise line, etc.
In support of this reach approach we’re introducing new audience development dashboards for Instagram. These dashboards identify how much of a given audience organic and paid posts penetrate, and this data can be used to inform paid media strategy.
Written by Élizabeth Durivage, Senior Account Manager at Wavo
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