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

What We Tested

In this test, we compared the value of two popular types of Instagram sponsored posts:

• Boosted Posts, a promoted organic post from an artist’s feed; and

• Dark Ads, a paid ad that isn’t published on an artist’s page but shows up in the feed of targeted audiences. 

The Results

Here are the key takeaways from the test:

• Both the CPM (cost-per-1000 impressions served) and average view times for both Boosted Posts and Dark Ads were similar

• Dark Ads drove ThruPlays nearly three times as many views per dollar compared to Boosted Posts. Users who were served dark ads were also more likely to view content for longer.

• Despite driving fewer views, Boosted Posts generated far more fan engagement: they created eight times as many likes, comments, and reactions per dollar compared to Dark Ads.

The Takeaway

We recommend that music marketers use Dark Ads if the campaign goal is to drive ThruPlays. However, if your goal is to grow an engaged fanbase, try Boosted Posts. 

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