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

What We Tested

When running touring and events campaigns we want to sell out every show. Therefore, we seek to reach the audiences most likely to click through and purchase tickets. Our goal is to reach audiences where they are as well as where they are most likely to navigate off the platform to a ticket retailer.

In this case study, we look into whether Instagram or Facebook is better at driving clicks in the context of driving event ticket sales.

The findings from this case study will be used to help us determine our best practices for touring and event campaigns, with the goal of selling out every show that we work on.

The Results

• On average, the Facebook placements from the grouped Facebook/Instagram portions had a higher Click Through Rate and cheaper Cost Per Click than the Instagram placements.

• Further, the majority of impressions were served on Facebook within grouped FB/IG portions. On average, 93% of impressions were served on FB due to Meta’s auto-optimizations feature.

  • Meta’s auto-optimization feature is informed by machine learning and selects where impressions are served with the intention of generating the most results per dollar.

The Takeaway

The key takeaway from this study is that Facebook is more effective than Instagram at driving Clicks for event ticket sales.

Therefore, we recommend always including FB ad placements in your event marketing campaigns.

For clients wanting to reach key demographics on Instagram, we recommend separating Instagram portions from Facebook so as to avoid Meta’s auto-optimization feature, which tends to prefer sending impressions to Facebook.

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