Twitter Ads: Which Objective is Best for Music Marketing?

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

What We Tested

As music advertisers we sought to discover which music marketing metrics are generated cost effectively by either a Video View or Engagement campaign objective on Twitter.

The data from this case study helps inform our best practices when we consider which Twitter Ads strategy is most aligned with a clients goals on a given campaign.

The Results

  • An Engagement Objective on Twitter generates Linkfire qualified Clicks, plus Retweets, Replies, Follows, and Likes much more cost effectively. This increase is thanks in part to a higher Engagement Rate.

  • Video View Campaigns on Twitter create 36% more Video Views (2 Seconds or more in 50% view) but only 6.4% more 6 Second Video Views per dollar when compared to campaigns with an Engagement Objective.

  • A Video Views Objective on Twitter serves 35% more Impressions per dollar compared to an Engagement Objective.

The Takeaway

For clients looking to drive Fan Engagement, Audience Growth, and Streaming - we recommend utilizing an Engagement objective on Twitter.

For clients looking to Reach the most users and generate the most Video Views, we recommend prioritizing a Video Views objective on Twitter.

Note: Does your music marketing agency use a Clicks goal for Twitter Ads rather than a Video View or Engagement Goal? Engagement for a Clicks objective often include no retweets, new followers, replies, or other indications of a highly engaged audience. Validate this strategy by asking your agency for a breakdown of that Engagement and by qualifying Clicks by tracking intentful landing page actions.

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