Facebook Ads Overview

Facebook has the most comprehensive targeting on social media. You can target audiences by location, interest, online and offline behavior, and more.

In 2020, there are over 1.6 billion people using Facebook every single day, making Facebook Ads an essential strategy for artists who want to grow their audience.

Facebook’s Ad Manager platform can also create ads that appear on Messenger, Instagram, and Audience Network, their off-platform network of mobile apps.

Who uses Facebook?

Facebook reaches people of all ages across the world.

As of January 2020, India has the biggest audience size on Facebook (260 million), followed by the United States (180 million), Indonesia (120), and Brazil (120 million).

In the United States, men and women between 25 and 34 years-old make up the most significant user group⁠—27.5% of the country’s total user base.

Distribution of Facebook users in the United States as of November 2019, by age group

Though platforms like Snapchat and TikTok get hailed as the latest teen crazes, research from Hootsuite, Kepios, and We Are Social shows that Facebook still reaches the largest number of global users aged 13 to 17 (113 million).

Why Advertise on Facebook?

There are many reasons to use paid advertising on Facebook.

Facebook has a global user base and a goldmine of data that advertisers can use to serve targeted ads. This makes it easier for artists to find their fans, who can be splintered across many counties and cities, speak different languages, and have a wide range of interests.

Facebook ads are also well-integrated into the user experience. Unlike YouTube ads that disrupt viewing, you can choose to look at a Facebook ad, engage with it, or just keep scrolling.

Most importantly, Facebook delivers results. According to eMarketer, 96% of social media marketers say Facebook advertising produces the best ROI. Despite its old age and frequent media controversy, ad revenues for the platform continue to grow.

Choosing the Right Facebook Advertising Objective

The marketing objective you choose with Facebook Ads helps you connect with the right people and drive results.

Facebook organizes objectives under Awareness, Consideration, and Conversion categories.

Facebook Ads Creative Best Practices

Follow these creative best practices to quickly get people’s attention and inspire action.

Focus on visual quality
Stand out from other ads on Facebook with high-quality videos that include bright and high-contrast design.
Video over static image
In order for viewers to get the value of a music ad, it’s is vital to use video with sound. Start the audio from the most memorable part of the song: the hook or chorus.
Showcase the artist
Use creative that demonstrates the artist’s personality and includes their face.
Experiment with DIY and user-generated content
If you don’t have professional music videos, try “behind-the-scenes” clips, UGC, and concert footage.
Stand out with emojis
Bring life to your music ads by including emojis in your copy that match the artist’s personality.
Keep to short copy
Ads placed in mobile will only show three lines of text before the “see more” prompt, so keep copy brief and to the point.

Read more about what makes a high-performing creative.

Creative Specifications

We stong suggest using video creatives. Here are the specs:

Aspect ratio: 4:5
Max time: 120 seconds (15 seconds recommended)
Video size: Minimum width of 500px
Max file size: 4GB Images, GIFs, and videos are accepted
Multiple formats for A/B testing are encouraged

Audience Targeting

Facebook offers three broad categories for audience targeting:

Core Audiences: find audiences based on age, interests, location and more.
Custom Audiences: re-engage people who have connected with your artist, using Facebook data (like Page Followers, Event Attendees, and Video Viewers) and first-party data (email lists, website visitors, merch store visitors).
Lookalike Audiences: create new audiences based on people with interests that match your core customer base.