Instagram music promotion with Meta Ads

We can work with artist-supplied assets where available, or adapt campaign-ready visual edits in-house around a properly released song. The aim is to have multiple versions ready to test because you never know which version is going to perform best. This is without relying on AI-generated videos for the assets we create.

For creative we create, no. Our in-house video editor handcrafts multiple edits in varying styles, which are then tested against each other. Stronger ads continue while weaker variants are stopped to support results and efficiency.

We place ads across Instagram Reels, Stories, Feed, and Facebook placements, then guide those potential fans through a landing page flow towards Spotify. The basic process is pretty straightforward. It’s the quality of the music and the videos, as well as the millions of pounds of learning our Meta account has acquired over the years, that delivers results.

Meta Ads are paid media campaigns with controlled targeting, measurable delivery, and ongoing optimisation. Influencer or Reels promotion is creator led and depends more on the creator’s own audience, so it offers a different kind of reach with less direct control over audience targeting.

A well run Meta conversion campaign can support measurable growth across streams, saves, followers, and repeat listening signals and are one of the most effective tools at generating longer term audiences. Results depend on the music, creative, audience fit, and campaign data, so we review performance throughout rather than promising a fixed outcome.

We run campaigns across both Instagram and Facebook. Delivery can shift between Reels, Stories, Feed, and Facebook placements based on performance, giving Meta more routes to find relevant listeners within one campaign.

Our standard Meta conversion campaigns run for four weeks, with an initial testing and learning phase followed by ongoing optimisation to support efficient delivery and long-term results.

We build audiences from similar genres, comparable artists (if available), listener interests, geographic data, and conversion signals to help ads reach people most likely to engage with the music.

We optimise for high intent conversion events in the campaign landing page flow, prioritising actions that show a listener has moved beyond a passive impression. The exact setup depends on the campaign, tracking, and release goals.

Success is measured through conversion quality, save rate, listener retention, follower growth, and streaming uplift seen through Meta, Chartmetric and Spotify for Artists reporting.

A Meta conversion campaign can support both new releases and existing catalogue, as long as the music is live on streaming platforms. For new releases, it is best to leave enough time for setup and the creative preparation so that promotion can begin from release day. This way, the impact of the ads compounds with the pre existing algorithmic activity all new releases receive.