Thinking long term: why try social media advertising, and why Feed?
Updated: Aug 4
One of the main questions we get asked is why should anyone use Feed when it’s possible to boost a post on Facebook, or promote something on Instagram yourself? Or even get into the weeds of Facebook Ads Manager and run an advertising campaign there.
And you totally can! We’re actually planning to write a series of posts in the near future about how to get the best out of Ads Manager and navigate all the different options available within it - and Facebook Business Manager more broadly.
However, there are a couple of key advantages to Feed. The first is time. Facebook Ads Manager - to get it right - is time consuming to set up one ad, let alone testing a few posts at a time on an ongoing basis. Feed does all the setting up, monitoring and optimising for you, acting as a sort of ‘remote control’ for Ads Manager. If you’re inclined to delve into the detail, you’ll be able to find it all where you normally would.
Secondly, social media advertising / digital advertising / online advertising - whatever you call it (!) - works best when thinking long term.
When we’ve spoken to people about their experiences of growing an audience, boosting the odd post with £20 or £30 generates a bunch of likes but has no real, tangible benefit. What happens to those people, how do you follow up with them? Unfortunately, there’s no way to to this after a boost. Understandably, this might put you off continuing to pay for social media advertising, because doing it that way leads to little effect on your audience.
However, the sheer number of people online, and the power of algorithms to connect your work with the people that will be interested is too big an opportunity to ignore. It’s easy to forget that social media advertising actually gets you and your work in front of real people 🙋♀️... when you’re confronted with terms like impressions, CTR and CPM it makes it all seem so impersonal. Really these are just terms to convey how many people have seen you in their Instagram feed, and what they’ve done as a result.
And the best way to get the algorithm honing in on the people that are interested? Spend little and often, at an amount you can sustain, and over time more and more people will see and interact with your posts, allowing the algorithms to learn what works.
Traditionally, setting up any sort of advertising requires that you make a video or image specifically for the purpose, with a clear ‘call to action’. Adverts like this on social media tend to be much more expensive to get results from, simply because the nature of social media is...well, social! If you think about the context of someone seeing your post, it’s going to be in amongst photos of their friends at a wedding, or a family member’s craft project (those were what appeared for me at the time I was writing this article). If the next post they see is super 'salesy', it’s going to be jarring.
That’s why Feed turns your existing posts into ads: the photos of you working in the studio, or performing a song at home… so that when people discover you and your work it’s much more natural.
You never know what’s going to intrigue people either, as Nick spoke about in his latest blog post. So Feed analyses all your recent posts, turns those that performed best organically into ads, then tests out the others to make sure your budget is spent on the ones that resonate most. As soon as you post something new, Feed will include that too. This process is something that Ads Manager is not capable of.
We suggest £3 a day (the price of a coffee), with that budget Feed can reach new people, and also follow up with those who’ve engaged with your work in the past. That way, the first like can build up to that person coming to your next event, or purchasing something from your online shop.
Whatever budget feels right for you, you should see your audience double, or even triple over a year.
Thinking long term is important for marketing more generally too. Having a plan for the next 6 months, or a year, gives people something to hold on to. So if you’re pitching for a mention in a magazine, the journalist sees less risk that you’re going to suddenly disappear in a week’s time, and gains confidence from seeing that you are going to push ahead with your plans with or without them.
Writing a timeline for the next 6 months, or longer, particularly if you’re planning to release music, is something we’re going to cover in another blog article soon. You can subscribe to our mailing list at the bottom of this article to get a notification when it’s published!
Feed, and social media advertising, is something you’re in complete control of, there are no journalists to impress, no playlist editors to try and get the attention of. So, if in the worst case scenario, the journalist doesn’t write about you, then you have Feed to fall back on.
That way you can be sure, at a minimum for each £3 you spend;
your posts will be seen by thousands of people,
engaged with hundreds of times (likes, comments, shares etc),
and dozens will click through to your website or Spotify page!
To give Feed a go, sign up here.