Promote Music on YouTube the RIGHT Way (Part 2): Convert Ad Views into Genuine Fans

So, we’ve show you how to gain views on your video using ads, but is getting people to watch the first five seconds enough?

Hopefully, you’re thinking ‘no’. Artists shouldn’t be in the game just for the numbers – they only benefit the platforms in the long run. What you’re really after is genuine fans who love you and your music.

The overall strategy should always aim to build a fan base and to get people spreading the word organically. To do that, you need to engage your audience and encourage them to watch the whole video.

So, in this conclusive part of ‘Promote your music on YouTube the RIGHT way’, we’re going to show you how to use your YouTube ads to keep those viewers around till the end of the video so you can turn them into dedicated fans of your music.

It’s All About the First 5 Seconds

You need to grab people’s attention, and you need to do that quickly, so one option would be recruiting a famous person or influencer to be in the first 5 seconds of your ad. If you don’t know a famous person or influencer, a great site to browse is cameo.com. This website allows you to hire celebrities from various backgrounds to make a short video for you, which you could use in your own promotions.

Alternatively, you can have something crazy going on in the first few seconds to entice people in to watching the first 30, and then hopefully – all of it. These are the only two ways you should use pre-roll ads, otherwise all you are creating is an ineffectual numbers game.

The Alternative Approach for YouTube Ads

How do you get real people engaging with your music video? How do you get them to watch the whole thing? How do you create fans that DM you telling you how much they like your music and then start following you on Instagram? Let’s have a look.

To do this, we need to flip our Youtube music ad around a bit using the Adwords platform. This is how to properly utilise a Youtube music ad if you want to build a fanbase and not just get cursory views. 

Step 1

  • Select create campaign, then new campaign

Step 2

  • Instead of going to brand awareness (like we did for the pre-roll ads), select Product and Brand Consideration.
  • Scroll down and select video ads and the campaign subtype as Influence Consideration

This allows you to put properly placed ads on YouTube videos, so you can go out to everyone who is listening to music right now and show them a clickbait title to watch your music video.

Step 3

  • Select campaign name: let’s just call it clickbait title

Step 4

  • Again, like the pre-roll campaign, put in your campaign budget (e.g. £500), start date as soon as possible and pick an end date too.

Step 5

  • In this section we’re going to pick YouTube search results.

Step 6

  • Then pick all countries and English as language – it’s going to be an English title. 

Step 7

  • We will leave content exclusions as is:

Step 8

  • Time to define the audience, so, for example, we will enter in here: rock music listeners.

Step 9

  • For demographics, we select gender and age. In this case, we’re going to go for a young audience. It doesn’t matter about household income or parental status.

Step 10

  • For audience, we’ll select Rock Music Fans and Indie and Alternative Rock Fans.

Step 11

  • Content: I’m not going to select any topics, keywords or placements here as I want a wider audience for this method.
  • And we’ll set the cost per view at £5.

Reel People in With Your Video Title

  • For the video ad format, we are going to choose Video discovery ad.

We are not going to enter the actual title of the track, but instead, we’re going to have a clickbait headline such as ‘66% of people said this was the most brutal music video they’ve ever seen‘.

Then for the description, you can put something like ‘most brutal music video’ (as shown in screenshot) and we can call the ad ‘clickbait’.

  • And here is what it would look like on YouTube:
  • Finally, click create campaign so it goes into review.

Why This Type of YouTube Ad Works So Well

So, with this title, people really get engaged; they read ‘66% of people…‘ and immediately want to know “will that include me, am I one of the 66%?“.

Chances are, they will click it and make their own opinion on whether or not it is one of the most brutal music videos they’ve ever seen. Instead of them being forced to watch, they have made their own decision and watch with that question in mind. You haven’t had to go for the direct sell.

If they liked your music, they might subscribe or save it on Spotify and they’ve consumed your music for the right reasons. 

How to Get the Most Out of This Method

One of the best things about this type of ad is that you can essentially target everyone who is searching for similar artists to you. For example, you can target everyone who searched for Drake and then you can set up your ad to appear in those results.

Everyone knows that it’s hard to get people’s attention, but to get them to invest three to four minutes, you’ve got to really sell your music video.

Think, what would it take to entice people to watch your music video? Whether you’re putting it in your Instagram bio, your Facebook page or DMing it to people – determine why people are going to click your video.

For instance, tell them that there is something amazing that happens two minutes in that they have to see, or that the entire video was created on a budget of $100 – add something of value to give them that extra reason to click.

Unlike Spotify, you could upload your music video with any title you want and change it later. So if you did only have $100 budget, then you can title it “This music video was made with only $100!”.  

When enough people click on it, you begin to get some traction and the algorithm picks it up. Then, you can change the title to your actual artist and track name at a later date when you’ve got the views and the momentum behind you.

Take Advantage of Other Ad Opportunities

Another thing you can use is Facebook and Instagram ads. We love Facebook ads. Although, I know that Instagram can hold more appeal because there’s more younger people on it. Facebook is fantastic, but it is going to charge you a lot of money to get people away from the platform – that’s just how ads work. 

However, if you have a clip of your music video, you can comment the full music video URL for Youtube in the comments section. Facebook does not count it as taking people away from the platform if you select video views when you start your campaign. 

If you don’t know how to create ads, then watch this video tutorial to create Facebook and Instagram ads.

Essentially, what you do is create a short video clip and include the full video link in the comments so people can click through it. It doesn’t even have to be a clip of your music video. It can be a trailer, a teaser, or even a meme which has your music in it to get people to watching.

In the comments, you can add more details about the track so people are more inclined to go and watch the full music video. The best thing is, they have ‘discovered’ your music, rather than it being sold to them directly.

YouTube Tactics

If you don’t feel the need to have your music on your channel itself, you can also submit to YouTube playlists. There are so many playlists out there: search them on YouTube for your music genre, then go to the about section and submit your track to be considered to the channel owner. 

Okay, you won’t get the views on your channel, but if they’ve got a million subscribers because they have a reputation for uploading good music, then approach them with your video. You’ll find that you’ll get organic reach and people can subscribe to your channel anyway. Go to the ‘about me‘ section of every related channel and this is where you can usually find the contact details for a playlist curator.

Alternatively, you could pay an influencer to be in your video. It’s been hugely effective for our artists and it doesn’t have to be an actor, it can just be someone who has a strong fan base on Instagram, YouTube or even TikTok. I prefer using YouTubers because their fan base is more loyal and they’re used to seeing their face.

They don’t have to use ‘#ad’ because they were paid as an actor. Also, the algorithm will pick it up along with their YouTube videos in the suggested section and you will organically get views that way because they are in the music video.

If you found this blog helpful, you can read more music marketing articles here, follow our tips on Instagram or check out our advice videos on our YouTube channel

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