Use Facebook Advertising To Gain Paying Fans For Your Music

"Will Facebook Advertising help my band gain paying fans and exposure"? That's likely a question that you've asked yourself, well consider this.

TheRealMusician Recommends:

If you want to take marketing your music to another level, then I can't recommend enough John Oszajca's music marketing manifesto. My favorite aspect of his complete program was his stance on email marketing, where he really leverages the that "1000 true fans" philosophy.

His website is a bit hokey (Flaming guitars? Seriously?), but his program really shows independant artists how to get a leg-up on signed artists.

What do you think is the main way that people really learn about music?

70% of my new music comes from my friends who tell me about some band that they've become really passionate about.

In conversation, they would say to me "Man, Sufjan Stevens is just one of the coolest new artists. He combines electronic and folk music in such a intricate way. You've really got to take a listen to know what I'm talking about".

Their passion shines off of them. They love the music, and they want you to know about it as well.

Are they getting paid to tell you? No, not a chance. It's all driven by passion.

Now imagine that you had an online way to share your passion with other people. A network for being social. That's Facebook for you!

Facebook is the biggest social network for you to leverage in your online marketing efforts. If you are planning on promoting your band online, the first step you need to take is to build a page for your band.

Basically, people will be able to "Like" your music (Similar to how you can "Like" TheRealMusician.com at the top right of this page). You can have exclusive content (Songs, Videos, etc) that is only available to people who like your band as an incentive to get more people to become engaged fans.

And when people listen to your music, you can direct them to buy your tunes as well. Building your page is the #1 step you need to take in your Facebook advertising (and your 2nd priority after a website).

How Do I Build A Facebook Band Page?

Building your initial band page is actually really easy. Make sure that you already have a normal Facebook account, and then head on to the Facebook help page and follow their steps.

How to create a Facebook page

Once you have a page made, you'll need to design it, and then start getting fans.

It gets easier to gain new fans as you go along (your first 100 will be the hardest!). When people can see that you have lots of fans, it builds a lot of credibility for you and each fan becomes easier and easier to gain.

Which leads me to my next point…

Creating the impression that you are a professional band is important, as people are more likely to listen to your music once they hit your page.

How Do I Make My Band Page Look Professional?

Your Facebook page only has a few elements that you can customize. You've got:

  1. Your header image
  2. Profile picture
  3. Extra links

Take a look at this fully branded page from Eternal Husbands:

As you can see, they have a professional header, a good profile picture of their band, and custom images for "Twitter", "Listen", and "Donate".

If you want a professional page, you'll want professional graphics that fit your bands image. You can be creative with it if you like, but just make sure it's all intentional.

You may want to hire a graphic designer to make your page for you. I know a few designers if you need a page made for you, so send me an email if you need help with that.

You'll want to make sure that you make a header image that fits perfectly in Facebook's image dimensions, that way your image won't degrade at all. You can learn about the dimensions of your header image at the Facebook help page for that topic.

Resource: Facebook header image dimensions

How Do I Promote My Facebook Page?

In the same way that you might have an album recorded, but no one has heard it, at this point you simply have a band page, but that doesn't mean that you have any fans or activity on it.

You are going to want to do advertising for your page. There are two options here: organic and paid.

Organic sharing is simply when people share your page with their friends. This is like what I spoke about at the top of this page, when you are so passionate about a band that you want your friends to know about it.

Paid advertising involves using Facebook's advertising platform. You could also hire a publicist, or do some offline promotion (which would eventually feed your Facebook fan count), but we're just going to focus on the Facebook ads for now.

Promote Your Facebook Page For Free (Takes Longer, More Work - Free)

For your free advertising, you will want to share your Facebook page:

  • On Your Facebook Wall.
  • On The Facebook Wall's of Events your band is playing at.
  • On Your Myspace page.
  • On Your Twitter Status updates.
  • On Your Band Website.
  • Message your friends and ask them to become your fan. Most likely your first 50 fans or so will end up being your friends.
  • Anywhere else you can think of.

Once you have 25 fans, you will want to claim a unique URL for your Facebook page.

This way you will have a url such as this: www.facebook.com/ahumannothing.

If you feel comfortable, and you start having a bunch of fans (300+) then you can ask your fans to share your band page with their friends as well.

Read my article about How A Facebook Comment Box On Your Band Website Can Help Market Your Band.

Promote Your Facebook Page With Paid Ads (Get Fans Quicker, Less Work - Costs Money)

he Facebook advertising platform is a really cost-effective way for you to promote your band.

You are able to target people based on their age, gender, geographical area, interests (most important), etc.

You can learn How To Set Up Your Facebook Advertising For Your Band Here. <---

That article will bring you through the process of creating an ad on Facebook. It touches on a few bidding strategies as well, but if you've never made an ad before then it is a must-read!.

If you want to learn more advanced strategies for bidding, you canread my article "How To Get A Lower CPC (Cost Per Click) On Your Facebook Advertising".

The basic strategy that you want to take is to target people who are already fans of bands that your band sounds like. There are definitely many other targeting strategies, but for now let's just focus on this one.

For example, for one of my bands (A Human Nothing), I targeted people who are fans of the following bands:

  • And So I watch you from afar
  • Animal Collective
  • The Arcade Fire
  • At The Drive In
  • Battles
  • The Besnard Lakes
  • The Dillinger Escape Plan
  • Explosions In The Sky
  • Extra Life
  • Faith No More
  • Frank Zappa
  • Godspeed You Black Emporer!
  • Grizzly Bear
  • Grupo Neuvo de Omar Rodriguez-Lopez
  • Hella
  • How To Destroy Angels
  • If These Trees Could Talk
  • Irepress
  • ISIS
  • Jaga Jazzist
  • Jakob
  • Karnivool
  • Kayo Dot
  • King Crimson
  • Lovage
  • The Mars Volta
  • Mastodon
  • Maudlin Of The Well
  • MeWithoutYou
  • MGMT
  • Mike Patton
  • Mogwai
  • Mr. Bungle
  • Muse
  • Nine Inch Nails
  • The Number Twelve Looks Like You
  • Omar Rodriguez-Lopez
  • Cedric Bixler-Zavala
  • One Day As A Lion
  • Peeping Tom
  • A Perfect Circle
  • Pink Floyd
  • Porcupine Tree
  • Radiohead
  • Rishloo
  • Russian Circles
  • Sigur Ros
  • Sleepytime Gorilla Museum
  • The Sound Of Animals Fighting
  • Tera Melos
  • Thom Yorke
  • Tomahawk
  • Tom Waits
  • Tool
  • Tortoise
  • Trent Reznor
  • Tyondai Braxton
  • Zechs Marquise

As you can see, this is a fairly extensive list. I recommend you target at least 15-20 bands that you feel are similar to your band.

Also keep in mind that the bands that you are targeting don't just have to sound like your band, they could also just be bands that have a similar audience to your target audience (people who are likely to like your music).

For example, my band doesn't really sound much like "Tortoise", but the type of person who would listen to Tortoise is likely to like my band (because of the type of tastes they have).

And the type of Tortoise that listens to people who don't like my music, doesn't exist!

Just don't target bands that have aren't similar to your music at all, or don't have the same audience. I know it's tempting to target "Rihanna" fans because she has a buttload of marketing and "likes" behind her, but you will most likely just end up blowing your money and annoying a bunch of people with your irrelevant ads.

Keep it real, keep it simple, do what makes sense.

You can also use Facebook's option to target people based on generic interests. I've had pretty good results using this feature. If you're a jazz band, you can target "jazz" as a general setting. It makes the set up take less time, and can be pretty effective.

Quick Tip: Put the "Like" Button right in your ad, 80% of people who "Like" paid advertisements do it straight from the ad itself.

A friend of mine received around 2,200 'likes' for his Facebook page with only $200. And all he had on his page was a single song. Now Facebook has become more expensive as of late, so I doubt you could receive results that good anymore, but you can still increase your likes through ads.

Remember, the more fans you have, the more people you have to market to on Facebook, which could lead to more people coming to your shows and buy your albums.

And when you start selling out concerts, you can expect that you probably won't have to work a day job any more. At that point, you'll be able to play music for a living.

That's a goal I am dedicated to, and I hope you are just as dedicated to reaching it, as I am to teaching it (that was a totally accidental rhyme by the way).

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About The Writer

My name is Andrew Muller. I love creative art, music, television shows, movies, video games, and a good story.

If you had to find me somewhere, you would probably find me down at O'neils home cooking eating an organic sweet-potato bun breakfast sandwich with ham.

Among my friends, it's a "Muller Classic Move" to eat Mcdonald's at 2am because it's cheap and open 24/7. The joke here is that I'm an idiot. 

I play drums, guitar, piano, and I write & perform music for My Goal Is Telepathy. Take a listen to the latest sound here.