The Outsight Report #14

How artists can improve their spending on social media instantly….

A bi-monthly report highlighting current issues and developments in modern culture. In a break from our traditional Outsight Report format, we caught up with Adam Libonatti-Roche to discuss a subject that should be important for artists at all stages of their careers.

Whilst discussing his views on promoted content, boosting posts and managing ad campaigns online; we shed some light on the possibilities available and potential pitfalls for artists spending money on social media.


When artists are spending money advertising on social media, what type of content should be prioritised, are there obvious things to avoid, and do they differ from platform to platform?

As a band, you should make everything you do an occasion, and be smart when spending money on social media.

There have been stories of bands creating advertising campaigns targeted at those who work at Atlantic Records, filling the newsfeed with sponsored content about their latest single. This can be seen as a really good idea; an innovative one perhaps, however user reception to social media advertisements depends on the platform. As a label manager, you would expect to be approached by bands but sometimes, Facebook is your space for friends or family. A chance to relax away from the work that takes up your 9-5, so perhaps not the best platform to be over intrusive.

Should artists focus on one big promotional campaign to maximise reach, or is the ‘little and often’ approach more effective?

When running campaigns on social media, it’s best to test. I know that may sound contrived but it’s true. This testing means getting to grips and understand who your audience is on every channel whilst finding out what works.

The Demographics; don’t try and advertise something for the 40+ on a service where your following is 21 – 28. That’s obvious when written out, but the number of companies who run social campaigns without a targeted audience is staggering.

Start with mini campaigns but make sure you are tinkering with the content throughout. Check what adverts are bringing in the most engagement. The bidding advertising model means you need to put your eggs in the most successful basket.

How do you deal with negative feedback?

Negative feedback is woven into the fabric of social media. If you take notice of positive responses to your campaign, then the same should happen for the negative end of the spectrum. Actually, scrap that. Negative reactions are more important than patting yourself on the back.

Social media is full of trolls (those who purposefully cause problems) but that’s not a reason to ignore negative comments in general. Find out what the problem is, if there is an actual problem. The worst responce in most situations is no response.

How do you know if you’re doing a good job?

Tracking. Track everything. If your campaign is to build your community on Twitter, then you should be tracking how many followers your campaign brought to the account. The same goes for when pushing a product online; check how many referrals social media brought to your site. Work out if the budget set was worth it.


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Adam Libonatti-Roche comes from a background of writing about music, films, games & tech and is currently a contributor at The 405. Follow him in twitter for more expert opinions on all of the above: @baconchin

Please get in touch if you would like more advice on social media or have any comments on anything discussed here. We offer bespoke services to our clients and always aim to support and consult in any areas that help us achieve the best results for our PR campaigns.