How Record Labels Grow Spotify Playlists

[@AndrewSouthworth]

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[@Sheaf]

At what cost per follower do you consider the ad campaign to be a success?

[@music4liferecords1]

Hey Andrew first time I see you speak to labels, and I loved it! I'm just starting out my label, have a few songs out. I bought your course, and did amazing on spotify. I want a playlist for my label, as an asset. And I hope you speak more to labeles and show us strategies and not just independent artists. Thanks Andrew!

[@thebeatmurderer]

Thanks a lot for your videos! 😁Do you have any tips on how to increase the actual number of Spotify followers for a playlist with the facebook ad, when you do see that the ad is generating a lot of conversions, but not a lot of new followers. It's quite frustrating that my ad is generating a lot of conversions but not gaining any followers.

[@tamamusic]

Don't you lose potential followers along the way if you first route to a landing page instead of directly to the playlist? I mean, the more steps you put in, the higher the chance that future follower will drop out before they get to the actual playlist?

[@lewisbrave]

Guys, we need more debate on this... this is important

[@Aristic]

Sending to a landing page enables you to track the conversions setting up a pixel on that button. You will always reduce the chances of any bots ending up on your music since it is a two step route. This makes the quality of every conversion higher because each person filtered through to your Spotify. Meaning higher interest of your music and chance for a potential follower.

[@lewisbrave]

@@Aristic Even though we get on average 1 cent per click (in fact it's 0.001ish, because it's BRL), that's our currently result in our verified Facebook page, we're facing a challenge because like Alex said in your show, we are not getting expressive conversions, so we're about to execute the pixel + landing page plan, thank you for the content

[@AndrewSouthworth]

Many people that try skipping the landing page and end up with 1000 clicks with almost nothing to show for it. It can work without it, but it’s super hit or miss. Even when those traffic campaigns work, at best they cost the same as the conversions with the landing page. One part of it is that bots can click buttons on Facebook and Instagram but they can’t interact with your landing page. So it filters them out.

[@ChrisYerinides]

Marketer by day job, musician by passion here. You are partially correct in wanting to remove friction for users wherever possible. Always try to make things easier for people to convert or take the action that you want them to take. This will help increase your chances of getting people to do so. However, there is nuance to this! While optimizing for less friction may very well help you bring in more traffic, leads, etc., it's important to focus on the quality. I work with a ton of clients who are focused on hitting certain lead targets each month, and pay no regard to if these leads will result in business. This same mentality can be applied to us musicians. Whether it's filtering out bots, people who accidentally swiped/clicked on your ad, or even just a person who wanted to listen to a snippet but not engage, it's important to make sure we're spending our effort and budget on the right audience. With this in mind, sometimes adding an extra step, or a field on a contact form can drastically cut down on junk results. Great discussion though, and a debate I have every day personally when running music ads, and also with clients. I personally err on the side of running conversion campaigns (though I admittedly haven't tried traffic campaigns for myself), and have had success so far. Best of luck to everyone in this community, and thanks Andrew for helping me translate my career into my passion!

[@ohmygion]

Hey Andrew! Love and appreciate your content! Do you think it's best for an artist to run ads on their personal account (creator account) or on a separate business account to generate traffic for their music?

[@codyleerose]

So i’ve just started running my conversion campaign for my playlist and it’s getting really good metrics for conversion but i’m noticing not many people are saving the playlist. like ive had 100 conversion to spotify and only 7 saves

[@Dihmarko]

Do you get different results using engagements instead of sales for conversions?

why exactly one cannot send directly to the spotify page? I saw you did this on another video, so that´s why the question, thanks!

[@thisisZOA]

would you be open to being transparent on what your budget spend was for that cyber playlist?

[@yasumu3960]

Hey Andrew, thanks again for this video, I‘m always learning a lot! May I ask why you pick „engagement“ instead of „leads“?

[@AndrewSouthworth]

Thanks! I use engagement instead of leads because we're not trying to get leads. Leads are generally email addresses, phone numbers etc. What we're trying to do is get people to engage with our music, so it matches more accurately. At the end of the day though in practice both objective types work just fine.

[@TensePeacock]

I know this video is pretty old but I’d like to hear your thoughts, I’ve ran an ad campaign for a playlist of mine, current cost per conversion is around $0.2 and I have 74 conversions so far but the playlist only has 57 saves, is that to be expected?

[@AndrewSouthworth]

That checks out! On average i'd say about 50% of people that convert will follow the playlist, ideally a little higher but it doesn't get much higher than that most of the time. Since you had 74 and that gave 57 followers, i'd call this pretty good!

[@TensePeacock]

@@AndrewSouthworth thank you so much for the answer! If I may ask, that would mean it must cost quite a lot of money to build a playlist with thousands of followers? Also, on hypeddit, the numbers are quite different, 332 visits so far and 95 clicks, is that also normal?

[@TensePeacock]

@@AndrewSouthworth Thank you so much for the answer! Looking at Hypeddit's stats, I have 337 visits and 98 clicks, is that also normal? To have significantly more clicks on hypeddit than what Facebook is reporting? And since about half of conversions become saves on the playlist, does it mean it will cost a lot of money to get thousands of saves on the playlist?

[@TensePeacock]

@@AndrewSouthworth hey this is sort of a follow-up, I have 600+ followers on the playlist now, an average cost of conversion of 13 cents and a conversion to follower rate of 60%, however after changing my budget from $20/day to $10/day, the conversion to follower % dropped significantly, I’m getting lots of conversions but little followers, any clue why?

[@TanoshiSan]

Thank you!!!! I want to have at least 1 playlist of my own that has like... at least 10,000 likes. And this video is gonna help me get there, so thank you 🙏

[@vxd]

this could help! kzbin.info/www/bejne/nIqrYamdqdqAlbc

[@FluoLente]

Any idea how these labels get around malicious playlist reporting on their playlists? A lot of smaller artists try to build playlists but there are people out there searching for competitors and reporting them for "offensive material". Spotify support doesn't care, and removes your playlist from search with no burden of proof at all and no reasoning. They recently reported my playlist as offensive because it had a picture of a subway train on it.

[@AndrewSouthworth]

They really haven't gotten around it. Its a super common issue in the playlisting world. Playlist companies and labels still deal with it too.

[@FluoLente]

@@AndrewSouthworth hmm that's too bad. Spotify support isn't much help, you basically just take the search ranking hit each time and replace the image I guess.

[@AndrewSouthworth]

Someone else left this comment: "You can contact the S4A support and they will "freeze" your playlist, means no fake report will result in losing your picture, name and description anymore. I did it with a playlist already which got reported on daily base and it worked like a charm."

[@DreamingWhileAwakeMusic]

Great info and video, thanks for posting Andrew

[@bvlvncemusic]

I see a few tracks from artists on the label I work for. Thanks for the support!!

[@LeeNeitzel]

What interface are you using for your ad campaigns? (Like where you're talking conversions and engagement at 2:30. My facebook ads page looks nothing like this when I go to the ad center for my fan page.

[@AndrewSouthworth]

You'll want to go to Ads Manager, not ad center. Ad center is like a simplified version of ads manager with limited options.

[@Cryostasis_Official]

And then somebody comes and destroy your spotify playlists with abuse the report function for playlists. And you loose your playlist-picture, your playlist-title and playlist-description = dead playlist. Happened to me and couldn't revert the damage. I lost playlists with over 25k follower at all.

[@AndrewSouthworth]

Yeah it’s insane. Spotify needs to fix this system. Playlist companies will literally report each other to rank higher for search terms.

[@tamamusic]

You can contact the S4A support and they will "freeze" your playlist, means no fake report will result in losing your picture, name and description anymore. I did it with a playlist already which got reported on daily base and it worked like a charm.

[@JalisaAvari]

How did you create your template for your campaigne? time at 7:05

[@JalisaAvari]

Also how much do you charge to run the campaign for someone's Spotify playlist?

[@JalisaAvari]

Sorry one more question. Do you have any rap or hiphop playlist i can pay to get on?

[@abyssent]

ik i asked for a type of video like along these lines a while ago but im just now seeing it . thanks for the help ! the hypeddit landing page is definitely interesting for a way to track conversions and the thought never came to me before .

[@bradhaupt1261]

Great quality video, will definitely be checking out more of your content

[@Adityaabhardwaj]

How to increase my playlist likes

[@rainer_klvsaudio]

Your head bopping when creating the ad video makes me happy haha

[@LaZIOFilms]

Can u do it for artist ? It better like that

[@basilisk_music]

Whats the ideal length for a video ad?

[@speedcrawlmusic]

I vant playlist

[@bluedev1495]

FYI Facebook pixels do not work in 2023.

[@AndrewSouthworth]

Yes they do, i'm currently running 50+ conversion campaigns across a dozen or so ad accounts all with working Facebook pixels.

[@bluedev1495]

@@AndrewSouthworth They only work if they were setup prior to the IOS14 update. You cannot create new ones

[@JAPANESEJENN]

Don’t waste your time submitting your songs !!! He not a real marketer !!! UNSUBSCRIBED !!!!

[@AndrewSouthworth]

Hey Jenn, I see we rejected one of your songs. Running campaigns for artists is just one part of what I do. We don’t accept every song, and only take music we feel we can deliver good results on. Would you prefer we accepted everything no matter what results we thought we could bring? Feel free to watch my videos or take a course if you want to learn to do this stuff yourself.

[@PaulPayne837]

Hey Andrew please review FOUNDEE its also a marketing tool.

[@magiccards6840]

Hey Andrew, I tried to reach out to you on Instagram but you didn’t see my message. What’s the best way to contact you ?☺️