When it comes to promoting your music, social media advertising has become one of the most effective ways to reach new audiences. But not all platforms are created equal, and the channel you choose to run ads on can significantly impact your campaign's effectiveness. 

At SongTools, we've developed SongFly, an advanced social ads automation tool that has already auto-provisioned and run thousands of ad campaigns across Instagram, Facebook, and TikTok. Drawing from the vast pool of data that SongFly has accumulated, we’re able to offer insights into which channels are most effective for running ads to promote your music.

Why Run Ads for Your Music?

Before diving into the details of which social channels perform best, it's important to understand the goal behind running digital ads for your music. Ads are meant to drive high-intention clicks to your tracks, leading to Saves, which is the key to growing a dedicated fanbase. 

This focus on behavior-based conversions (like Saves or downloads) makes music ads inherently more expensive to convert compared to a playlisting campaign, which typically generates a stream—a lower value action in comparison. A stream from an ad is not only more expensive, but also more valuable because the listener is actively engaging with your content rather than passively coming across it on a playlist.

We conducted a high-level analysis of campaign performance across all genres on Instagram, Facebook, and TikTok. While this analysis offers a broad overview, it's important to note that there are hundreds of variables that can affect ad performance that we couldn’t control for. These include factors such as the quality of your track, the budget allocated to the campaign, the creative elements used (cover art and video content), and even the specific audience or genre you are targeting.

This analysis is meant to provide general guidance and a solid starting point for artists looking to explore ads as a tool to promote their music.

Results of Our Analysis: How Each Channel Performs

Our analysis revealed that, across all genres, Instagram is the highest-performing channel for running music ads. In fact, Instagram ads performed an average of 20% better than campaigns run on other platforms. Facebook followed close behind, while TikTok trailed slightly in overall effectiveness.

However, these results become more nuanced when you dive deeper into specific genres. For instance, when it comes to Electronic music, performance across Instagram, Facebook, and TikTok is fairly consistent. But for genres like Reggae and Funk, TikTok outperforms both Instagram and Facebook. This indicates that different platforms may be more suited to particular genres based on their unique user bases and engagement styles.

In general, Instagram stands out as the go-to platform for most genres. Still, there’s no one-size-fits-all answer, and artists should remain open to experimenting across different platforms depending on their genre, audience, and goals.

Why Do These Channels Perform Differently?

Several key factors likely explain the differences in performance between Instagram, Facebook, and TikTok.

1. Different Audiences on Each Platform  

   Each platform attracts a different demographic. Facebook is known for catering to an older audience, while Instagram tends to capture a slightly younger crowd. TikTok, on the other hand, is home to the youngest user base, making it more effective for artists targeting Gen Z.

2. Behavioral Dynamics on Social Media 

   The way users engage with content also varies across platforms. TikTok is primarily an entertainment platform, where users scroll through short, engaging videos, often without committing to deeper interactions like Saves or downloads. On Instagram, users are generally more inclined to engage with ads and music content, which leads to better conversions in many campaigns. Facebook, though more focused on community and connection, can still deliver solid results depending on the audience and type of music being promoted.

3. Ad Fatigue and User Intent  

   Different platforms present varying levels of ad fatigue. Instagram users, for example, may be more accustomed to seeing ads and interacting with them, while TikTok’s fast-paced, swipe-driven interface can make it harder for ads to stand out and drive high-intention actions like Saves.

Ultimately, the platform that works best for your music promotion depends on a mix of demographic targeting, creative elements, and how your audience interacts with ads.

What’s Your Experience?

This analysis provides a broad look at how Instagram, Facebook, and TikTok perform in music advertising. However, there’s no substitute for hands-on experience. Have you run ads on these platforms? What worked, and what didn’t? We’d love to hear about your experiences and any insights you’ve gained from your own campaigns. Let’s continue the conversation and learn from each other!

Running ads to promote your music is a learning process, but with the right tools and a clear strategy, you’ll be able to find the channels that resonate best with your audience. Happy promoting!