ReverbNation, which provides online tools for artists and music venues to connect with fans, today introduces an update to its Facebook ad platform so artists can understand how their campaigns perform compared to others in similar genres.
Promote It is ReverbNation’s platform that simplifies advertising terms and frames Facebook campaigns in a way that relates specifically to artists. For example, instead of asking users to decide between broad category targeting and specific interest targeting or enter a list of interest keywords, as Facebook’s self-serve tool does, Promote It asks artists to “name five artists whose fans might like your music.”
Now to help artists judge the success of their campaigns, Promote It shows users how their ad clicks and fan interactions stack up against the average clicks and interactions for artists in the same genre. Promote It product manager Nick Sehn says ReverbNation found campaign performance varied significantly among different genres since launching the tool in August 2011. Sehn says niche genres typically have lower costs per fan than broader genres like pop or rap.
When campaigns perform below average, Promote It gives artists suggestions for improvement. For instance, the tool might recommend using a photo with the artist’s face rather than album art or selecting lesser known similar artists. Sehn says targeting fans of artists that are very popular does not usually work as well as targeting fans of more obscure bands.
These type of insights can be incredibly helpful to people who might not have any advertising experience. Facebook could take a cue from the way Promote It frames ad creation and reporting in easy-to-understand terms. There is also a market for other Ads API partners to focus on one vertical as ReverbNation has with the music industry. Promote It has facilitated more than 75,000 Facebook campaigns in about six months.