Facebook has published a case study of how artist Esperanza Spalding used the social network (and Instagram) to drum up excitement around her latest album ’12 Little Spells’ – including driving Spotify streams of it.

“The roll-out included premiering each music video on Facebook and IGTV, talking to fans through comments and Facebook Live and converting the most engaged fans into Spotify listeners,” explained Facebook in the case study, which has been published on its Facebook for Media site.

The campaign does sound inventive: for the 12 days leading up to the album’s release in October 2018, Spalding published a new video each day at 12.12pm EST, using Facebook’s ‘Premieres’ feature to gather fans to chat about the videos. The music videos were also uploaded to IGTV, the video section of Instagram, after they had debuted on Facebook. Facebook and Instagram stories with clips from each video were also part of the campaign, while a ‘Live Liner Notes’ livestream to talk about the making of the album has been watched more than 1.1m times.

Facebook is also keen to shout about how Spalding used Facebook ads to drive fans to the album on Spotify: “retargeting viewers of the ‘Live Liner Notes’ video as well as targeting a Lookalike Audience similar to those viewers, driving 29,700 clicks to the album.” Topline stats: the album campaign generated 5.2m video views on Facebook, and 288k on Instagram.

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