How The Best Music Ads Perform On YouTube, Facebook, Instagram & TikTok

To optimize ad performance and maximize return on investment (ROI), it's essential to understand key advertising metrics, such as: 

1. Cost per Click (CPC): The average cost an advertiser pays for each click on their ad. 

2. Cost per Conversion: The average cost an advertiser pays for each desired action (e.g., a sale, a download, or a subscription) resulting from the ad. 

3. Cost per Mille (CPM): The cost an advertiser pays for 1,000 ad impressions (each time the ad is seen). 

4. Primary Countries: United States, Canada, Australia, Netherlands, Germany, New Zealand, United Kingdom, Ireland 

5. Secondary Countries: Mexico, Brazil, Argentina, Chile, Colombia, Norway, Spain, etc. 

6. Social Proof: Sometimes when an ad already has a lot of engagement, it performs better because people like to see previous activity on videos or images. Thus, they are more likely to click or convert on the content. 

*To note, the words primary and secondary are solely referring to the cost of the ads in the countries. 

In this article, we'll share advertising benchmarks for the music industry on YouTube, Facebook/Instagram, and TikTok, providing valuable insights for artists looking to optimize their ad campaigns.

YouTube is a powerful platform for music promotion due to its massive user base and the popularity of music videos. It offers various ad formats, such as TrueView in-stream ads, discovery ads, and bumper ads. 

CPC & CPV

On YouTube, the CPC is a little tricky depending on the type of ad you’re running. If you’re running discovery ads (the ads where people have to click on your thumbnail instead of the skippable ads at the beginning of the video), YouTube counts those as a CPV, whereas you can really count those as a CPC. 

However, for in-stream ads, the CPC is easily distinguishable from the CPV. Given these nuances, here are the metrics: 

Discovery Ads CPC or CPV In Primary Countries:

High performing ads: $0.02-$0.05

Avg. performing ads: $0.05-$0.15

Discovery Ads CPC or CPV In Secondary Countries:

High performing ads: $0.01-$0.03

Avg. performing ads: $0.03-$0.10

This cost can vary even further depending on factors like keyword targeting, ad format, and video quality, ad copy, social proof, & more. 

In-Stream Ads CPV In Primary Countries:

High performing ads: $0.01-$0.03

Avg. performing ads: $0.04-$0.10

In-Stream Ads CPC In Primary Countries:

High performing ads: $0.10-$0.20

Avg. performing ads: $0.20-$0.30

In-Stream Ads CPV In Secondary Countries:

High performing ads: $0.005-$0.02

Avg. performing ads: $0.02-$0.04

In-Stream Ads CPC In Secondary Countries:

High performing ads: $0.05-$0.10

Avg. performing ads: $0.10-$0.20

The average cost per conversion for music ads on YouTube depends on the campaign's goals and targeting. A well-optimized campaign may achieve a lower cost per conversion, while a poorly targeted campaign or lower quality song might have higher costs.

The average CPM for music ads on YouTube can range from $0.25 to $5. Like CPC, this cost is influenced by factors like targeting, ad format, and video quality. 

To optimize advertising performance on YouTube, consider using precise targeting options (e.g., demographic, interests, and remarketing) and creating high-quality, engaging video content. 

Successful music advertising campaigns on YouTube often include creative storytelling, unique visuals, and a strong call-to-action to drive desired results.

Facebook and Instagram are popular platforms for music promotion due to their extensive user base and visual focus. They offer a variety of ad formats, such as carousel ads, video ads, reels ads, and stories ads. 

Cost Per Click Stats:

Facebook/IG CPC In Primary Countries:

High performing ads: $0.15-$0.30

Avg. performing ads: $0.30-$0.60

Facebook/IG CPC In Secondary Countries:

High performing ads: $0.05-$0.20

Avg. performing ads: $0.20-$0.35

Factors like audience targeting, ad format, social proof, and content quality can also impact the cost. 

Cost Per Conversion Stats:

The average cost per conversion for music ads on Facebook/Instagram varies depending on the campaign's goals and targeting strategy. Better targeting and ad optimization can lead to lower costs per conversion.

Naturally, cost per lead (i.e. email subscriber) will be drastically lower than cost per purchase. The stats below will reflect data mostly for cost per lead. 

Given this information, here are the metrics on cost per conversion: 

Facebook/IG Cost Per Conversion In Primary Countries:

High performing ads: $0.20-$0.40

Avg. performing ads: $0.40-$0.70

Facebook/IG Cost Per Conversion In Secondary Countries:

High performing ads: $0.10-$0.30

Avg. performing ads: $0.30-$0.45

The average CPM for music ads on Facebook/Instagram can range from $0.50 to $15. As with CPC, this cost is influenced by factors like targeting, ad format, and content quality. 

To optimize advertising performance on Facebook/Instagram, utilize the platforms' advanced targeting options, create visually appealing content, and test different ad formats to see which performs best. 

Pro-tip: What many artists do is hire a professional service to manage their music advertisements for a couple of months. If you’re going to spend money on ads, you may as well have someone go into your ad account and optimize everything. 

Then you can copy some of the methods the company used to run ads going forward.
You can try out our service here to get started!

TikTok is a rapidly growing platform for music promotion due to its unique short-form video format and engaged user base. It offers various ad formats, such as in-feed ads, branded hashtag challenges, and branded effects. 

We will note that TikTok is younger than YouTube or Facebook; thus, the quality and reach of their ad platform is not as advanced. There are fewer countries to target and the targeting options are not as specific. 

Cost Per Click Stats:

TikTok CPC In Primary Countries:

High performing ads: $0.15-$0.40

Avg. performing ads: $0.40-$1.25

TikTok CPC In Secondary Countries:

High performing ads: $0.07-$0.25

Avg. performing ads: $0.25-$0.55

This cost is influenced by factors like audience targeting, ad format, and content quality. 

Cost Per Conversion Stats:

The average cost per conversion for music ads on TikTok depends on the campaign's objectives and targeting strategy. Well-targeted and optimized campaigns can achieve lower costs per conversion. 

TikTok Cost Per Conversion In Primary Countries:

High performing ads: $0.30-$0.60

Avg. performing ads: $0.60-$1.90

TikTok Cost Per Conversion In Secondary Countries:

High performing ads: $0.20-$0.50

Avg. performing ads: $0.50-$1.00

The average CPM for music ads on TikTok can range from $0.50 to $10. Like CPC and cost per conversion, this cost is affected by factors like targeting, ad format, and content quality. 

To optimize advertising performance on TikTok, focus on creating engaging, shareable content that resonates with the platform's young and active user base. Additionally, utilize TikTok's targeting options to reach the right audience. 

Successful music advertising campaigns on TikTok often leverage the platform's native features (e.g., challenges, effects) and encourage user-generated content to increase organic reach and engagement.

Each platform has its pros and cons for advertising in the music industry. YouTube is ideal for promoting music videos, Facebook/Instagram offer extensive targeting options and visual ad formats, while TikTok provides unique opportunities to engage with users through short-form content and user-generated campaigns.

 When determining the best platform(s) for your music industry goals and budget, consider factors like target audience, ad formats, content type, and overall advertising strategy.

To improve CPC, cost per conversion, and CPM across all platforms, implement the following strategies:

 1. Precise targeting: Use demographic, interest, and behavioral targeting options to reach the most relevant audience. 

2. A/B testing: Test different ad creatives, formats, and targeting options to identify the best-performing combinations. 

3. Retargeting: Create retargeting campaigns to re-engage users who have previously interacted with your ads or content. 

4. Targeting the right audience is crucial for any advertising campaign. Use platform-specific targeting options and lookalike audiences to reach potential fans and customers who are most likely to be interested in your music. 

5. Creating engaging ad content is key to driving results. Develop captivating visuals, compelling storytelling, and clear calls-to-action to encourage users to click, convert, or engage with your ads. 

6. Leverage platform-specific features and ad formats to maximize your campaigns' effectiveness. For example, use YouTube's TrueView ads for music videos, Instagram's Stories ads for behind-the-scenes content, and TikTok's branded hashtag challenges to encourage user-generated content. 

7. Monitor and adjust campaigns based on performance data. Continuously analyze your campaigns' results to identify areas for improvement and optimize your ads for better performance. 

By understanding and acting on these advertising benchmarks and strategies, music artists and industry professionals can make informed decisions about their advertising