How it Works
Premium Music Videos
Stories & Reels
While Facebook’s parent company has changed its name to Meta this year, the name of the social platform remains the same.
With roughly 2.89 billion monthly active users as of the second quarter of 2021, Facebook is the biggest social network
worldwide. That’s an increase of 12% year-over-year from September 2019. Facebook reaches 59% of the world’s social
networking population, which showcases the importance of including Facebook in your marketing strategy.
Facebook’s user audience is 57% male/43% female (Facebook limits its gender reporting to male and female). The largest
segment by age is 25-34 year olds at 32.4%. The next largest group is 18-24 year olds, which represents 23.5% of Facebook’s
demographic. Only 4.7% of Facebook’s audience is 65 or older, and only 5.8% is 17 or under. Only 8.9% of Facebook’s audience
is in the U.S., with the fastest growing region being the Middle East and Africa.
79.9% of Facebook users only access the platform via mobile device, which is important to consider when planning marketing and
advertising strategies. Additionally, 45% of new-music seekers aged 35-54 discover new music on Facebook.
*stats via hootsuite
Creating Your Artist Page
Facebook Pages is where your fans can
connect and follow you. Most reading have
probably set up their Page already, but if you’re
new to Facebook, you can set up your page in
1. Click ‘Pages’ from the list of options on
your home page
2. Click ‘Create New Page’
3. Name your Page
4. Select a Category (hint: Musician/Band)
5. Write a Description
6. Click ‘Create Page’
7. Add a Profile & Cover Photo
8. Add a Call-To-Action
For additional help, checkout Facebook’s
Now that you have your Page, make sure that
you have your page fully optimized with our
❏ Customize your vanity URL
❏ Add Profile Photo and Cover Photo/
Video Banner reflecting your latest
❏ Add buy link to the description of your
profile and banner image
❏ Pin a post about your latest release
❏ Set ‘Shop Now’ button
via Jack White
Facebook underwent a series of changes this year.
● Facebook changes parent company name to
● Facebook Reels launches
● New Messenger features available
● Live Audio Rooms & Podcasts launched
● PMV User Playlists and Global 30 Second
● Audience Insights is now Business Suite
How To Grow Your Page
● Be Authentic - Fans are savvy and
know when you’re being yourself.
Authentic, original content will always
perform better than something polished
and over-produced. Post using your real
voice and avoid being ‘salesy’ in your
● Be Consistent - Facebook recommends
posting once a day, or at least a few
times a week. Make sure to share some
in-between moments as well as the
● Engage Your Fans - Responding to
comments can make all the difference in
earning a lifelong fan. You can also
interact through stories by utilizing
Stickers, Q&As, Polls or Quizzes.
Another great way to interact is by
tapping into Facebook Live and
Facebook Watch Parties and interacting
with your fans and followers in real time.
Make sure to engage fans when
traveling to expand your global
*via Facebook’s Best
Play Around More Consistently
add 3-5 sec trailer to
but delight with
with a 4:5
and test a mix
to gain exposure
to new fans
Behind The Scenes
Reveal insights into your creative
process, photoshoots, songwriting, etc.
Let fans know what’s important to you by
talking about social causes close to your
Day In The Life
A glimpse into your daily routine.
Give us a glimpse into the green room or
have someone on your team go live on
social from side-stage for one song each
night on tour
● Tag other pages mentioned in your
posts. If your content is relevant to
fans of the other pages, Facebook
may show your post in those fans’
feeds, increasing your impressions.
● Tag other artists, influencers, festival
names, venues, retailers and media
outlets when applicable and
*via Scotty McCreery
● Link to sources when applicable - whether it
be to new music, a press piece, merch store
● Make sure these links are shortened for the
best optimized appeal
● Make sure the link preview is engaging, and
if not, consider adding in your own piece of
content: a photo or video relating back to
*via Kelsea Ballerini
Replies & Comments
● The “reply” feature lets you answer fans’
comments within the comments section
● Replying to fans lets them know you see
them and encourages engagement
● In addition to commenting on your own posts,
follow public figures and other relevant
verified accounts to weigh in on cultural
moments. This can amplify your page’s
exposure by showing up in the feeds of
people that may not already follow you.
● Stick to informative and/or meaningful
*via Russell DIckerson
*Photo and information from Messenger.com
Messenger Rooms are exactly what they sound like,
a messenger group for multiple participants! Up to 50
people can join a Messenger Room with video and
chat capabilities. Some things to know:
• Anyone with the link can join a Messenger Room,
they do not need to have a Facebook account.
• Unlike Live videos, there is no time constraint on
• You control who joins by utilizing the guest list for
a safe fun experience.
• Utilize the desktop app when chatting with a large
group, so you can see everyone’s faces at once.
New Messenger Features
Just like Facebook Story Polls, Messenger lets you survey your
fans participating by posting “Most likely to” polls to chats
Cash Gifting via Facebook Pay (available in the U.S. only)
Chat participants can send cash gifts through Facebook Pay that
will come with Messenger notifications featuring themed effects. For
example: Birthday wishes with virtual balloons.
A curated “Messenger is 10!” sticker collection is now available to
Messenger participants. The pack includes 360 backgrounds, AR
effects, birthday-themed Soundmojis, and more.
Easily share Facebook profiles on Messenger with this new feature
Currently in beta, Word Effects allows users to pair words or
phrases with emojis. Whenever the user types these words, the
chosen emoji will fill the Messenger chat screen. What words will
you choose? *Photo and information via Hootsuite
Live Audio Rooms
● To be competitive with the market, Facebook has
launched Live Audio Rooms and Podcasts.
Facebook recently launched Live Audio Rooms
in the U.S. on iOS, starting with public figures
and select Facebook Groups. It also debuted an
initial set of U.S. podcast partners.
● Both products will receive a wider rollout in the
future, but this is certainly an opportunity for
creators to keep an eye on to get in at the
ground level when it becomes available.
● For now, all Facebook users in the U.S. are
able to listen to Live Audio Rooms and podcasts.
Facebook Creator Studio
Creator Studio is a suite of tools designed to help you effectively post, manage and analyze all your video
content across your Facebook Pages (this tool can also be used for your Instagram Accounts). Through
Creator Studio you can:
● Upload, Create, and Post Content
● Schedule Content
● Create Expiring Content
● Get Updates on New Capabilities
● Manage Your Content
● Study Video Insights
● Utilize Monetization
● Streamline Engagement
● Utilize Rights Manager
Click here to get started in Creator Studio
● Engaging, Original, Relevant, Consistent & Retentive
● 3-5 Second Rule: the first 3-5 seconds are the most
important, as this is where viewers decide whether to keep
watching or move on. Make sure these first few moments
are enticing visually.
● 4:5 Aspect Ratio: 80% of users are accessing FB through
mobile, and this ratio is perfectly optimized for mobile.
● Captions: videos autoplay on feeds without sound, so
make sure to have a good attention grabbing caption.
Video Best Practices
*via Kelsea Ballerini
*via Facebook Resources for Creators
Video Playlists and Series
Use playlists to create a collection of videos that share a theme/topic (i.e. from the same album, tour,
behind-the-scenes, etc.) Use series to collection of episodic videos (i.e. a Cooking show)
Why should you use them?
● Increase Content Discovery
● Lean-back viewing
● Search Traffic
● Easy shareability
● Streamline your online presence
Steps to creation
1 Go to Creator Studio and click on Content
2 Click Playlists
3 Click New Playlist
4 Follow the prompts to add your title,
description and cover image.
5 Click +Add Videos From Library button to
select the videos from your content library you
want included in that playlist.
6 Click Publish Playlist
A fun way to engage with your fans and continue to promote your video content is through Watch Parties.
Watch Party lets you playlist some of your videos, and then watch them all in real-time with followers. You
and your followers have a chat functionality available to comment and talk as you watch.
To start a Watch Party, act as if you were making
a post, but choose Watch Party from the ‘more
options’/’...’ menu. You can even give your Watch
Party a title and description. You can also
schedule your Watch Party in advance.
Read more about Watch Parties on Facebook
PMVs bring Premium Music Video content to
fans in the US.
Music videos are highly discoverable on the
platform, as followers get a notification when their
favorite artists launch a new video, people
discover music videos based on their friend’s
watch habits, and new music can be discovered
on Facebook Watch.
Through Creator Studio you can view analytics
and edit your videos. You can edit the title,
thumbnail, description, tags, posts text, poll, and
Premium Music Videos - PMVs
*via Cassadee Pope
1. Engage with fans and collaborators in
the weeks leading to release
2. Create a Facebook Event for the
3. Launch or activate Fan Groups
1. Drive off-platform traffic to your music
videos on Facebook
2. Use Calls to Action in your posts and on
3. Share clips from your music videos to
Facebook and Instagram Stories or
4. Encourage fan engagement and engage
5. Go Live to talk about the video
6. Find other moments to share your video
Here are Facebook’s tips for a successful PMV release
PMV New Features
PMV: User Playlists
Users can now create playlists of videos (including PMVs
and other video types) on iOS and Android. Users can also
add videos they come across in Feed, Watch Feed, or an
artist Page to a new or existing playlist using the 3-dot
menu. Playlists can be private, public, or shared with only
the user’s friends. Users can share their playlists on their
own timeline as a post that will show up in the Feed based
on their privacy setting. This feature enables fans to build
community around PMVs and video content on Facebook
by allowing them to create and share their own playlists.
Global 30 Second PMV
While PMVs are launched in the US, MX, TH and IN markets,
Global 30 Second PMVs ensures that creators can engage
users from outside these launch markets as well. Users
outside of licensed PMV countries will have access to 30
second clips of PMVs, with the goal of improving the PMV
experience and reach for labels, artists and fans.
These are being tested but will be rolling out more widely in the near future.
Live is a great way to connect with your fans in real time! You can go
Live from desktop, mobile, or Creator Studio, and your followers will be
notified. Visit Facebook for instructions on how to go Live from each
Going Live doesn’t have to be just from a Page, you can go Live in a
Group or an Event’s Page.
If you’re really into video production and want that perfect set up,
Facebook has you covered with their encoding software options and
then go Live using Live Producer.
You can schedule a Live so your followers can put it on their calendar
● Utilize Live for Q&As, live performances, chatting
with fans, BTS at the studio or a concert,
soundcheck, and more
● Create a regular series to continue building
viewership and to have a reason to go live on a
● Collaborate by going Live with other pages
● Announce your Live a few days ahead
● Launch pre-recorded content with Live by
scheduling a Premiere
● Facebook Lives are eligible for Watch Parties
Live Tips & Tricks
*via Kelsea Ballerini
Stories on Facebook and Instagram help you
connect with your followers through full-screen
photos and videos through their stories feed.
After you post your content, it will be visible for
24 hours. Just like Instagram you can:
● Utilize Stickers: Question, Poll, Music,
Donation, GIF - additionally use
Comments, or Feelings
● Cross promote by sharing your Instagram
Stories to Facebook
● Utilize the Swipe Up function
Facebook has brought Reels to its platform and,
just like Instagram you can include music/audio
and special effects.
Set to public by default (for people over 18),
Reels have the potential to reach a wider
audience on the platform through discovery in the
Feed and groups. Facebook is also testing the
option for creators and businesses to share their
Reels from Instagram to Facebook. Advertisers
will also soon be able to place full-screen ads
between Facebook Reels.
● Keep things simple
● Pull the viewer in within the first few seconds
● Have fun with AR effects
● Use Remix to collaborate with other creators or
engage with your fans
● Make your content relatable
● When jumping on a trend, tag the inspiration or
● Use a text frame as the cover photo
● Use relevant hashtags
● Utilize a combination of trending audio and your
● Use music from the music library
● Have fun and get creative!
● Spark AR Studio is Facebook’s tool for
building augmented reality effects that can be
used on Facebook and Instagram stories.
● Anyone can design, upload and publish the
filter to the page with admin access.
● Create filters that have a colorful overlays,
animated objects, randomizers & more. There
are hundreds of things you can incorporate to
make your filter custom and recognizable to
New Insights Page
Insights in Facebook Business Suite help you understand
the results of your organic and paid social media efforts
across Facebook and Instagram in one place.
With Insights, you can see metrics, trends, and visual
reports that help understand which Facebook Page and
Instagram strategies work well and where to make
improvements. You can then optimize the way you spend
your time and resources.
● Page Likes/Followers
● Top Cities and Countries