Don’t treat advertising as a one-time transaction. It is simply the first step in a relationship-building sequence. This is the purpose of Retargeting, which is a strategic approach to gradually deepen engagement with listeners who've shown interest in your music.

The concept is pretty simple: create custom audiences of people who've engaged with your content at different levels, then serve them increasingly committed calls to action as they move up the engagement ladder.

Level 1: Awareness

• Audience: Cold traffic or similar artist targeting
• Ad Objective: Video views or engagement
• Content: Hook-focused song snippets, behind-the-scenes moments
• Call to Action: None or very soft ("Check out more")

Level 2: Consideration

• Audience: People who watched 50%+ of your previous videos
• Ad Objective: Traffic to streaming platforms
• Content: Full song previews, context about the music
• Call to Action: "Listen now" or "Pre-save"

Level 3: Conversion

• Audience: People who clicked through to streaming platforms
• Ad Objective: Conversion to more committed action
• Content: Artist journey content, deeper connection
• Call to Action: "Follow on Spotify" or "Join the newsletter"

Level 4: Advocacy

• Audience: Followers, subscribers, and repeat listeners
• Ad Objective: Purchase or higher-value action
• Content: Exclusive offers, early access, community focus
• Call to Action: "Buy tickets," "Get merch," or "Join fan club"

The magic happens when you automate this sequence. As people engage with one level, they automatically get added to the audience for the next level, creating a self-sustaining fan development system that turns casual listeners into super fans.