4 Facebook Messenger Marketing Strategies: Which One Works For Your Business

7 min read
Messenger image

Table of Contents

1. Radio Shows and Online Magazines
2. Live Shows
3. Artists
4. Festivals
Conclusion

There are many different styles, tactics and techniques when it comes to Messenger marketing strategies. Today, we look at a few examples used by Messenger marketing experts in the music industry.

Whether you run a radio show, work in the live music space, run an online magazine, or market a festival, an artist or a band, you can use direct messaging to impress and wow your audience.

Broadcasting content straight to your subscribers’ inboxes allows you to redefine music marketing, and calls for different approaches depending on your type of business.

As a music festival, you won’t need to promote your new single release. And as an indie rock band, what good is a headliner announcement…

Sure, there’s a few do’s and don’ts that apply to all business types, but here’s a few great examples of some more business specific Messenger marketing strategies.

1. Radio Shows and Online Magazines

One of the ways you can use Messenger and which works well for radio shows and online magazines is to build a recurring type of broadcast. Take, for instance, Crack Magazine’s weekly Monday morning AM:DM broadcast:

Every Monday morning, at 10:00 AM, they send their subscribers 5 curated things to listen to. The best thing to do is to claim that one moment in the week as your own, so your subscribers become attuned to the rhythm of your broadcasts.

Crack-Magazine-Example

Do you run a weekly radio show? 📻 Why don’t you send out a weekly broadcast after the show, with the top 5 picks from the latest edition, for those who might have missed it?

Speaking of missing a show...

2. Live Shows

If you organize live shows, whether it be an online radio broadcast or a live stream of a DJ set, a good way to use Messenger is to inform people that you’re about to go live.

Why would you do this? 🤷

Live shows are, of course, extremely time sensitive. And you want to get as many views as possible. It would be a shame if people miss out on your carefully planned live content.

Of course, you could post a message across your social media platforms, announcing you’re going live soon. But since newsfeeds are bound to filter out your message. It’s easier to send out an announcement like that through Messenger, and reach your subscribers directly, in their inbox.

P.s. The best strategy to go about this is to:

  1. Actively grow your subscriber count 📈
  2. Send out a broadcast to people that subscribed, asking them if they would like to opt-in to updates
  3. Hit them with your ‘we’re about to go live’ broadcasts.

This ensures you will reach those fans that really love watching your live shows!

3. Artists

We found that the best way to use direct messages to engage with your audience is to:

  1. Build up hype around a new release, whether that be a new single, an album launch or announcing your tour dates
  2. Send them regular updates on how you’re doing, shooting them a message from the studio while you’re working on a new album, for instance
  3. Pamper your loyal superfans with some exclusive content

Of course, you could also create a synthesis of the above by carefully building up hype around that exclusive content you’ll be sharing from the studio, regularly.

Very powerful Messenger channel strategy for artists 🔥

Here’s an example of how Mötley Crüe uses Messenger to reach out to their fans:

Motley-Crues-Messenger-marketing-strategy
A Mötley Crüe Messenger broadcast

As an artist, you will probably also want to boost your streaming numbers. Next time you do so, try sharing a Linkfire link in your Messenger broadcast. Not everyone listens to music on the same music streaming platform.

Using this service helps you cater to the specific needs of all your subscribers at the same. Whether they prefer streaming on Spotify, Apple Music, Deezer or Youtube, you can serve them all at the same time!

Obviously, if you organize a music festival, big or small, you will benefit from a slightly different approach:

4. Festivals

As a festival organizer, there are myriad ways to use Messenger marketing. We’ve seen Messenger marketing experts use them all, so here’s a few examples:

Lowlands

Lowlands music festival - the biggest music festival in the Netherlands - came up with the uniquely branded Artist Alert campaign. They send out a broadcast every morning to people that subscribed to the Artist Alerts. They use the Lowlands brand and house style to inform their audience of a line up announcement, with cool visuals assets to go along with it. Here’s what that looks like:

Lowlands-Artist-Alert-Example-GIF
The Artist Alert campaign in action

The buttons underneath the visual asset link to the artist page on Lowlands’ festival programme, and the official Lowlands Festival 2019 Spotfiy playlist. There’s also a native share button, allowing people to send this cool little video to others, through Messenger.

This is a great way to get people hyped up for the festival!

Boundary Brighton

Boundary Brighton is a growing, medium-sized music festival, organized by SuperCharged Events. They used Messenger marketing to run an exclusive ticket pre-sale campaign, which was insanely successful, especially for a growing festival.

To get people to convert to subscribers, offering a pre-sale ticket at a cheaper price - exclusively for your Messenger collective - can work wonders at creating traction for your Messenger channel:

“The sign up ran for two days so the “hype” wasn’t lost when tickets went on sale, and the cheaper tickets could only be purchased for 24 hours. It was a crazy 72 hour push, but we managed 1,500+ sales on day one. This shattered all previous records and 500 of those tickets sold in less than three minutes!”
Boundary-Brightons-Conversion-Post-on-Facebook
Boundary Brighton's conversion post on Facebook

Read more about this specific use case on IQ Magazine.

MAMA Festivals

MAMA Festivals - the company behind, amongst others, Lovebox, Citadel, and the Great Escape Festival - focus their messaging campaigns around the idea of creating pockets of super fans, or small communities, similar to what SuperCharged Events calls their ‘Messenger collective’:

“A new strategy for us this year is to create small communities of fans within Lovebox that feel special . . . With our Messenger channel, we want those fans to feel they have signed up to something that has a purpose, which is why we have decided to make sure they are always the first to be in the know before anyone else. Whether it’s dropping a poster, launching a merch line or access to afterparty ticket, our Messenger subscribers will be the first to hear about it!”

This approach neatly aligns with general social media marketing trends in 2019. Consider the following quote from Buffer’s ‘Facebook Marketing in 2019’ article:

“There has been a general trend towards niche and active groups on social media”

The people over at MAMA Festivals have got that marketing practice covered, for sure. Way to move with the messaging times like true Facebook Messenger marketing experts! 🔥

End of the Road Festival

Last but not least, Alex Lee Thomson from Green House Group has been acing it with the messaging campaign for End of the Road Festival. Are you ready for some mind-blowing statistics. I mean, if we didn’t have you convinced before…

Check this out:

“After multiple posts over the last 12 months we have a 98.9% average open rate on our Messenger broadcasts.”

98.9% average open rates on your Facebook Messenger broadcasts...

Let’s just take a moment to digest that.

For End of the Road Festival, it’s worth quoting how Green House Group ran the Messenger marketing campaign, in full:

“Part of the user journey was creating-sub groups, where we could direct specific posts. For instance, if you keep a weekly updated Spotify playlist, you should segment this somewhere in your automated broadcast. Then, when you make additions to the playlist, you can let all your listeners know.
Same for travel, merchandise, stage times and anything else, really. If you think ahead to what you might need further down the line, start integrating that into your Messenger channel as soon as you can in a fluid way. Knowing that the audience is a bit more inner-circle, and very immediate, it’s a good place to run countdown messages with some element of emergency.
End-of-the-Road-Festival-I-AM-POP-IQ-Magazine
As an example, for End of the Road we let subscribers know that there were only a few hundred tickets left for the event. Likewise, if you’re down to only a few merch items, you can let your subscribers know first, as they’ll be more likely to buy, and it keeps some sales messages away from main channels. We also shared key information on secondary ticket selling once the festival was sold out, and directed solo travellers to a bespoke group we set up on Facebook.”

These are great examples of the variety of things you can do with Messenger marketing, as a festival organizer. You could even send out live updates to festival attendees during the event. Imagine letting people know a show is about to start, with a push notification, directly to the phones in their pockets!

Conclusion

There are myriad ways to use direct messaging and Messenger marketing, depending on the type of business you run, and what your marketing goals are.

Whether you want to send out a recurring broadcast with a curated selection of music like Crack Magazine, boost sales of your latest merch like Mötley Crüe, announce your live stream to increase your viewers numbers, sell out your festival like Boundary Brighton, or send out travel directions like End of the Road Festival...

Using direct messaging to reach, inform, and engage with your super fans is the future of sharing!


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Jonas van de Poel

Customer Success & Content Marketer at I AM POP. Poet, linguist, polyglot and wordsmith armed with fountain pen and ergonomic keyboard. Wears shades at night. Dreams in breakbeat at 174 bpm.