Triggering Algorithmic Playlist Pickup Through Social Ads

In this blog post, we're diving deep into the power of ads in driving algorithmic playlist pickup, a crucial element in growing a sustainable artist business on streaming services and beyond.

Introducing Our Protagonist: Ryan Gregg

Our story revolves around Ryan Gregg, an artist with a strong reputation in Jersey and beyond. While Ryan has been an integral part of various projects and bands, 2024 marked the first time he released music under his solo project.

Before spending a dime on ads, Ryan focused on ensuring every piece of the puzzle was in place. Here’s how he achieved that.

Controlling the funnel

Instead of relying on third-party pivot link providers like LinkFire, FeatureFM, or Foundee, Ryan set up a fast-loading landing page on his own website, ryangreggmusic.com/hustlinginplace. This allowed him to fully customize the funnel flow and, most importantly, maintain control over his data. This approach also enabled Ryan to capitalize on the curiosity of visitors, who could easily explore other value-generating areas such as his Patreon channel or tour dates, all within the same domain. This streamlined experience not only enhanced user engagement but also increased the likelihood of conversions.

Maximizing conversions through data control

We set up custom conversion events for all critical actions on both the streaming link and the main website. With this foundation, we ran ads across all major platforms (Google, TikTok, Meta, etc.), continuously testing in real-time to determine which placements and creatives provided the most cost-effective path for fans to engage with Ryan's music. This data-driven approach was key to optimizing the ad spend and ensuring maximum impact.

Introducing his first single and new artist project

Ryan's six-track EP, Hustling In Place, was strategically rolled out with five tracks released as singles, each one spaced a month apart. The debut track, also titled "Hustling In Place," dropped on February 24, 2024.

Ads promoting the streaming of the track and a live video Ryan recorded at Cako Studios were launched immediately. This video, uploaded to his YouTube channel, was the perfect introduction. With a modest $300 ad campaign, Ryan garnered 16K views, gained hundreds of subscribers, and, most importantly, received comments that added authenticity and free impressions through shares.

Leveraging Google Ads to Grow a YouTube Channel

For each song on his EP, Ryan released an accompanying visual on YouTube. By deploying a mix of view and engagement ads, Ryan consistently grew his channel throughout the campaign, with ad spends ranging from $100 to$300 per video.

His content strategy not only boosted his visibility but also helped build a dedicated audience on the platform. His powerful visuals were crucial in driving organic growth and ensuring that Ryan's music was discoverable by fans who might not have come across it otherwise.

Showcasing algorithmic Spotify pickup for future singles

Now, to the core of our writeup. When Ryan released his second single, "Kissing Rings," on March 22, 2024, he aimed to elevate his streaming-focused advertising across social media.

As soon as the song launched, the b00st.com team initiated streaming conversion ads, with a particular focus on Spotify. While Spotify conversions started at a higher cost of $0.60 per fan, within days, Ryan saw his first algorithmic playlist pickup, resulting in hundreds of additional streams.

This breakthrough demonstrated the power of consistent, data-driven advertising with smart release and content strategies. Once we identified a winning formula, we scaled up the effort, adding remarketing and expanding the audience for the following singles.

Amplifying Momentum with Subsequent Singles

With the release of the fourth single, "The Devil Loved Again," on May 31, 2024, we were able to significantly grow the momentum built by the previous campaigns. The combination of refined targeting, increased ad spend, and the lessons learned from earlier singles paid off in spades.

Finally, with the release of "Dirty Jersey," an homage to his home state, Ryan saw algorithmic playlist pickup from day one, a testament to the foundation laid by the previous campaigns.

The secret to getting on Spotify’s algorithmic playlists

In 2024, consistently releasing music is essential not just for remaining relevant but for working in harmony with the ever-important algorithm. By consistently investing in ads across all his tracks, even with a modest budget, Ryan was able to amplify his audience and achieve a significant return on investment.

He triggered algorithmic playlist pickups but also grew his YouTube channel, where each new video now starts with a higher baseline of views. Ryan’s strategy underscores the critical role that consistent effort and strategic spending play in driving sustained growth and long-term success in today’s digital music landscape.

At last, let's hear it from the protagonist

Sharing his thoughts about the campaign:

b00st.com helped me sustain growth and engagement throughout the campaign behind my debut release. I saw sustained growth and consistent engagement in the six months of using the service. In addition to the guidance I received on setting myself up for success, b00st.com set me on the path to continue to make smart decisions with my marketing budget, based on data, not gut feelings, with tangible results.

- Ryan Gregg

Before you go, here's a direct link to Ryan's channel so you can check out his outstanding music and videos for yourself: Ryan Gregg on YouTube.