Creative is the #1 driver of advertising performance. Google studies show it is responsible for up to 70% of a campaign’s success. Set your artist campaigns up for success by applying Wavo’s data-driven guidelines for effective creative across major music platforms and formats.
1. Creatives That Actually Work (And Why)
For illustration purposes only – examples do not depict Wavo campaigns
Trends that lead to better performance
✅ Video: a major factor in the success of promotional creatives
✅ Engaging preview thumbnails
✅ Playing the hook/chorus at the start of the creative
✅ Prominently displaying a human face
✅ Showcasing the artist’s personality
✅ Bright/high-contrast colors
✅ DIY/user-generated content
✅ Engaging live footage
✅ Short copy
✅ Using emojis in the copy
✅ HD videos
Pro Tip:
Raw, unedited live footage tends to perform better than professionally edited content in events campaigns.
2. Creatives That Don’t Work (And Why)
For illustration purposes only – examples do not depict Wavo campaigns
Trends that lead to under performance
❌ Animated creatives
❌ Visualizers/animations of artwork
❌ Dark or black and white creatives
Pro Tip:
Animated creatives make for an attractive complement to a content package, but they consistently underperform when used for paid media.
3. Creatives To Avoid (Content Regulations)
Every ad platform has policies on what type of content is allowed. All campaigns are subject to review against these policies and will be disproved if content regulations are not followed.
YouTube TrueView
- No swearing
- No guns
- No drugs (includes alcohol and cigarettes)
- No nudity or sexually explicit content
- No violence
Facebook/Instagram
- Less than 20% text on the creatives
- No guns
- No drugs (includes alcohol and cigarettes)
- No swearing
- No nudity
- No violence
Snapchat
- No on-screen CTAs
- No swearing
- No guns
- No drugs
- No nudity
- No violence
- No letterboxing on majority of creative
- No YouTube, Facebook, IG or Twitter URLs
- No swearing
- No guns
- No drugs (Includes alcohol and cigarettes)
- No nudity
- No violence
TikTok
- No drugs/drug paraphernalia
- No weapons
- No tobacco products/smoking
- No political content
- No military content
- No discriminatory content
- No adult sexual content
Spotify
- No swearing
- No guns
- No drugs (Includes alcohol and cigarettes)
- No nudity or explicit adult content
- No violence
Warning:
Failure to comply with these set specifications will result in your creative material being denied by the platform.
4. Creative Specifications
Apply the latest design specifications and technical requirements across the key formats and placements for artists. Platforms included: Facebook, Instagram, Snapchat, YouTube, Google, Twitter, TikTok, and Spotify.
Facebook/Instagram In-Feed
- Aspect ratio: 4:5
- Max time: 120 s (15 s recommended)
- Video size: Minimum width of 500px
- Max file size: 4GB
- Images, GIFs, and videos are accepted
- Multiple formats for A/B testing are encouraged
Instagram Stories:
- Aspect ratio: 9:16
- Max time: 120 s (15 s recommended)
- Video size: 1080*1920 recommended
- File type: .mp4, .mov
- Max file size: 4GB
Snapchat
- Aspect ratio: 9:16 video
- File type: .mp4, .mov with H.264 compression
- Max time: 180 s
- Video size: 1080*1920
- Brand name and headline must be added (e.g., artist name or logo)
YouTube
- Please provide the link to the video on Youtube
Google Display
- Static images or GIFs in the following formats: 300x250, 336x280, 728x90 or 300x600
Google Search
- Image carousels are now supported in Search ads
- Include up to 5 static 16x9 images
Twitter Images
- Aspect ratio: 1.91:1
- Image size: 1200*628
- File type: PNG or JPG recommended
Twitter Video
- Aspect ratio: 16:9 or 1:1
- Max time: 2 min 20 s (15 s recommended)
- File type: .mp4 or .mov
- Max file size: < 1GB strongly recommended
- Resolution: 720*1280 (portrait), 1280*720 (landscape) or 1200*1200 (square)
TikTok In-Feed Video
- Aspect ratio: 9:16, 1:1, or 16:9
- Max time: 60 s (9–15 s recommended)
- File types: .mp4, .mov, .mpeg, .3gp, or .avi
- Max file size: ≤500 MB
- Resolution: Resolution must be ≥720*1280px,
- ≥640*640px, or ≥1280*720px.
- Copy: < 80 characters with no emojis or hashtags
- A 1:1 profile image is required
Spotify Audio
- Max time: 30 s
- File types: WAV, MP3
- Max file size: 1MB
- Audio: .wav - 16-bit 44.1 kHz
- .mp3 - at least 192 kbps
- Normalized to -14 dB LUFS integrated
- All peaks should stay below -1 dB TP
Spotify Companion Display Unit
- Dimensions: 640*640
- File type: JPG
- Max file size: 200KB
Pro Tip:
Facebook videos outperform static images by an average of 300% (CTR). Be sure to include video with the creatives you provide to maximize your ROI.
Download this Guide for Free