Many artists wonder what Social Media is worth these days and by taking the numbers Facebook & Instagram charges for 1000 impressions you get a really clear picture of what it costs to start a campaign with Facebook.
We have done a 1 month test campaign for Piotr Deadi Dedel and found out really surprising numbers. Most Tattoo Artists get 90% of their business from Instagram for Tattoo Artists & Facebook these days, if you dont have a business page on neither Social Network you wont be able to compete and lose out big time.
It does take time & passion to create & build these business pages but they are really crucial to have success. They are actually the best thing that happened to artists since traditional tattooer magazines which on the other hand become more and more obsolete and were only interesting to the very best in the industry. Many artists dont have the time to care of their online duties but smartly higher Online Managers to outsource these time-consuming tasks. Those online agents dont come cheap & can cost up to 1500€ per month but are well worth it if they manage to get their clients artwork onto influencer pages with millions of followers.
Nevertheless, I am starting to digress. Here are the results of Piotr Dedi’s social media marketing campaign.
3 videos of his artwork and 1 tattoo image – 4 posts total
Piotr’s tattoo style is for customers with a more special-interest, with a taste for darker, steampunkish, Giger-esque like artwork. It is not as common as the more girlish, feminine style of Josep Haefs for example. I compared our organic Myttoos results to a FB ad campaign I created with a video much more common for people to engage with and which already had thousands of interactions as seen below.
The results were astounding and much more expensive than I had anticipated. For 2€ (1.98€) I invested we reached ~1000 (989) people, had 235 of them watch at least 10 seconds of the video (~24%). That makes €0,01 for every 10 seconds watched. 489 for every 3 seconds watched with a cost of €0,004 per view. If you take these numbers and translate it to Piotr’s Myttoos campaign you will see the real value he got from this campaign.
Piotr’s campaign had a total of 302k (3 second-) views on videos and a total of 1.300.000 (million) Impressions.
His 1st video had 167k views which would translate to 167k*€0,004=€668 just for this video.
His 2nd video post had 107k views * €0,004(per view)=€428
His biomech tattoo photo had 281k impressions with a cpm (cost per thousand) of 1€ would account for €281
26k views * €0,004 = €104
So the total charged by Facebook for such a campaign would approximately be €1481 and it makes sense. Facebook assumes that the ads pay themselves with the business you get from such advertisements. Personal Brand Awareness, people get your attention, know you exist and recommend your service. 1 high quality customer spending €1500 coming through these ads already pay 2/3rds of your expenses. One Sponsors to find you through such ads can mean the difference in your career. Keeping those sponsors isnt easy either these days with so many competing for a few spots. Your sponsors expect you to grow steadily or they might just replace you.
It doesnt happen over night obviously, sometimes it takes months to decide to get a tattoo but eventually the ad helped them soon in the buying cycle to decide for you as their new tattoo artist.