How to promote music on Facebook: Pages, Reels, events and groups

Facebook is where a lot of your listeners already spend time: the friend who went to your first show, the cousin who shares everything you post, the person in a local music group who has never heard you yet. It's also where shows get organized and where Reels reach people who don't follow you. Used well, it holds your news, your gigs and your new songs in one place people check every day.

This guide covers the four parts of Facebook that matter most for musicians: your Page, Reels, events and groups. It is part of our guide to how to promote your music, which covers the release from start to finish.

Start with a Page (or pro mode)

Facebook gives you two ways to post publicly as an artist. Its help page on creating a Facebook Page says Pages are for businesses, brands, organizations and public figures, and that people who follow a Page start seeing its updates in their Feed. A Page can have a category, a bio, a cover photo and an action button, and several people can help manage it, which suits a band or an artist with a manager.

The other way is pro mode on your personal profile. Facebook says pro mode lets anyone follow your public updates without being your friend, and that with either a Page or pro mode you can have an unlimited number of followers. Pro mode keeps everything on your own profile; a Page keeps your music apart from your personal life.

Most artists are better served by a Page. Whichever you pick, fill it in properly: the profile picture you use everywhere else, a cover image from the current release, a short bio and a link to where people can listen. Our guide to writing an artist bio helps with the words.

Reels: how new people find you

Posts on your Page mostly reach people who already follow you. Reels are different. Meta's explanation of how Facebook Reels are ranked says the Reels a person sees can come from creators they don't follow, and can be recommended across from Instagram. The system predicts what each viewer is likely to be interested in from what they've followed, liked and interacted with, and it looks at signals such as the length of the reel and how close it is to what that person usually watches. Meta also says saving and sharing a reel help the system show more like it.

For a musician that means short vertical video built around the song:

• start on the hook, so the first seconds give someone a reason to stay;
• show something real: you playing, the room, the band rehearsing, the lyrics on screen;
• make something worth sending to a friend, since shares help a reel travel;
• say where to hear the full song, and put the release link on your Page.

The same videos work as Instagram Reels, TikToks and YouTube Shorts. Our guides to Instagram, TikTok and YouTube Shorts go into each one.

Events: every show, every listening party

A Facebook event gives a show one page to share, with the date, the place and the tickets. Facebook's events help covers creating an event in person or online, inviting people, posting photos and videos in it and choosing who can see and join it. Facebook notes that you can't change who can see an event after you create it, so make a public event for a public show from the start.

Create the event from your Page, add the venue, the time, a cover image and the ticket link, and invite the people who'd come. Then use it: post a clip from rehearsal, the set time, the support act, a photo from the night after. Each update gives the people who responded a reason to come back to the event before the night. An online event works the same way for a livestream or a release-night listening party.

Groups: a place for your closest listeners

A group is a space for conversation, where your Page posts out to followers. Facebook's help page on creating a group as your Page says you can create a group with your Page as the admin, or add your Page as an admin of a group you already run, and that the groups are listed on your Page.

A group suits artists whose fans want to talk: about lyrics, setlists, merch, the next record. Share things there first, ask what they want to hear live, and let them meet each other. Beyond your own group, take part in local music groups and genre communities as yourself, and share a release when the group allows it and it fits the conversation.

Putting it together around a release

Facebook works best for a release when every part points the same way. In the weeks before release day, tease the song with short Reels, reveal the cover on your Page and share the pre-save link. Around the day, post the song with the link, put it in your Page's cover image and button, and say thank you to the people sharing it. In the weeks after, keep showing new sides of the song: a live version, the story behind a line, a fan's clip. Any show or listening party gets its own event.

What goes out matters more than how much. Our lists of post ideas for musicians and the guide on how often to post go further.

How Audora runs Facebook for your release

On Audora, each release gets a promotion campaign planned around its date, and Facebook Pages are among the places it posts. Every post is written in your voice about the song, with its caption, hashtags and the picture or video it needs. On a Facebook Page, a photo or a link goes out as a post and a video goes out as a Reel. You go through each one, change what you like and approve it, and approved posts go out as planned.

TikTok, YouTube, Instagram (Stories included) and Facebook Pages post automatically, and nothing goes out until you approve it. Stories carry no link sticker, so your release link goes in your bio.

Around the campaign, the release itself is set up: it goes out to Spotify, Apple Music, TikTok, YouTube and 140+ stores with a pitch for the people who market it to the stores, written from your answers about the song. Your own moves (your pitch in Spotify for Artists, the pre-save, the Canvas) come up on the release's calendar on the day they matter. See what every track gets for the rest.

Your account holds the full plan for your release, with each post dated to your release day. Audora keeps changing that plan, adding posts, dropping others and moving them, as it learns what works best for its artists.