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9 Music Link Myths That Get You Less Spotify Streams (& Fixes)

By Matthew Vultaggio

February 28, 2022

If you are looking to use music links to grow your Spotify streams, there are a few common myths that you should know about and watch for on your quest to conquer the algorithm.

After studying and reviewing dozens of music link tools, and using them to get over 4 million Spotify streams on my own music, I’ve been able to identify 9 common myths around music links that need to be busted.

Because at the end of the day, music links are just a type of page in the marketing world known as a “landing page”.

By leveraging the same marketing tactics that the largest companies on the planet have been using to make millions of dollars in sales with well-optimized landing pages…

Music artists like us can improve our music links to get more streams and get more fans and listeners.

So with that said, let’s dive right in, my friend. 🙂

Myth 1: The Better A Music Link Looks, The Better It Performs

Although there are an endless amount of music link tools and websites for musicians out there…

The truth is that these pages and templates are usually focused on looking pretty rather than getting conversions.

The music link that gets the most streams or sales is often not the one with the prettiest or fanciest design – it is the one that has the simplest design and is the most focused on a single call-to-action.

In fact.. sometimes the best-performing marketing material, in general, is downright ugly or so basic that it might make you cringe.

In the 7 years, I spent as the head of marketing at a small tech startup in Toronto, I was honestly surprised whenever a really ugly, but simple, ad or landing page would outperform designs created by our in-house design team.

I’m talking ads and pages that barely had any images, used ugly Times New Roman fonts, and had almost none of the elements lined up so that it kind of looked thrown together.

In reality, we humans can look past imperfections like that as long as the message that is being conveyed is super clear and targeted.

Fancy designs can distract from the message or call-to-action you want your listener to take and can even slow down your website to the point where they click away before it even has time to load.

Although in an ideal world, your fan will reach your page and then stream your song, follow your Instagram, make a purchase, visit your homepage, and then come back to visit your TikTok page…

But, in reality, it is better to clearly define what the #1 action is that you want your fans and potential fans to take and only focus on creating a page that works towards that desired action.

To learn more about how you can optimize your music link pages, check out a guide I made called Music Landing Pages: Guide For Spotify, Conversions & More. 🙂

Myth 2: More Integrations = Better Music Links

There are a lot of music link platforms that call their tool “smart links” because of the fact that they can automatically pull in links to all of the different streaming services or stores where your song or release can be found.

…”smart” right?

In my years of experience being in the marketing world and 10+ years of marketing my own music, I’ve found that any type of marketing material can only be called “smart” if it leads to more conversions.

In the real world, having a music link page with 100 different options to choose from actually leads to something called “paralysis by analysis” which is when a person takes NO action at all after being presented with too many options.

Although it’d be great to have a potential listener or fan visit your page and then click every link, not focusing on 1 clear call-to-action will most likely confuse your page visitors, make them over-think things, and then leave your page.

If your goal is to leverage the Spotify algorithm and grow your Spotify streams, only give your fans the option to go to Spotify.

If they don’t have Spotify and use something else, they can still listen on Spotify for free and will be able to easily Shazam the track or look it up in their preferred service.

For more ways to optimize your music links, check out the guide I mentioned called Music Landing Pages: Guide For Spotify, Conversions & More. 🙂

Myth 3: I Don’t Need A Music Link, I Can Send Traffic Directly To Spotify

When first learning about Facebook Ads, music links, and tactics for growing on Spotify, it is super normal to wonder:

“Why have the extra step of sending people to a music link when I can send people directly to Spotify?”

It’s a great question and in a perfect world, we would be able to simply send people directly to Spotify.

With that said, we send listeners to a Smart Link first for a few key reasons:

  1. Sending potential fans directly to Spotify greatly increases the chances of the Facebook algorithm optimizing around bots and click farm accounts instead of real fans
  2. When a potential fan hits your website, you can track them with other tracking pixels (ie: Google ads, YouTube ads, Spotify ads, Snapchat etc) so that you can expand your advertising efforts beyond Facebook in the future
  3. Sending potential fans to your website first increases the steps the fan has to take, but also increases the quality of that fan because they have taken more micro-commitments to you

Of all of these reasons, the first is the most important since it can really waste your money if you are experimenting with Facebook Ads for musicians.

Myth 4: You need expensive gear or tools

There can be a lot of pressure for artists and musicians to spend their hard-earned cash on super expensive cameras, equipment, and marketing tools in order to “properly” release and promote their music.

Music links and website tools are no exception here.

However, the truth is that you can likely use what you already have or make a few small and focused purchases to get you where you need to be.

This is why I’d look into free music links or a solution that gets you a lot of bang for your buck (ie: you can also build a full website and other types of pages with it).

The real truth is that the best way to improve the quality of the content and music that you put out into the world is through repetition.

Remember that quantity breeds quality and the true quality of your actual content will always be more important to your audience than how good your camera looks or how polished your mix is.

Myth 5: Your first release is going to get you millions of streams

Properly running release campaigns that promote your music is a skill – and just like any skill, you are going to suck at it at first.

Growing your streams on Spotify is all about consistency and building momentum, it is not some miracle cash-grab system that takes no effort on your part.

It takes time building up data in your Facebook Ads account for your ads to perform at a high level.

It takes time to start triggering the Spotify algorithm consistently.

And it’s that consistency and growth over time that is most likely to lead to a Spotify editor finally checking out your dang pitch.

Holding back on releasing music or running Spotify conversion ads to promote your music because you are picking music links does just that… holds you back.

Myth 6: Marketing to Spotify doesn’t have an ROI

Here is the truth…

You will likely never see a traditional “return on investment” like getting $3 in Spotify royalties for every $1 you spend on marketing your song.

What you can see is growth in your fanbase, increased credibility from successful releases, and increased data sources for further marketing (ie: pixeled data so you can retarget your listeners with other offers).

Most independent artists will make small-time money by adding to their back catalog of music over time or by getting a boost of streams from algorithmic or editorial playlists.

If you’re only out here looking to make money… go find yourself a job and you’ll be able to easily calculate the ROI there, my friend. 🙂

Myth 7: There is a “silver bullet” song or release

Putting all your hope in a particular song or album that will be “the one” that pops off for you is a recipe for failure.

Even if you have the greatest song on earth, the truth is that it doesn’t even take “good” music to make it.

Music is completely subjective and realistically you don’t get to decide what a hit song is… 

The people do.

Which is beautiful in a way if you really stop to think about it. 😇

No matter how pretty your music links or how many streaming services you link to on that page will change that.

Songs you think are hits could be flops and songs you think aren’t your strongest can be fan favorites that take your career to new heights.

You can’t control what song is a hit or not… but what you can control is how frequently you show up with new music so that the fans have more opportunities to make that decision for you.

Myth 8: There is a “silver bullet” marketing tactic

Finding success on Spotify is not JUST about Facebook ads or getting on sweet playlists.

It’s also about building a brand, social media, web presence, building momentum (or “buzz”), and most importantly… 

Having an active and growing fanbase of real, genuine music lovers that actually care about you and what you do.

When all these things come together, your music will reach the ears that it truly deserves to reach.

Myth 9: Facebook Ads are easy

Facebook Ads are a real pain in my ass and if there were a better way… Trust me, I’d ditch Facebook Ads in a heartbeat.

The platform is constantly changing, costs are constantly fluctuating, and it can be hard to target the perfect audience.

Unfortunately… the results that ads are capable of getting are too hard to ignore right now and any artist that isn’t on top of this is getting left behind.

Combining ads with music links is a proven strategy that has worked for countless artists, not just me.

But the truth is that you will need to commit time, effort and money to different experiments, manage your ad performance, and stay on top of platform changes.

…So What Music Link Tool Should You Use?

There are an endless amount of music link tools and website builders out there, that can allow you to start building music landing pages.

The truth is that you are free to use any tool that meets the conversion-focused requirements I mentioned in this article (and that you can follow along with in this free cheat sheet).

With that said…

I recommend hosting your own WordPress website and using a premium drag-and-drop plugin because it can allow you to create unlimited links and set up your links properly without having to upgrade or connect to another service.

It also allows you to future proof your web presence later since you can add an online shop, membership program, or whatever the next trend in online music marketing is after music links.

I’ve also created a free course (that I mentioned like 100 times now hehe) that teaches you how to get set up with this combo and even includes the music and “link in bio” templates that I am currently using.

If you already have a solution for a website or music links already just make sure your current solution meets these requirements first:

  • You can install advertising pixels like the Facebook Pixel
  • You have access to a domain (www.you.com) and its DNS so you can verify your website domain to Facebook
  • You can create unlimited web pages and music links
  • You can easily customize and modify your music links

The above course also shows you how you can optimize just about any music link tool if you already have one or want to use something else.

The Best Music Link Tools To Get More Streams

Although choosing the right music link service ultimately comes down to your budget, how you want your music links to look, and what extra features you might be interested in…

It’s absolutely critical that the music link that you use have the basic features needed to be able to effectively run Spotify conversion ads.

Just about any music link tool will work if you only want to use your music links to be used as “link in bio” pages or to be dropped in your social media profiles.

If you need help picking the right music link tool for you, check out this guide I made for you called: Music Links: The Best Smart Link Tools To Promote Your Music.

After researching most of the popular options out on the market today, I’ve dialed in your best choice if you are looking for premium music links or want to save a bit with the best budget option.

…and if you are looking for a music link tool that can get the job done for free, check out this guide I made called: Free Music Links: Your Guide To Free Smart Links & URLs For Music.

In that guide, I let you know the only free music link tool that you should be looking at if you want to properly run Spotify conversion ads and do reviews on the “free” offerings that most other music link companies have out there.

Because although a lot of music link tools have “free” versions, the truth is that they limit the features you get with the free version in hopes that you will fork up some of your hard-earned cash to unlock the features you need.

Some of my favorite music marketing tools

Thank you for reading this article, my friend, and I hope you found it helpful as you build your own successful career in music. 🙂

Here is a list of my favorite and most recommended tools and resources that I’ve personally used to get my music streamed over 4,000,000 times on Spotify as an artist.

Any of the paid services or tools listed here are most likely affiliate links, so if you do decide to use any of them, I’ll earn a small commission.

But in all honesty, these are the exact tools that I personally use, love, and recommend to anyone – including my own friends and family.

Music Distribution

To get your music on Spotify on all the other streaming services, I use DistroKid because you get unlimited song uploads for a low annual price.

If you want to learn more about DistroKid and music distribution, check out the in-depth DistroKid review that I’ve put together.

Or, if you want to get started with DistroKid right now, you can save on your first year with the DistroKid discount.

Facebook Ads For Spotify Success

Although Facebook Ads can be a real pain to get working properly, there is no denying that they are incredible for growing Spotify streams and getting your music in front of real fans.

This is why I’ve put together a completely free course that you can check out called Facebook Ads For Musicians’ Spotify Streams. 🙂

Music Publishing Royalties Collection

For collecting all of the publishing, mechanical, and live performance royalties owed to me whenever my music gets streamed or played, my go-to is Songtrust.

Songtrust is a publishing administration company which means that in addition to collecting all of those royalties for me, they do it on a global level.

To learn if Songtrust is right for you, I’d recommend checking out this article on Songtrust vs BMI.

And if you want to get started with Songtrust right now, I’d recommend learning about the Songtrust discount code so that you can get the best price. 🙂

Website & Smart Links

I’m personally not a big fan of the link-in-bio and smart links for music pages like ToneDen and Hyppeddit.

Instead, I prefer having a full-blown WordPress website that allows me to have a full website in addition to unlimited music links.

For getting started with this, I really like Bluehost because it is the cheapest and a theme called Thrive Themes because it is the most flexible and easiest to use.

I’ve actually created a free Smart Links Course that you can take to learn how to get set up and start getting more streams with custom smart links (I’ve even included the templates I am using!).

Want more tools and resources for your music career?

If you’d like to see even more of my favorite marketing tools and resources for musicians and music artists, I’ve created an even larger list on this page: Best Marketing Tools & Resources For Musicians (& Music Artists).

P.S. There are even some free tools and resources included on that page as well! 🙂

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