If you’ve only been “boosting” Instagram posts, you’ve been working with training wheels. To run serious campaigns, you need real infrastructure and, most importantly, the ability to use custom audiences. You can hire an advertiser (like us!) to handle it for you, or you can do it yourself. This guide lays out a complete Meta business setup for artists from zero to launch.
Table of Contents
Why this matters
- Custom audiences let you target people who already know you — fans who watched your videos, visited your site, or joined your mailing list.
- Campaigns become cheaper and more effective because you’re not shouting into the void.
- You gain data and control — a scalable system that grows with your career.
Step 0: Secure your Facebook account
- Log into your Facebook account and make sure you can access it.
- Enable two-factor authentication.
- Update your recovery email and phone number.
Without this, nothing else will work — it’s the foundation of a proper Meta business setup for artists.
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Step 1: Create a Facebook Page (Yes, You Need One)
Even if you plan to run all your ads on Instagram, Meta still requires a connected Facebook Page to create and manage ads. No Page = no real ad account. Here’s how to make one:
- Log into your personal Facebook profile.
- Click Pages → Create New Page.
- Enter your Page Name (use your artist name).
- Select a Category like “Musician/Band” or “Artist.”
- Add a short bio, a profile photo, and a cover banner.
- Click Create Page.
If you don’t want to maintain a public artist page, you can technically create a dummy page (for ads only):
- Name it something simple, like “Artist Ads Page” or “[YourName] Promo.”
- You don’t need to post or promote it.
- It’s just there to meet Meta’s ad requirements.
That said, a real artist page is better for long-term growth. Facebook still drives major traffic — especially from older or international audiences. More on this here.
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Step 2: Connect Facebook to Instagram
This step is crucial. Without it, your Instagram profile isn’t actually available for ad campaigns. For more info on this step, read this article.
- In Business Settings, go to Accounts → Instagram Accounts.
- Log in with your Instagram credentials and connect the profile.
- Make sure your Instagram is switched to a Business or Creator account in its settings.
- Double-check your Instagram and Facebook Page are linked inside Meta.
If you have multiple Instagram profiles (main artist account, side project, etc.), connect each one here as part of your Meta business setup for artists.
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Step 3: Turn On Instagram → Facebook Cross-Posting
Once your Facebook Page and Instagram are connected, turn on cross-posting. This lets your Instagram posts, Reels, and Stories automatically publish to Facebook — doubling your reach with zero extra work. Many fans only follow you on one platform, so this ensures your content reaches both.
Cross-posting also keeps your branding consistent. Every announcement, drop, and update stays synced across Meta platforms. It’s one of the easiest wins you can set and forget in your Meta business setup for artists.
Set it up:
- Open Instagram → Settings & Activity → Accounts Center.
- Tap Add Accounts and log into Facebook.
- Select your Facebook Page (not your personal profile).
- Go to Sharing Across Profiles.
- Set Share From = Instagram and Share To = Facebook.
- Toggle on Automatic Sharing for Feed, Reels, and Stories.
Why this matters:
- Reach more fans — Facebook still has billions of users, especially older and international listeners.
- Save time — post once, publish everywhere.
- Keep consistency — your look and message stay unified across platforms.
- Tap into Facebook’s algorithms — your Reels can find new reach without extra uploads.
Quick troubleshooting:
- Make sure your Instagram is a Professional (Business or Creator) account.
- Confirm you’re an Admin of the Facebook Page.
- Update your Instagram app — older versions sometimes break cross-posting.
- Certain branded content or restricted audio may not cross-post automatically.
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Step 4: Create a Meta Business Portfolio
The Business Portfolio is your “container” for all assets — Pages, ad accounts, Instagram profiles, pixels, and domains. Think of it as a folder:
- If you’re an artist with one Instagram account, that profile and your Facebook Page live here.
- If you also have a side project with another Instagram and Page, that goes here too.
- If you later bring in a manager, agency, or team member, you give them access through this portfolio.
Set it up:
- Go to business.facebook.com and log in with your personal profile.
- Select Create Business (sometimes labeled Business Portfolio).
- Add your business name and professional email.
- Add assets like your Facebook Page and Instagram account (you can also add them later).
- Assign people roles if others are involved.
Keeping assets in one portfolio keeps permissions clean and speeds up every future step in a Meta business setup for artists.
Step 5: Create your ad account
- In Business Settings, go to Accounts → Ad Accounts.
- Click + Add → Create a new ad account.
- Name it, set time zone and currency.
- Assign yourself (and others) the right permissions.
- Add your payment method.
This ad account is where all campaigns will run — it’s the operational core of a Meta business setup for artists.
Step 6: Set up tracking & verification
- Verify your domain if you own a website.
- Install Meta Pixel on your website to track visits and conversions.
- Assign the pixel to your ad account and portfolio.
- If asked, verify your business with legal documents.
These steps ensure your ads are trusted and your tracking is accurate, unlocking better optimization and audience building.
Step 7: Create and use custom audiences
Here’s where the real power comes in.
- Website visitors (via Pixel)
- Fans who engaged with your Instagram or Facebook posts
- Viewers of your videos
- Your email list or customer list
In Ads Manager:
- Go to Audiences → Create Audience → Custom Audience.
- Choose the source (website, engagement, list, etc.).
- Define the timeframe and rules.
- Save and name it clearly.
Later, build Lookalike Audiences to find new fans who behave like your best existing ones. Using custom audiences repeatedly cements a results-driven Meta business setup for artists.
Step 8: Launch your first campaign
- In Ads Manager, click Create Campaign.
- Pick an objective (traffic, conversions, engagement, awareness).
- Choose your custom audience (or lookalike).
- Set your budget and schedule.
- Build your ad creative — video, image, copy, CTA.
- Launch and monitor performance.
Why this matters for artists
- You target warm fans, not strangers.
- You get measurable results, not vague “reach.”
- You build a scalable system that grows with your career.
Take the next step
If you’re ready to take action on this kind of strategy, check out our campaigns and services that address just this issue — including setup, management, and growth:
360 Promo is a full-service music marketing, promotion, distribution and admin company. Learn more about us and what we do at 360 Promo, follow us on Instagram and contact us to tailor a plan that works for you.