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HDMS029. The Paid Media Playbook: How Comedians Can Use Ads to Get Booked & Sell More Tickets

Aiaiai!!! I'm back with yet more Digital Marketing Strategy insights from Harvard Business School combined with my own experiences as a comedian. Remember how we talked about the ways comedians can include paid, owned and earned media in their portfolio???

Well, today we’re diving into paid media—aka, spending money to get people to notice you. If you’re a comedian, creator, or performer, chances are you’ve never thought about running an ad in your life. Maybe you think ads are only for big brands or influencers who are already famous. Maybe you think paid promotions feel cringe. Or maybe you’ve just never had the budget to even consider it.

But here’s the reality: the internet is crowded. Your Instagram clips, your show posters, your podcast promo—it’s all getting buried under a never-ending stream of content. If you don’t have a strategy to break through the noise, you’re relying on luck.

So in this post, we’re breaking down:

What paid media actually is (without the marketing jargon).

How comedians & creators can use it to book more gigs, sell more tickets, and grow an audience.

When paid media works (and when it’s a waste of money).

A simple way to test ads without feeling like you’re selling your soul.

By the end, you’ll finally understand how ads work and how they can be a tool—not a sellout move—to get more gigs, more fans, and more control over your career. Let’s rock and roll babyyyyy!!!

I. Paid Media 101: What It Is & Why It Matters for Comedians

Paid media is exactly what it sounds like: media exposure you pay for. Unlike organic reach (where you just post and hope for the best), paid media guarantees that your content gets seen by the right people—whether that’s potential fans, bookers, or industry folks.

Traditionally, paid media meant things like TV commercials, newspaper ads, and radio spots. But digital marketing changed the game. Now, paid media includes:

Search ads – When someone Googles “best comedy shows near me,” and your show ad pops up at the top.

Social media ads – The Instagram, TikTok, and Facebook ads you scroll past daily.

Sponsored content – Paid promotions on YouTube, blogs, and newsletters.

Streaming ads – That unskippable ad before your Hulu show or Spotify playlist.

If you’ve ever seen a stand-up special trailer pop up while scrolling YouTube or an event listing on Instagram for a comedy show in your city—that’s paid media in action.

So here’s the thing: the internet is FLOODED with content!!!!!!!!!!!! The days of just posting a flyer or clip and expecting people to show up are OVER!!!!!!!!!! The algorithm ISN'T your friend, and only a FRACTION of your audience sees what you post!!!!!!!!!!!!!!

Trust me. I know it sucks. I wish it wasn't that way. But it is. And since that's the way it is, we have to figure out how to reach people. This is where paid media comes in and cuts through the noise!!!! It ensures that the people who actually want to see your content GET TO SEE IT!!!! I can't stress it enough. Paid media (when done right, that is) can quite literally determine whether potential fans discover your clips or local comedy lovers find your next show.

But before you start throwing money at Instagram ads, let’s talk about when and how to use paid media effectively—so you don’t waste your budget on ads that flop.

II. The Paid Media Landscape: Where Should You Advertise?

Now that we know paid media is essential for getting seen, the next question is: Where should you spend your money?????????

Paid media is not a one-size-fits-all situation. Each platform has its own strengths, audiences, and best use cases. Let’s break it down.

Search Ads (Google & Bing)

Best For: People actively searching for comedy shows, stand-up clips, or related topics.

Example: Someone types “best comedy shows in [your city]” and your show pops up at the top.

Why It Works: These people are already interested, like you’re just putting yourself in front of them at the right time.

Downside: You need good keywords & targeting; otherwise, you’ll waste money on random searches.

Social Media Ads (Instagram, Facebook, TikTok, Twitter/X, LinkedIn, Twitch)

Best For: Promoting shows, growing your fanbase, and getting clips seen.

Example: A 30-second stand-up clip appears as a sponsored post in someone’s TikTok feed.

Why It Works: Social ads let you target super specific audiences (comedy fans, locals, people who follow other comedians).

Downside: Algorithms change constantly, so ad strategy requires testing & tweaking.

Display Ads (Banners, Video Ads, Native Ads)

Best For: Retargeting and brand awareness.

Example: Someone visits your event page but doesn’t buy a ticket—later, they see a banner ad for your show on another website.

Why It Works: Keeps you top of mind for people who already showed interest.

Downside: Can feel spammy if not done right, and click-through rates tend to be low.

Streaming & Digital TV Ads (YouTube, Hulu, Spotify, Podcasts, OTT, CTV)

Best For: Larger shows, tours, and personal branding.

Example: A short ad for your comedy special plays before a YouTube video or Hulu show.

Why It Works: People actually watch/listen to these ads (especially podcasts).

Downside: Expensive & best suited for bigger campaigns.

Influencer Marketing & Sponsored Content

Best For: Tapping into someone else’s audience.

Example: A TikTok comedian with a big following features your clip or show in their content.

Why It Works: Feels organic & trustworthy, like people love recommendations from creators they already follow.

Downside: Influencer rates vary, and ROI depends on their audience engagement.

Bottom Line???? The best paid media strategy depends on your goals. If you want immediate ticket sales, search & social ads are your best bet. If you’re building long-term brand awareness, influencer marketing & streaming ads might be the move.

III. How to Make Paid Media Work for You (Without Wasting Money)

Now that we know where you can advertise, let’s talk about how to make sure your paid media efforts actually bring results. Spending money on ads without a strategy is like throwing cash into the wind—fun for a second, but ultimately useless.

Here’s how to maximize your ad spend and avoid common pitfalls:

Start with a Clear Goal

Before you even think about running an ad, ask yourself:

Do I want more followers? → Focus on brand awareness ads (video views, reach).

Do I want people to buy tickets? → Run conversion ads (event page clicks, sales).

Do I want people to watch my clips? → Optimize for engagement & shares.

Why It Matters: If you don’t define a goal, your ad won’t know what success looks like... AND NEITHER WILL YOU!!!!!!!

Target the Right People

You wouldn’t perform at a corporate gig for lawyers with the same jokes you use in a bar at midnight, right? Same logic applies to ads.

Geo-Targeting: Only advertise to people in your city (if promoting a local show).

Interest-Based Targeting: Target people who already follow comedians like you.

Retargeting: Show ads to people who already visited your page but didn’t buy tickets.

Why It Matters: If you target random people, you’ll burn through your budget with zero conversions.

Use Killer Creative (Hook Them FAST)

No one owes you their attention. Make sure your ad grabs them instantly.

For Video Ads:

Start with a STRONG HOOK (e.g., “This is the joke that got me banned from my mom’s house.”)

Use captions (most people scroll with the sound OFF).

Keep it short & punchy (15-30 seconds MAX).

For Image Ads:

Use a high-quality, eye-catching photo (you looking confident onstage > blurry screenshot).

Add a clear CTA (“Get tickets now!” “Follow for more stand-up clips!”).

Why It Matters: A boring ad = people scrolling past. You have 1-2 seconds AT MOOOOSTTT to stop them.

Test, Test, and Test Again

Ads are not a set-it-and-forget-it thing.

Always test different versions to see what works best:

Try different copy (“Get tickets now” vs. “Come see me bomb in real life”).

Experiment with different creatives (video clips vs. still images).

Adjust audience targeting (are your ads reaching the right people?).

Why It Matters: What works for one comedian might not work for you. Testing helps you find that #sweetspot!!!!

Optimize & Scale What Works

Once you find an ad that works, put more money behind it. But don’t throw cash at ads that aren’t converting.

If an ad is doing well? → Increase the budget.

If an ad is flopping? → Adjust or kill it.

Why It Matters: If you’re not getting results, don’t assume paid media “doesn’t work.” It just needs tweaks!!!!!

ALL OF THAT IS TO SAY that paid media can fast-track your growth.... if you do it right!! Set clear goals, target the right people, test everything, and only scale what works!!!!!

IV. Paid Media Strategies for Comedians & Creatives: How to Make It Work for You

Now that we know how to optimize paid ads, let’s talk about real-world strategies for comedians, content creators, and independent artists. If you’ve ever thought, "I should probably run an ad, but I have no idea where to start," this section is for you.

When to Use Paid Media (And When to Skip It)

Paid media isn’t always necessary, but here’s when it makes sense:

>> YES, Run an Ad If...

You’re promoting a ticketed event and need to drive last-minute sales.

You just posted a viral-worthy clip and want to boost it for more reach.

You’re launching a special project (a YouTube series, a Patreon, an album).

>> NO, Don’t Waste Money If...

You’re just starting out and don’t have a clear audience yet (focus on organic first).

Your social media is a ghost town—ads won’t fix bad content.

You haven’t optimized your website or ticket page (no point in paying for clicks if the page sucks).

Why It Matters: Ads work best when they’re pushing something people ACTUALLY want!!!!

Best Paid Media Platforms for Comedians & Creators

Not all ads are created equal. Different platforms serve different goals:

Instagram & TikTok Ads → Best for Getting Discovered

Use them for: Boosting stand-up clips, reels, podcast clips, or brand awareness.

Target: People who follow similar comedians (Matt Rife, Taylor Tomlinson, etc.).

Budget: Even $5/day can boost reach significantly.

Facebook & Eventbrite Ads → Best for Selling Show Tickets

Use them for: Promoting a live event (but ONLY if your page is active).

Target: Local audiences interested in comedy, nightlife, stand-up shows.

Budget: $50-100 per campaign for local events can drive solid conversions.

YouTube Pre-Roll Ads → Best for Promoting a Special

Use them for: Promoting a YouTube comedy special, podcast, or series.

Target: People already watching comedy specials similar to yours.

Budget: Higher cost per view, but good for long-form engagement.

Why It Matters: Each platform has strengths and weaknesses. You gotta assess what's right for you and pick the right one for your goal.

How to Create an Ad That Doesn’t Suck

Comedians fail at ads when they:

Use boring footage.

Have no clear CTA (call to action).

Throw money at ads without testing.

Instead, Follow These Rules:

Start with a STRONG hook → “This joke got me kicked out of a bar…”

Make it visually engaging → Bright colors, captions, and tight framing.

Keep it short → 15-30 sec is ideal (shorter on TikTok).

Have a CTA → “Follow for more,” “Grab your tickets now,” “Subscribe here.”

Why It Matters: Bad ads feel like ads. Good ads feel like content.

Retargeting: Your Secret Weapon

Ever look at a product once and suddenly see it everywhere? That’s retargeting.

If someone watched your clip but didn’t follow you → Show them another.

If someone visited your ticket page but didn’t buy → Remind them!

If someone liked your post but didn’t engage further → Hit them again.

Why It Matters: People need to see something multiple times before they take action.

Scaling Up: When to Spend More

Once an ad is working, increase the budget gradually:

Started with $5/day? → Try $10/day and monitor results.

Selling out a small venue? → Use similar targeting to expand to bigger shows.

Viral joke popping off? → Turn it into an ad campaign for growth.

Why It Matters: The best-performing ads deserve more money. If something’s working, double down.

Paid Media is a Tool!!!!!!!!!! It Is NOT a Magic Fix!!!!!!!!!!

Paid ads won’t make you funny or fix a bad set. But when used correctly, they can:

Sell more tickets

Boost your best content

Get your name in front of the right people

TL;DR: On Paid Media for Comedians

Alright, we’ve covered a lot in this post! Paid media is one of the fastest ways to get in front of new audiences, whether you’re selling tickets, growing your social media, or trying to get booked on bigger shows. We broke down search ads, display ads, social media ads, and even digital streaming ads, and we talked about how comedians can apply paid media without feeling like a sellout.

The key takeaway? Paid media is NOT just for big brands. If you’re strategic, even a small budget can help you find new fans, build credibility, and turn casual viewers into paying audience members. But not all paid media is equal, and you should always align your ad spend with your comedy goals—whether that’s growing your following, selling out a show, or getting on industry radars.

And of course, paid media isn’t everything. It works best when combined with owned and earned media, which we’ll continue to explore in this module. But before we move on, there’s one big question left to answer:

How do YOU know if your paid ads are actually working????

I'll see you in the next one. Tchau, tchau <333