The Spotify Strategy: Using Spotify In Your Marketing.

With over 489 million monthly active users, Spotify is one of the biggest music streaming platforms in the world. Singers, songwriters and podcast creatives have used the platform to share their work with listeners and grow their following. As a business/brand, you have probably used it to listen to while you work. Whether that's to keep you company as you WFH, or even within your office to motivate the team.

But did you know that Spotify (and other platforms such as Apple Music) can actually be a powerful marketing tool too. This platform is in plain sight, but of course you may have not been aware of its potential when used strategically within a well-thought out Marketing plan.

Luckily, we've done all of the digging and found out how and why you should be using Spotify within your business/brand marketing in 2023.

Targeted Advertising

Radio advertising used to be the go-to and now, it's Spotify. If you have the budget to pay for advertising on the platform the you can create audio and display ads through Spotify's Ad Studio that can reach your potential customers as they listen to music, at home or on the go. Much like Meta Ads, Spotify also have targeting options to make it easy to reach specific audiences. You can target your audience based on demographics, interests and behaviours. As well as location. Just give them a script and they'll turn your message into reality.

The down side to this is that audio advertising will only reach those who do not have Spotify premium. However at the start of 2023, there were thought to be 205 million premium Spotify listners, so there are still plenty of users on the free, ad- supported plan. Of course you can also create display ads, which will target those with Premium too.

Branded Playlists

If you are looking for organic methods to promote your business or brand, then trust us, there are quite a few. One of the best is to create a branded/ brand appropriate playlist(s). Curating a playlist that shows off your business/brand is a creative way to establish your brand identity and demonstrate your brand character to your audience on a much more personal & fun level. Your customers/potential customers will be encouraged to engage with your playlist and your business.

What does a branded curated playlist sound like though? Examples include creating playlists that are industry specific. So if you own a bridal boutique, you might decide to create a series of playlists such as 'First-Dance Songs', 'The Ultimate Playlist For Walking Down The Isle', 'Reception Playlists' etc. Brides-to-be, who will be searching for their wedding songs, will stumble upon your account and will not only be grateful that someone has curated those playlists for them, but will also be able to learn more about your boutique.

If you're a Car Dealership for example, you may decide to create 'Road-trip' Playlists. A florist, might want to create seasonal playlists- e.g for Valentine's Day, Christmas, Mother's Day Etc.

You can also create playlists that compliment your brand vibe or aesthetic. With this strategy, you really can be creative and use music to your advantage. By leveraging Spotify's algorithmic playlist recommendations, you can increase the reach of your playlist and attract new listeners to your brand.

Social Media Content

Spotify also makes great Social Media content. You can definitely share your playlists with your audience on your social media platforms. This will give your customers and potential customers another way of interacting and engaging with your business or brand. Spotify is after-all another Social Media platform. Sharing your playlists between accounts is a fantastic way of connecting your accounts and paints a bigger picture of who you are as a brand and what you're all about.

Podcasts

If you're ready to take the next steps and join in on the Podcast hype, then you're certainly in good company. Podcasts have grown in popularity with many brands starting their own and Spotify has become the platform of choice for many to host and distribute their podcasts. If you've got a good idea for a podcast, then there are definitely opportunities to get your ideas out there, connect with your audience on a personal level and get them hooked into your message. You can likewise use your podcast as content for your Social Media accounts as well. By posting snippets of your podcast and linking to your account, your audience are much more likely to take action and join in on the party.

On the other hand, if you're not quite up for creating your own podcast series, you can create paid ads that play before or during a podcast episode, you can reach a highly engaged audience that is interested in your industry or niche. Podcast advertising on Spotify is still relatively new, which means there's a lot of room for experimentation and creativity.

By incorporating Spotify into your marketing strategy, you can reach a vast and engaged audience, while also creating a personal connection with your customer. Adding Spotify into your strategy can help you grow your brand in a new and fun way. So whether you're a small business or a large corporation, now is the time to take advantage of this powerful platform. Happy listening!

At Promote 1, we understand the important of creating meaningful and genuine content that helps to promote your business/brand in its most authentic way. We cut through the noise with bespoke marketing services that keep your brand voice, mission and vision thoroughly in mind. If you're looking to take your marketing to the next level, then contact us today for a chat and to find out how we can work together.