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Get on with the times with Spotify Playlists!

It is no surprise that everything revolves around social media now. There are so many social media platforms such as Facebook, Twitter and Instagram that have gained prominence and popularity over the years. Utilising these platforms is now crucial to executing a successful business marketing strategy. These platforms, however, are just the ones that come to mind for many of us. Can you guess another platform that’s right on the heels of these social media giants? It’s Spotify! This music streaming platform is slowly proving to be a digital force.

 

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(Spotify’s popularity has skyrocketed over the past few years.) 

 

Work commute or at the gym, music is universal and is an essential part of our day. We go by everyday, wanting to discover new music from friends or even retail stores that play a catchy tune. Audio streaming is an upward trend in 2020, and hundreds of millions of people depend on streaming platforms for their daily dosage of podcasts, music or merely sleeping sounds. 


According to Statista, Spotify has 300 Million monthly listeners as of July 2020, and the average listener spends about 25 hours a month streaming. That should give you a rough idea as to why Spotify has the potential to be a gold mine for marketers, and the go-to platform businesses should be leveraging on. Research has also shown that Spotify playlists mainly are highly instrumental in guiding consumers to specific content.

 

Take a look at our guide below and familiarise yourself with the ins and outs of Spotify playlists! 

 

SPOTIFY PLAYLISTS 101:

What are Spotify Playlists for brands?

Brands are allowed to have branded profiles that enable them to have various music playlists. Having these profiles help to maintain a consistent presence on Spotify and amplify your brand’s personality through the music people love.

 

spotify2(Spotify playlists are crucial to discover new music.)

 

Why Spotify playlists?

Ear time is limitless. Spotify’s interface is user-friendly, and users are particularly keen to explore new music. Spotify Playlists makes discovery extremely easy. Spotify playlists are an organic way to connect with your potential customers with something as universal as music. Users are listening to music the moment they wake up, and this is the perfect avenue to put your brand out there and reel customers in with an exciting playlist. Also, playlists allow you to target a broader range of audiences who are multitasking, driving or working out as compared to visual advertising. Playlists are highly versatile, and you can get creative with your targeting, depending on the nature of your business.

Spotify playlists allow you to present a new voice to your followers besides the usual sphere of social media.

 

FUN FACT: Did you know that Spotify’s Discover Weekly playlist has been streamed for over 2.3 billion hours ever since its launch in July 2015?

 

The “How-To”


Of course, for Spotify playlists to be useful, it has to be done right. Here are some quick ways businesses can leverage on Spotify playlists for maximised traction and brand positioning:

 

1. Collaborate with your customers:

Customers love to be involved in decisions, especially if they are fun and relatable! Create a conversation by allowing your audiences to co-curate your playlists!

 

2. Embed/Share your Spotify Playlists on social media & website

Sharing playlists on social media provides your visitors with fresh content. Make Spotify Playlists a crucial rotation as part of your social media calendar! Spotify playlists also come with scannable codes that can be incorporated into social campaigns or flyers.

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(Spotify playlists are highly versatile!)

 

3. Staff-based playlists

Music is said to be a window into the soul. That also applies to brands. Getting your staff to curate these playlists help customers connect better with your team and generally makes your brand interesting compared to competitors. Behind-The-Scenes (BTS) has always been a crucial social media strategy for brands, and you can do that with Spotify playlists too!

 

4. Thematic playlists

Tap onto the festive charm and publish a well-curated holiday playlist. Such playlists are popular with people of all walks of life and hence, expands your brand outreach. Such playlists are usually shared frequently among friends and family. Increased word of mouth marketing allows more users to discover your business through music.

 

spotify4 (There is a Spotify playlist for every occasion!)

 

5. Podcasts playlists

You can create your own weekly/monthly podcast series too. While it may not be possible for every business to have their own podcast, you can use Spotify playlists to curate relevant podcasts episodes. For instance, if you are in the real-estate business, you could share podcast episodes that provide tips for first time home buyers. Podcasts are in high demand with users these days. Interestingly, Spotify podcasts listeners have a diverse listening taste in terms of the genre. Hence, this gives brands an equal opportunity to attract audiences. Comedy, society and culture, sports and business are some top genres.

 

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(Podcasts may seem under the radar, but they are in great demand in the current digital landscape.)

 

 

Benefits:

 

1. Free organic reach

According to DMR, there are over 2 billion Spotify playlists out there and one-third of Spotify listening time spent on these user-generated playlists! The demand is there and what’s best is that Spotify playlists are also secure and free to explore. Spotify playlists allow marketers to distribute their Spotify playlists at no cost and reap benefits such as organic brand reach and engagements. With a reasonable barrier of entry, every brand has an equal opportunity to get their presence out there.

 

2. Redefined storytelling & personalization

There is so much content out there in the current social landscape. Brands need to figure out different ways to tell stories to stand out. Spotify playlists provide brands with the chance to put content out there that isn’t the norm. This offers new opportunities, such as collaborations with other brands or even artists. Also, these playlists can attract different groups of audiences, providing much more personalised user experience.

3. Audience insights 

Spotify uses Artificial Intelligence and can provide brands with audience insights that are highly beneficial to understanding audiences’ interests and habits. Spotify can identify user behaviour, moods and tastes, all specific to various demographics. This allows brands to create content more geared to the interests of their audiences for better results.

 

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(Get to know your audiences better with Spotify insights!)

 

Guide:

Creating a Spotify playlist can be done in 3 SIMPLE STEPS. 

  1. Create and name your new playlist: Keep it concise. 
  2. Add songs from Spotify’s catalogue. Add more than 20 songs to your playlist!
  3. Step 3: Add a playlist description and image. Keep your explanation simple and attract users with your custom playlist image. 

Be sure to adhere to Spotify’s brand playlists guidelines!

Pro-Tips:


1. Make regular playlists

Regular updates/series gives users a reason to follow and engage with your brand. Keep it rolling! 

2. Avoid General Playlists

There are so many playlists out there. Users aren’t going to be intrigued by playlist without any context.

3. Leverage Your working Relationships

Custom playlists are more likely to have an advantage if you work with influencers or artists as you can tap onto their existing fanbases that lead to higher engagement. 

 

Case Studies

Still not too sure where to start? Get inspired by some of these brands who have achieved great success with Spotify playlists!

 

Coco-Cola

Coco-Cola must be doing something right to have over 1 million followers on Spotify! The brand has a playlist for everyone, from special occasions to road trips! Coco-Cola also partners with other brands to build credibility and attract wider audiences. It works because this increases the promotion received from sharing via partners’ social channels. Coca-Cola’s branding is also on point as each playlist image features a bottle of coke used in various occasions, further pushing the brand message of versatility.

 

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(Coco-Cola’s playlists are suited for every occasion. Screenshot: Spotify)

 

Starbucks

Starbucks may make some excellent coffee, but did you know that they are pretty good with playlists too? Starbucks focuses on seasonal/moment-based playlists that bring about a level of relatability with audiences. Furthermore, they also amplify their voice on social issues that matter through these playlists.

Listen: Starbucks’ “Black Lives Matter” playlist.

 

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(Starbucks’ playlist visuals make use of its brand colour for familiarity.
Screenshot: Spotify)

 

BMW

BMW stays true to its branding and publishes playlists that appeal to its target audiences—for instance, curated playlists to listen to while cruising in the highway. Furthermore, BMW also works closely with driving influencers for such playlists to build affinity with fans.

 

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Gymshark

Famous fitness clothing brand Gymshark is another brand that has latched onto the Spotify playlists trend. The brand creates playlists with the help of personal trainers, lifestyle coaches, athletes and Youtube fitness personalities. This expands outreach and also positions Gymshark is a credible source with regards to fitness.

 

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(Gymshark is aware that everyone listens to music when working out and uses that knowledge to its advantage.
Screenshot: Spotify

 

Times are changing, and marketers have to think out of the box continually. Primarily, we all listen to music. Why not tap into it for some brand awareness?