3 Ways to Advertise on Spotify

February 21, 2020 - Reading Time: 3 minutes

Many know Spotify as a music streaming service but it is also a great platform to reach out to consumers. According to a study, the music streaming service is especially popular among Singaporeans aged 15 to 64. At least two out of five Singaporeans with Internet access are Spotify users. It is also the go-to “radio station” for those aged 15 to 24.

Here are a few ways you can add Spotify to your marketing mix.

1. Brand marketing playlists

More brands are using Spotify playlists to connect with their audience and even promote their products. For the marketing team behind the movie Bohemian Rhapsody, Spotify probably seemed like the obvious marketing platform. However, it’s not just music-related products that are being promoted through Spotify. Video games and even TV shows have been promoted through the platform.

To promote the sixth season of Game of Thrones, HBO collaborated with Spotify to create playlists for 15 characters.

They even created a playlist “quiz” where they analysed Spotify users’ listening habits and matched them with a Game of Thrones character.

Via Spotify Community

Users could click on “listen now” to be directed to the character playlist they’ve been matched with. It was a fun and creative way to get people excited about the new season of the show. After all, who doesn’t love character quizzes?

For the show’s last season, HBO and Spotify teamed up once again to release a playlist that encapsulated the ending of the series.

This playlist was said to include a hint on how the show would end. If that wasn’t enough to get diehard fans excited to confirm their theories, it definitely gave them a playlist to get pumped to as they waited for the new season to drop.

With the rise of sonic branding, more businesses are finding ways to make themselves more memorable through music. Brands can make their first foray into this world through branded playlists on Spotify. Branded playlists are like audio representations of your brand. Some businesses have already begun using them to promote their brand or products. KENZO, for example, curated a playlist with tracks that encapsulated the expressivity and spontaneity of its new perfume brand KENZO World.

A branded playlist campaign package that includes a banner on the homepage requires an investment of around $50,000 (with a $10,000 production budget) and runs for a three-month period. If your audience is indeed on the platform, this investment is probably one that will pay off in the end.

Apart from campaign ads, Spotify also provides businesses with advertising opportunities in the form of audio and video ads. These cost around $7,500 a month. These ads may be less visible compared to a banner on Spotify’s homepage but they are difficult to ignore since they play between tracks.

Customers are more emotional in their decision making than we think. Don’t underestimate the power of music to sell.

2. Podcasts

Podcasting has seen astonishing growth in recent years and is continuing to grow. Entire businesses have been built around podcasts. Spotify has been looking to dominate the podcast industry and has been fervently growing its podcast offering.

Why should marketers care about podcasts?

Advertising on podcasts enables brands to reach a niche audience. There are myriads of podcasts focusing on myriads of topics, you just need to find the ones your target audience is listening to. Want to reach out to health-conscious consumers? Try advertising with a podcast that focuses on health and wellness topics.

3. Sponsored Playlists

Businesses can also sponsor Spotify’s owned playlists. Brands can connect with listeners on their favourite playlists and reach out to specific audiences based on music tastes and even interests. For example, a gym can reach out to fitness enthusiasts by sponsoring Spotify’s Power Workout playlist. It’s targeted. It’s effective.

Marketing isn’t really about quantity as much as it is about quality. What you want are quality leads. Spotify offers marketers many ways to get those quality leads with music. Be everywhere your target consumers are, including their favourite playlists.


Marketing Tips for Start-Ups

February 6, 2020 - Reading Time: 3 minutes

Start-ups have it tough – they’re unknown and they don’t have a huge marketing budget. That doesn’t mean they’re destined to die in obscurity. A good marketing strategy doesn’t have to be an expensive one. There are more affordable marketing strategies that start-ups can consider. Here are a few ways you can make a name for your brand.

1. Blogging

According to Moz, Search Engine Optimisation (SEO) is “the practice of increasing the quantity and quality of traffic to your website through organic search engine results”. Ranking high on search engines is important for any business, let alone start-ups that have yet to make a name for themselves. Blogging is a good way to improve your search rankings organically. Google’s algorithm favours sites that are updated regularly with new content. Maintaining a blog introduces new content on a regular basis. This helps with the ranking of your site in general.

Blogging is also a good way to establish your expertise in the field. If you’re a fashion brand, for example, blogging about fashion trends showcase your brand’s knowledge in the field. It helps boost credibility and if your blog gets popular, it could be an additional source of revenue.

2. Focus on Customer Experience

As the new kid on the block, you’re going to need to find a way to differentiate yourself from your competitors as well as gain the favour of consumers.

Every consumer appreciates good customer service but not every brand provides that. Be the brand that does and you’ll find success soon enough.

Take a look at Haidilao. Essentially a hot pot restaurant, the brand’s unique selling point is its dining experience. From the moment you interact with the brand to the moment you leave its restaurant, Haidilao takes care of your every need. Waiting in line? Get a free manicure. Don’t want your hair in your face while you eat? Grab a hair tie. Don’t want to get food onto your mobile screen? Put it in the plastic bag provided (you can still use your phone through it). With all these services, Haidilao became more than just a restaurant, it became an experience. Haidilao now has restaurants all over the world and its founder just became Singapore’s richest person. This goes to show that premium customer service can take your brand very far.

Customers equate the brand with the experiences they have with it. If they have a good experience with your brand, they’ll naturally form a favourable impression of you. This means they’re more likely to return to buy from you again.

They are also more likely to tell others about your brand. Word-of-mouth marketing is not to be underestimated. According to a study, 92% of consumers trust recommendations from friends and family over all forms of advertising. A positive review from a trusted friend is worth more than a giant billboard advertisement. The best part: word-of-mouth marketing also incurs no additional cost on your part. That is the power of happy customers.

3. Work with Influencers

The benefit of working with influencers is two-fold. One, influencers already have an existing pool of followers for you to tap into. Cosmetic brands, for example, can work with beauty bloggers to reach out to people interested in beauty products. This is a more targeted approach as opposed to, say, plastering ads at bus stops. You know you are reaching out to people who are more likely to be interested in what you have to offer.

The second benefit is that influencers are well-versed in producing content that resonates with their (your) audience. This means you can leave the creative side of the job in their capable hands.

Just remember to do your homework before you work with an influencer. You want to make sure that the influencer’s persona and field of interest match your brand. After all, they’re acting as your spokesperson in the online sphere.

There you have it – three ways start-ups can get their names out there. Got any more useful tips for start-ups out there? Share them in the comments below!