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.


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