I’ll be the first to say I thought I was too old and uncool to use Spotify. Also, seeing my friends who have their accounts connected to the service, having people know what I was listening to sort of freaked me out.
Then, Spotify offered a $.99/month for three month trial. You know me, I’m a sucker for a deal.
Traditionally, when we talk about ‘content marketing’ we mean using pictures and text (and, if you’re ambitious, sometimes video) that you create to reach your customers. Increasingly, content is becoming more diverse: music, art, animated gifs… So Spotify is helping change the kind of content businesses can share easily with customers and potential customers.
In this new world of online marketing, as more and more messages and platforms are needed, we don’t have time as businesses to make everything from scratch… so we’ve begun curating. Platforms like Pinterest and Spotify show that businesses can do marketing without making everything from scratch themselves but by curating something interesting.
In short, Spotify is a way for businesses to easily curate content. Let’s look at a few ways this can be done.
Spotify Branded Playlist
The most popular type of content is the branded playlist. You have a user account as a brand and from there, you make playlists. We can look to early online adopters like Starbucks and Coca Cola for examples of this:
Now I know what you’re thinking, it must be pretty cool to make a playlist and your own little album cover and let people follow you. The ability to create a pretty playlist cover is only available to a few users, so the visuals of the first four songs added create the tiled artwork of most playlists:
(I tried to think of the most non-musical seeming service and boom, found a dentist office playlist… with 25 followers!)
In what may be the most hipster thing I’ve ever seen online, someone was complaining about this because they had some “uncool” song as one of their first four and they were ‘too embarrassed to even share it on Tumblr’. I had a chuckle at that but I understood the struggle.
Note: Searching Spotify from a computer is super annoying. This kind of works but best to do it from your phone: http://www.listenspotify.com/
That said, if you want to share a link to your playlist from your computer (because, let’s say you’re scheduling things on social media) here’s a way to do it: http://www.listenspotify.com/en/share-your-playlist
Spotify And Targeting
As you can imagine, if you’re willing to pay Spotify some cash, you can target people based on their demographic information and more: https://www.spotify.com/us/brands/targeting/
The Premium members (like myself for the moment) don’t hear ads but it seems like the average Spotify user spends 148 minutes a day on the platform so those who are on are really into it-meaning they are willing to put up with an ad here and there.
Spotify At Your Business Location
It may be natural to think of having a soundtrack for your brand that maybe plays at multiple business locations, events, and other locations where people experience your business (you know, without annoying ads and all that). That’s the goal behind Soundtrack Your Brand, but it doesn’t yet seem universally available but it’s only a matter of time for things to move from online to real life.
If you’d like to be an insider, Spotify has a Rock Star Program: https://community.spotify.com/t5/Spotify-Community-Blog/Rock-Star-Program-News/ba-p/1310201 Note that you can only join it if you’ve previously contributed to the community but perks include being among the first to try new features.
If you want to learn more about Spotify and your brand, I found this pretty comprehensive podcast (the show notes also link to resources). That’s right, I’m leaving you an audio resource about audio content:
In short, Spotify is one way your brand can connect to people in a fun way. And maybe if you follow a Coca-Cola’s playlist, you’ll find yourself craving a coke a little more often.