03 August 2020 by Madison Potter
There are so many different platforms out there for marketers to advertise on and sometimes it can be hard to decide which platform is best suited to your business or your clients. Spotify is one of those platforms that marketers are still hesitant about adding into their marketing strategy, as Spotify ads are only played to those who do not pay for a subscription.
Spotify is currently one of the most popular streaming platforms, owning 36% of the global streaming market. Spotify has an estimated 232 million active users with around 124 million who do not pay for their premium service. That number is quite far off the 1 billion active users on Instagram and over 2 billion on Facebook, but Spotify is still a relatively new company, only going public in 2018.
How does Spotify work?
Spotify is a legal way to stream online music and podcast. You can listen to entire albums or playlist created by Spotify staff, artists, and other users. Users can listen to Spotify free however they will receive banner ads within the official apps and the occasional audio ad between songs. Alternatively, users can purchase the Premium subscription service and avoid all advertising.
Why use Spotify for Advertising?
In recent years, Spotify has recorded steady and significant growth. The launch of their advertising platform Spotify Ad Studio in the Autumn of 2017 was initially only available in the US, however, since March 2018 the UK and Canada can also avail of this service.
Since the final quarter of 2014, Spotify has increased it’s active users from 69 million to 271 million in the third quarter of 2019. It has also increased it’s subscribers from 18 million in the same period to 124 million.
What does this mean for your Spotify Advertising?
Who is using Spotify?
Spotify has a highly engaged audience who they really know. They have a 100% logged in audience spending 2+ hours per day on the platform meaning Spotify has the ability to collect a lot of data on their users. Spotify’s built-in streaming intelligence is able to identify what the audience is listening to, what music and how to best direct their adverts accordingly.
Spotify is still a relatively new platform, and its advertising studio is even newer, which means you can get more bang for your buck! You will need to spend around £200-250 for your audio ads, however image based display ads will depend on your content. Spotify understands their user’s listening behaviours in high detail and this gives advertisers the opportunity to create great storytelling ads to direct to the right audience. Consider these stats that Spotify have on how Millennials use the platform:
There are two different types of ads:
Targeting in Spotify:
How To use Spotify Playlists For Your Brand:
What better way to engage with your audience and show them that you are experts in your field then by starting a company podcast! Spotify is now making Podcasts one of their top priorities to expand the platform, meaning it would be an ideal time to get into the Podcast game before everyone else does!
There are two different ways to do this, you can use Anchor (which has been bought by Spotify) to ensure your content is distributed on Apple Podcasts, Spotify, and all other major podcast services. Or you can use Spotify’s Podcast Platform!
Should you invest in Spotify?
In today’s world of marketing, it is increasingly important that brands connect on a more personal level with their audience and engage with them. Spotify seems like the perfect place to do this! Even if you are not ready to test out advertising, why not try out some of the free options, take a look at McDonald’s account, yes that’s right McDonald’s has a Spotify account, thinking twice now that maybe you should too?
If you are interested in Social Media Marketing, whether that be Facebook, Instagram, Spotify, LinkedIn or any other platform, feel free to contact our digital marketing manager Nick at firstname.lastname@example.org!