Key Takeaways from Spotify’s Marketing Campaigns Since 2016

Key Takeaways from Spotify’s Marketing Campaigns Since 2016

Published on 17th of July 2023

Spotify, an online music streaming site that was first launched in 2008, has drastically changed the way users listen to and pay for music. Its library of audio tracks currently stands at over 70 million, offering free service (with ad interruptions) and paid subscriptions.

2021 proved to be a game-changer year for Spotify as the company’s online monthly audiences tripled, reaching 356 million. The figure is nearly 2.5 times more than its competition (Apple Music) and made up the majority of overall traffic for music streaming platforms.

Despite the setbacks it has seen, as well as legal battles from several artists and controversies surrounding customer information leakage, Spotify is still one of the most successful streaming services around.

Artists such as Neil Young, Janis Joplin, and Taylor Swift have accused the service of not doing enough - but they can't say it isn't popular!

Spotify comes up with ads that react to current events and the culture we live in. They have highly specific ads targeting the audience and they hit them in the heart.

Spotify has had the habit of analyzing its audience since early 2008, using that analysis to create custom advertisements that suit customers’ needs.

The brand really knows how to get its branding out there and the performance stats show it. So, below, we'll cover the strategies Spotify used in its marketing/sales campaigns.

Digital marketing strategies employed by Spotify

1. User-based customization

a person holding a smart phone in their handCustomization is very important for expanding and promoting your products. Companies should gather user information to improve the experience of their customers. It's something that Spotify has been doing for a while—all to make spot-on and user-precise ads.

2. Collation of customer feedback

The public takes an interest in the thoughts and words of brands and this applies in the digital world. Advertising campaigns are not just for the company that created them; they are aimed at providing added value to their customers.

Give your customers an opportunity to share thorough feedback and reviews, so your business can get more out of marketing and advertising. The idea is to make the most of those stories.

a keyboard with the word trend spelled on itNew digital media users are very interested in following trends, finding new content, and forming a large social circle. This makes it hard to overlook new users as a brand.

A lot of Spotify campaigners try to fit their ads onto the top stories or events columns. The result is that they are always staring their audience right in the eyes.

Awario, an online listening tool, can show you which topics and hashtags are most popular and shareable about your brand or field.

4. Online comments

No matter how great a brand’s product is, customers always take to social media to complain about them. Marketers know this and build their strategies around it. Spotify’s marketers use this understanding to develop a qualitative content approach.

For example, Spotify's Wrapped adverts are built around customers' personal experiences. They create a clean, radiant design from a few hashtags and mentions on social media—to fit the audience’s taste. So far, over 12 thousand users have posted with the hashtag #2018Wrapped on IG alone.

Campaigns run by Spotify from 2016 to 2021

  • The Only You campaign

person holding black iphone 4Spotify launched 'Only You' in June to celebrate listeners' weird listening habits by using their mobile application.

This helped them win over their audience, but they didn’t stop there. They also released a campaign entitled ‘You Are Unique, But You Are Not Alone’ that aimed to make fans feel like they belong and to fight loneliness.

The 'Only You' campaign allowed its users to authenticate their listening experience. Not only that, but people could also create statistics of their own and share them with other listeners.

Users can also learn some weird facts about themselves or look into what the lives of their favorite artist's fans are like.

The brand further encouraged its audience to use the mobile application more often to increase the overall listening time.

For example, listeners have been given the chance to have a Dream Dinner Party with three of their favorite artists. After they have chosen the artists, Spotify will create a special mix for them. The mix is designed to get the ball rolling for this exceptional virtual event. Customizing the campaign and adding a unique color made this campaign more personalized for viewers.

The marketing campaign also introduced a new feature that had a similar vibe to karaoke. Spotify users and their friends can use it to create special tunes and share them. To do this, you need to invite your friends through the app.

Creating music has never been this fun—this is the most ingenious way to upsurge the brand’s user base!

  • #2020Wrapped

One of the popular campaigns Spotify launched was 2020Wrapped, which kick-started in December 2020.

This campaign provided personalized listening habits analysis to Spotify users for the year. It's always good to know how you are spending your time, especially with the rise of podcasts and music being so prevalent in everyday life.

Podcasters and music artists in 2020 played a crucial role in news dissemination to listeners when the world was going through tough times. So, this was to pay homage to them as they kept users informed and entertained in the heat of the dreaded year.

The campaign was an immense success - one of them being a brief report of the eventful year using people's musical choices from all over the world.

The marketing campaign for this online streaming service was a little funny and included a lot of good sarcastic jokes, accompanied by customer appreciation. The campaign's watchword even sounded humble.

In tailoring its messaging to its listeners, Spotify focused on social concerns that were affecting people in 2020.

So, the 2020Wrapped campaign has led to an impressive increase in Spotify's app downloads. In just one week in December, there was a 21% growth in the number of monthly subscribers. This helped increase user growth and appreciate the number of active monthly subscribers by 29% from the previous year.

  • #2018Wrapped

Ads like these position Spotify as a huge deal in pop culture. People might be more likely to use it because they feel left out.

2017 was a great one for the streaming medium. After a 40% increase in its income, the brand knew it was time to get noticed. That's why they did something loud and clear to attract even more users.

That same year, #goal was hugely popular and is still used today, but not as often as back in 2017. Users would post photos and videos with hashtags like #hairgoals, #adultinggoals, #lifegoals, and #relationshipgoals.

Spotify debuted their 2018 campaign during the Christmas season of 2017, centered on music. As always, the promo video showcased the streamer lifestyle (and it was hilarious).

Final thoughts

the spotify logo is lit up on a flat screen tvYou don’t have to copy and paste the strategies other brands use to succeed - there are pros and cons for every brand. If you’re looking to improve your marketing strategy, it is crucial not to overlook the power of Spotify's marketing charms.

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