You must hear this if you’re a regular user of Social Media a world-leading music streaming service Spotify is now active in Bangladesh. That means listeners can tap into the premium audio experience of Spotify that they were missing. And it also opened a new door for brands to try marketing on Spotify.
What is Spotify?
Spotify is an audio streaming platform that revolutionized the way people pay for music. It launched in 2008; by now, there are over 50 million tracks that you can either listen to for free (and get interrupted by ads) or for a fixed monthly price. The latter gives you access to features such as offline mode, improved sound quality, Spotify Connect, and ad-free listening.
Spotify Marketing in Bangladesh
Social media marketing is a very usual thing these days. And when we hear or think of social media marketing, the names that pop up in our minds are Facebook, Instagram, etc. But recently, there has been an emergence of niche platforms for social media marketing. Spotify is one of them. Some brands are already using Spotify as a platform to promote themselves. Initially, it might seem a little counter-intuitive to use it as a marketing channel for your brand but the results of using this platform are quite exciting.
Spotify has literally changed the way the world consumes music and audio content, and with over 217 million users, it could be an attractive channel for your brand. And this becomes more attractive when put in context—while Facebook, YouTube, and Instagram each have billions of users, other big networks such as Twitter, Reddit, LinkedIn, and even Pinterest and Snapchat are all around the 300 million users mark.
While Spotify might not traditionally be considered a social channel, what’s really important is for brands to be present where their customers are, and then find ways to engage with them effectively. Spotify is one of the most famous music streaming apps in the world, and could potentially be a gold mine for marketers, as well.
How can Spotify help your digital marketing efforts in Bangladesh?
Spotify is just another platform to get in front of your target audience and ensure that your brand is being exposed to them literally everywhere; including in between their favorite tunes. Spotify Ad Studio makes it easier than ever to reach the right people at the right moment. Businesses of all sizes have the ability to utilize Spotify ads.
Brands globally are integrating Spotify for Brands into their marketing mix in order to:
- Drive incremental reach,
- Improve the efficiency of traditional radio campaigns,
- Engage with millennials in environments they love,
- Ensure unprecedented viewability and audibility,
- Create native brand experiences that help brands use the power of music to engage with and build credibility amongst their target audience.
So, if you are not making the best use of this opportunity there’s no doubt that your brand will fall behind. Because with the launch of Spotify in Bangladesh, many brands are already trying out this platform for marketing their brand.
Here’s why you should definitely consider marketing on Spotify in Bangladesh:
Ear Time is Limitless
Data from Spotify shows that the average listener spends 148 minutes streaming either music or podcast each day. Users are also listening from the moment they wake up in the morning up until they’re ready to turn in for the night. Listeners are streaming the audio they want, whenever they want it and wherever they want it. This gives advertisers a huge opportunity to increase exposure about their brand or company in between songs!
Audio also allows you to reach your audience when visual ads can’t – while driving, while working out, etc.
For your general demographic targeting, you can target by location, age, and gender. To get even more granular, you can target based on a listening platform/device. This includes iOS, Android, and Desktop.
Another great targeting feature is by listening behavior. You can target your ad based on your audience’s music tastes. From here, you can choose between:
- All Music: Reach as much of your audience as possible across all music tastes
- Genre: Target your audience based on specific music tastes
- Playlist Category: Target people in your audience who are listening to music tailored to specific activities and moods (I.E. Workout playlists, cooking playlists, etc.)
This is where you can get creative with your targeting. Does your company sell healthy food? You can target people listening to the “Cooking” or even “Workout” playlists.
Think outside of the box and find out what your target audience’s interests are!
According to a Nielsen brand study, audios ads have shown a 24% lift in recall in comparison to traditional displays. Spotify ads are a new and innovative way for smaller to medium-sized businesses to grow brand awareness.
With that being said, Spotify’s continued growth isn’t something to ignore. With their growth, their advertising platform will grow as well, so it’s important to see how this platform can strategically fit into your digital marketing efforts.
How your brand can engage with users on Spotify?
Here’s a breakdown of what Spotify offers brands, and a few notable examples of its usage:
Playlists for organic distribution and awareness
According to reports, around a third of user listening time is spent on Spotify-generated playlists, however, another third also goes on user-generated playlists (which can be created and shared by anyone on the platform).
This can be a good option for brands who want to engage users and increase organic reach, with branded playlists acting as an audible representation of a company or its product or service.
Take fitness apparel brand, Gymshark, for example, which has a number of branded playlists available on its profile. These include playlists created by its brand ambassadors (or influencers), as well as general work-out playlists related to a specific style of training or sport.
This is a particularly clever example as the concept aligns with the Gymshark product. In other words, users are most likely to reach for the playlists whenever they work out (therefore reinforcing the brand’s connection to both sport and music). Nike also does this with its Nike+ Run Club profile, which includes a wide variety of music to accompany users during exercise.
Other brands including McDonald’s and Coca-Cola also have a similar presence on Spotify, creating playlists that are related to a product (and its advertising campaign) or a general theme such as summer and happiness.
Retail brands also use Spotify to align online and offline experiences, with the likes of H&M and Pull & Bear using the platform to collate music played in-stores.
Sponsored playlists and personalization
Since 2016, Spotify has allowed brands to sponsor some of the most popular playlists on its platform, such as ‘Morning Commute’ and ‘Teen Party’. This further enables brands to match music with a message which, in turn, helps to fine-tune targeting.
More recently, Spotify has announced that it is opening up sponsorship to include the ‘Discover Weekly’ playlist – one of the platform’s most popular features. Now, brands will be able to sponsor an entire week’s playlist, with Spotify reportedly inserting audio and video ads during ad breaks between songs on the free version of the service.
The first brand to get involved has been Microsoft, which is promoting its AI capabilities in a campaign called “Empowering Us All.”
The move is great news for brands who want to dramatically expand reach from paid spend on the platform. TechCrunch suggests that ‘Discover Weekly’ listeners stream more than twice the amount of users who don’t listen to the playlist, largely due to the heavily personalized experience it offers. Unlike regular programmatic ads on Spotify, which appear in sidebars or other allotted space, the ‘Discover Weekly’ sponsorship will involve native homepage takeovers, creating a more immersive brand experience.
Targeting through podcasts
Spotify released an audience tool for podcast listener targeting, which allows brands to reach Spotify Free users who listen to podcasts. Before now, the platform only segmented users based on music preferences.
This marks yet another evolution in audio advertising on Spotify; its advertising arm also includes the self-service Ad Studio feature, which allows brands to create their own adverts within the platform. The Ad Studio is particularly useful for smaller brands wanting to increase paid spend on the platform, as it allows them to individually create and manage their own campaigns.
With podcasting becoming a bigger focus for Spotify, brands are able to hone in on user listening preferences, based on specific categories such as comedy, health, and technology.
How to start advertising on Spotify?
Advertising Options on Spotify
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 behaviors 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:
- 68% of the stream on mobile.
- Millennial listeners are 64% more likely to buy brands they see advertised.
- Millennials stream on repeat more than they stream on random, and they’re 90% more likely to have the latest tech products.
There are two different types of ads:
- Play periodically between songs.
- Can be 15-30 seconds long.
- Played approximately every 15 minutes.
- They cannot be skipped.
- Can contain an image and some text.
- Use Spotify Ad Studio
- Shown at the bottom music player.
- Leads users to your website once clicked.
- Can only be shown on desktop and web platforms.
- Use Spotify for Brands
Targeting in Spotify:
- Advertise across all Spotify music or just in certain genres or on certain playlists.
- There are over 2 billion playlists with one-third of all listening time on Spotify being spent on user-generated playlists there is clearly a lot of demand for playlists on Spotify!
How To use Spotify Playlists For Your Brand:
- Spotify allows brands to create a custom playlist with their logo, text, and link.
- Playlists contain a minimum of 20 songs by different artists.
- No single artist should appear more than once on your playlist
- Don’t include artists you might think would be opposed to your brand.
- Share your playlist on all your platforms, Instagram is one of the best ways to promote your playlist. You can also add Spotify to your website! How different would you stand out with that!?
What better way to engage with your audience and show them that you are experts in your field than 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 us.