Why Brands are Turning to Spotify as the Next Big Social Platform

By Heather-Mae Pusztai

There are so many social networks to choose from today: Instagram, Facebook, Twitter, LinkedIn, Pinterest. Maybe YouTube? Maybe Reddit?

We’d love to let you in on a secret one that’s flying under the radar.


We’ve spent time digging into the rise of Spotify as a social media platform, used by today’s hottest brands. The results have been fascinating. We believe that Spotify is fast becoming a core platform for engaging with customers — through paid ads of course, but also through an organic presence. We’d love to tell you how these brands are doing it.

A huge bonus – some of what we’re going share is easy to set up and free to experiment with!

Keep reading to see how the music streaming giant can drive your brand forward and present some unique and exciting opportunities to connect with your audience.

Where Spotify fits in today’s social media landscape

If you were to look at a chart of the online communities of the greatest size and reach, how do you think that chart might look?

Typically, the “biggest” social networks that come to mind are the ones that are top of mind for all of us: Facebook, YouTube, and Instagram, which have billions of users.

Beyond those sites are some other familiar names:

  • Twitter and Reddit, which have over 300 million users
  • LinkedIn, which is nearing the 300-million mark
  • Pinterest and Snapchat, which are right near 250 million each.

There’s another community that is right on the heels of these social media giants.

Spotify has 217 million users as of April 2019, and if you were to include Spotify in the list of top social networks, it would fit snugly within the top 20 worldwide.

What’s useful to see here is that many brands and businesses want to be where their customers are. And with user counts like these, it’s obvious there are customers here!

We’re beginning to see, more and more, that the standard definitions for “social networks” are expanding. Brands these days are looking for places to reach their audience and connect. Spotify is clearly one of those places.

The music streaming service has been around since 2008, and it’s been a hidden treasure for marketers for several years now thanks to its deep audience insights. Slowly but surely, Spotify has been gaining critical mass as a must-consider location for brands to be. The website Distilled wrote about the Spotify trends in August of 2018. Many other websites have covered the advertising potential of the platform.

From our research, this trend will only continue to grow.

The way we see it, there are three pillars for brands when it comes to their presence on Spotify.

  1. Playlists
  2. Paid ads
  3. Podcasting

1. Spotify Playlists

Find organic distribution through branded, social playlists

Do you have a guess at how many Spotify playlists there are?

There are over two billion!

Now, don’t let that number scare you off.

Just because there are billions of playlists doesn’t mean that yours won’t get noticed. We’ll get into some distribution methods in a moment, but first let me share another fascinating stat with you:

One-third of …read more

Read more here:: B2CMarketingInsider

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