Spotify Marketing
We develop social media ad campaigns to drive engagement on your music. This elevates your standing within Spotify’s algorithm, which promotes organic discovery by new, engaged listeners.
Can’t I just pay to get my song on Spotify playlists?
Well, you could do that, but we strongly advise against playlisting campaigns. For starters, exchanging money for playlist placement is against Spotify’s terms of use. Additionally, the increase in numbers you see is short-term, and doesn’t really do much but temporarily boost your ego. Streaming manipulation severely skews Spotify’s data, which puts your music in front of the wrong people, negatively affecting your position within Spotify’s algorithm.
On the other hand, our method to drive engagement on Spotify is 100% organic, and positively impacts Spotify’s ability to understand your music and how audiences are responding to it.
So how do I get on playlists?
Spotify has one goal: keep listeners on their platform. The longer they can hold a listener’s attention, the more money they make. The algorithm is there to curate the user experience for each listener so they continue to use Spotify.
With the exception of editorial playlists, Spotify playlists are the product of the userbase, both directly (user-generated playlists) and indirectly (algorithmic playlists generated from user data). Examples of the latter include Release Radar, Discover Weekly, On Repeat, and more. The truth of the matter is: If you want to get on playlists, you’ll have to get in front of the right people. The best way to do that is with a well-targeted, consistent campaign that spans multiple months or longer.
The Metrics That Matter
Saves
Streams
Playlist Adds
Monthly Listeners
Shares
Followers
The Realities of Achieving
Exponential Growth
Your campaign is a snowball rolling down a hill, and time is the slope that amplifies its growth.
The longer we have to nurture your campaign, the larger the snowball becomes. This time helps to create momentum that doesn’t just add to your campaign’s success — it multiplies it.
After running hundreds of ad campaigns, we’ve found that campaigns 3 months or longer generally outperform shorter campaigns by significant margins. Naturally, more time means more data. The potential for your sound to most accurately find its audience is greatly increased with each data point the Spofity platform can gather, offering you a better potential ROI.
Here's how it all plays out:
1.
Data Collection
The longer a campaign can run, the greater the level of exposure. More exposure means more opportunities for listeners that didn’t engage initially to take meaningful actions that deepen Spotify’s understanding of your music.
2.
Repeated Exposure
The longer a campaign can run, the greater the level of exposure. More exposure means more opportunities for listeners that didn’t engage initially to take meaningful actions that deepen Spotify’s understanding of your music.
3.
Audience Expansion
As soon as your campaign starts, Spotify starts to gather listener data. Every play, skip, save, and playlist add can teach Spotify who you are, so its algorithm can identify and connect with audiences that it expects to be most receptive.
4.
Exponential Growth
The longer a campaign can run, the greater the level of exposure. More exposure means more opportunities for listeners that didn’t engage initially to take meaningful actions that deepen Spotify’s understanding of your music.
Our
Process
Everyone’s sound is unique, but the process is uniform.
Onboarding
A. Questionnaire
Our onboarding questionnaire helps us learn more about you and your music. With this, we can determine the best course of action for your campaign’s marketing materials and target audience.
B. Asset Collection
We’ll need any existing content that you may have for the music you’re looking to promote. This includes any relevant images, videos, etc.
C. Access and Permissions
We’ll need you to grant us temporary advertiser access to your Facebook artist page and viewer access on Spotify for Artists to get started. We can help walk you through this process once you’re ready.
Preparation
D. Ad Production
Our team will produce multiple pieces of video content. We strive to strike a balance between your brand and the current social media landscape, using techniques proven to retain attention and convert audiences.
E. Testing
Upon approval, the videos will be tested against each other on the ad platform. When a viewer clicks on the ad, it brings them to a custom landing page that links out to your music on Spotify.
Launch
F. Optimization
Once we understand how audiences are responding, we’ll prioritize the top perfoming ads to ensure that your song is reaching the most engaged listeners.
G. Reporting
Your custom landing page features a Meta (Facebook) pixel which enables us to track engagement, while Spotify For Artists details users’ on-platform activity. We compile this data and report back to you weekly, culminating in a wrap-up report at the end of each month.
The X Factor is
you.
While our process helps set the stage for success, it’s your content that will ultimately be in the spotlight. The overarching process is the same for every client, but results will always vary. You, your music, and the choices we make together for how to support it, are the unique factors that will determine your campaign’s success.
We can’t predict how audiences may feel about your music, or to what degree they will engage, but we promise to make decisions based on our best professional judgment, deliver quality work, and treat every artist and their music with the respect that they deserve.