Spotify Marketing
We create a carefully calibrated campaign using both targeted social media ads and organic playlist pitching to boost engagement with your music. This elevates your standing within Spotify’s algorithm, which promotes organic discovery by new, engaged listeners.
Our Process
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 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, but 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.
Data Collection
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.
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.
Audience Expansion
As Spotify continues to amass this audience data, it begins to recognize the trends and patterns in your audience’s demographics, and refines its efforts in real time. This means extending suggestions to other listeners with similar interests.
Exponential Growth
With enough momentum, Spotify will be able find new listeners with incredible accuracy. This is the point when your music can take on a life of its own, outgrowing the scope of the initial campaign and potentially achieving virality.
Why It Works
Can’t I just pay to get my song on Spotify playlists?
Well, you could do that, but we strongly advise against any playlisting campaigns that offer paid placements. For starters, exchanging money for guaranteed 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.
The more checks, the better!
