The social media platforms we know and love are becoming flooded to the point where it is almost impossible for brands to stand out from the crowd. There is simply not enough room for everyone. That leaves brands facing the unavoidable; finding a new and innovative place to connect with their audience and express their purpose.
But where?
The answer is right in front of you: Spotify. That’s right, this well-known streaming service is becoming the newest place where brands can make big moves.
So, why Spotify?
Well, a number of reasons. Spotify is an outlet where brands can create a connection to their audience through a very emotional piece of content, music. Moving into a space like Spotify is more than a marketing strategy for the brands who decide to incorporate this into their initiatives. it’s an extension of who your brand is.
It’s Time to Create a New and Deeper Connection
So, where should you start? How do you know what areas of your brand can connect with your audience on a new platform? How does music tie in?
Let’s take a look at a couple of big industry examples.
Zara Home. The European fashion brand that expanded into home décor in 2003. They have a pretty big global presence, and they take the time to connect with their audience on Spotify. Their profile features playlists for different rooms in the home, creating an even deeper way for their brand to exist entirely throughout their customer’s homes. It’s kind of a perfect strategy for all types of industries. You are keeping your brand at the front of your customers mind by giving them the easiest way for them to connect with you. All they have to do is press play. Zara now has a very intimate way for their audience to enjoy their brand’s purpose of creating comfortable and unique spaces through their decor, and their playlists *Digital hive-five*.
Another great example is Nike. On their Nike+ Run Club profile, they have curated a number of playlists that are designed to make sure your run isn’t boring. Nike now has the upper-hand. They found another way for their audience to rely on their brand as their followers not only flock to their stores to buy their clothes, but now to their Spotify account to listen to their playlists. They have made a seamless journey from start to finish and kept their audience connected. By doing so, and through something that costs their listeners nothing, they can now hold onto existing customers for longer, and find new ones. If we take a closer look at Nike’s competitors, no one even comes close, and they don’t have much of a presence on Spotify. Not yet anyway.
Whatever your industry may be, find a way to incorporate this into your strategy. Even if feels obscure, think about your brand’s purpose and how you connect with your audience. At LBITF, we knew that we wanted to exist on this platform, so we thought of all the industries we have or would like to work with and began curating playlists for each. This gives our new and old clients another way to understand our care for them outside of a contract, and that we wanted to connect with them somewhere else.
Don’t push this strategy to the side because it feels like it won’t fit. If your brand connects with people in any way, it will fit.
There is a Rare Opportunity to Make Moves on a Platform Before the Craze Begins
Spotify is the leader in the music streaming industry with 286 million monthly users. Their average listener streams for an average of 25 hours per month, and their user growth since 2019 has surpassed 30%. Let’s break that down a little further. Instagram has 26.9 million users, and on average a user spends 14 hours a month on the platform. Now, we know that music consumes more time than scrolling does. But the fact is, that’s a lot of potential new people that can connect with your brand, and that’s where your new community begins.
If you take anything away from reading through this article, remember one thing: this is a rare opportunity. Social media platforms will keep popping up, but a lot of them will fail. Sure, Spotify isn’t a traditional platform in that sense, but not a lot of brands have taken to it…yet. We know that it can and will be way more than just a way to listen to music
Think Bigger Picture
This is a plunge into a new form of social media content. This is a new and innovative way to showcase your brand’s why and connect with your audience in a genuine way. Brands that truly want to survive will need to adjust their tactics. Spotify is arguably an untapped place to expand your business even further and offer something different than your competitors.
If you’re not sure where to start with a Spotify strategy, but you’d like to get moving on one, reach out to our team. We are always ready to take on new challenges and help brands break boundaries in new places.
Check out Little Bear in the Forest on Spotify to see what our team has created!
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Article Written by:
Angelica Nicole Greene-Barrales
Marketing Lead at Little Bear in the Forest | Digital Marketing Collective
Connect With Angelica on LinkedIn 
