. But no one really talks about “Spotify-ers.”){kind=link}
Hey there, have you ever heard of “Spotify-ers”? Yeah, I know, it’s not exactly a technical term that rolls off the tongue. But hear me out, because this rising platform in the creator economy is something worth paying attention to.
While TikTok, YouTube, and Instagram have been dominating the influencer and marketing game, Spotify is quickly becoming the cool kid on the block. In fact, by 2025, Spotify aims to be home to 50 million creators, with chances of becoming one of the best ecosystems for professional creators to monetize their content, according to Turner Novack. That’s a lot of potential for brands and influencers to tap into.
And get this, Spotify’s business model is set up to share up to 70% of revenue with content creators. That’s a significantly higher cut than other platforms. Plus, with an algorithmic feed on the homepage, even the underdogs can potentially hit 500 million monthly active users (MAUs). Talk about leveling the playing field!
Now, for those of you wondering why you should care about this platform, let me drop some knowledge on you. Spotify’s Sonic Science research found that people are more engaged and attentive when listening on Spotify compared to other forms of media (Spotify Influencers Are On The Rise, Influencer Orchestration Network). That means your content has a better chance of making an impact with your target audience.
But wait, there’s more! Spotify is set to unveil a new AI-driven, vertical-swipe feed on its homepage. It’s like the love child of TikTok and Instagram, with engaging content to hook users and increase discoverability of new creators. And as a marketer, you can connect with your target customers more deeply by utilizing influencers for user-generated playlists and sponsored playlists.
Now, for those of you who are cultural experts and want to tap into the latest trends, look no further. There are already millions of influencers sharing their curated playlists on TikTok, and some have even built up a significant following on Spotify. Take The Masked Morta, for example, who has over 4 million TikTok followers and over 41,000 Spotify followers. That’s some serious clout!
You may be wondering how this can be useful for me and my business. Spotify is notoriously known as a music app afterall, so we’re not surprised if you still aren’t overly eager about hopping on the trend train just yet. To further illustrate how some brands have already made their mark on Spotify we’ll take a look at Gymshark. A retail brand that is absolutely dominating the gym attire space and is backed by countless fitness influencers! The brand enlists fitness creators to make branded playlists to match certain workouts. Both the brand and the curators promote the playlist across their social channels, which helps more listeners discover them. Smart right?!
Spotify has a little something for everybody! So, whether you’re an influencer, a marketer, or just someone who loves discovering new music, Spotify is the place to be. And with new updates rolling out soon, it’s only going to get better. So, let’s make marketing fun again and ride the wave of the “Spotify-ers” together!