With over 350 million active users per month, Spotify has grown immensely from a small startup in 2006 to what it is now in 2022. Let’s dive into the insanely creative PR tactics the company uses to guarantee the loyalty of users and drive even more sales on a day-to-day basis.
Catering to an insanely large amount of people, Spotify’s team knows how important fluidity is for users. People get bored quite easily, so the magicians behind Spotify leverage consumer psychology to keep the users engaged.
“There are half a billion people that listen to music online and the vast majority are doing so illegally. But if we bring those people over to the legal side and Spotify, what is going to happen is we are going to double the music industry and that will lead to more artists creating great new music”. – Daniel Ek (Founder and CEO at Spotify)
“Years of deliberate practice and features like ‘Discover Weekly’ and monthly reels put them high on charts. At this point in time, it can be seen that Spotify has emerged as the best player in the audio streaming service providers,” Startup Talky reports. “This also shows how the behaviour of the general public all over the world has changed. The song, music and artiste industry went up a huge scale and turned from being an unorganised sector to a well-organised sector. This growth is notable and Spotify is heading the efforts.”
Personalised marketing is king, and Spotify knows it. Boosting user loyalty, the company gathers user data to accurately predict listening patterns. And with the help of machine learning, this process is made easier and more efficient. Specifically, Spotify’s subscription selling ads are always on target, using the language of the country and even current trends going on in the given location, which feels more thoughtful to a user.
In music marketing, tools and tricks are always evolving. For a company to drive more sales, the PR doesn’t need to be as large-scale as it is for Spotify. However, using whatever data is available and catering to one’s customers needs based on personalization is key.