Do you know how I previously mentioned that Apple Music takes its followers for granted? Well, one of their biggest competitors, Spotify, gains greater user engagement on their social media. Spotify is also a music streaming service. The significant difference that sets Spotify apart is that the service is free unless you want to subscribe to Spotify Premium and have no ads. When examining my classmate, Alyssa Golden’s social media audit, it became very noticeable the power behind Spotify’s image on social media. The audit was conducted between January 13 to January 17 of 2020 on the following platforms of Facebook, Instagram, and Twitter.
So, What is Spotify Doing Differently?
For starters, Spotify is utilizing the creativity of its content. They are becoming a conversation. According to Hootsuite’s article, 14 Social Media Best Practices You Should Follow in 2019, a brand should be aware of the conversations that are happening within the industry. When monitoring the social conversation, the brand can extend their content to become more popular among their followers. In late 2015, Spotify launched its Spotify Wrapped Campaign. This campaign is an end of the year event that generates many shares, and it becomes a trendy topic. Spotify Wrapped is a time capsule of your musical journey that year. It provides its users with interactive data of the time spent listening, the songs that you had stuck on replay, and so much more.
This particular campaign is an excellent example of how users become marketers with just word of mouth and the desire to share. Mobile Marketer released an article regarding the efforts of Spotify’s campaign, and I couldn’t agree more. The ability to share this type of interactive data is fun and entertaining; it helped enhance the viral publicity of Spotify.
Spotify is a way for me to interact with my family, friends, and classmates. It becomes proof of how cultural incline one can be and where their interests lie.
Personally, when looking back at my Spotify Wrapped for the decade, it intrigued me. It presented the amount of time I have listened to music overall, and the graphics they present the data are soothing and eye-catching. I never knew I listened to music so much more now than I did in 2015.
Not Only Creative but Ready to Engage
Spotify doesn’t sit in the dark with their users like Apple Music. They use Twitter as a light switch to engagement. The response rate does vary, but the user will receive a reply. Apple Music does not offer the conversation that Spotify provides on their platforms. Apple Music does not respond to its followers; this has resulted in negative comments. In the blog post, 3 Ways Spotify is Winning on Social Media, the point is made that discussion is built through content. They implement questions in their Facebook posts that showed a greater success of engagement on the platform. When providing a question within the post, it provokes followers to get involved.
How do you feel when content remains the same over a long period? Do you continue to scroll through, or do you stop and engage? Spotify has made their voice stronger throughout their platforms with the help of engaging. How do you think Apple Music could improve? Any thoughts…? I would love to hear your opinion, comment below!
The Gabber 