Spotify For Brands Editors
Music and podcasts are the soundtrack of people’s lives, whether they’re listening while running, cooking, showering, trying to focus, or simply chilling. And while those moments are still happening, they’re definitely different. Working might be taking place at home, at a kitchen table while also juggling childcare. Cooking might be happening a lot more often (and for more people). And chilling? That moment is a whole lot more important now.
For digital marketers, reaching people in the right moment has always been top priority. But now that audiences’ routines and priorities are shifting quickly, brands need to update their ad creative to keep pace with those changes. In fact, 92% of Association of National Advertisers’ members say they’ve adjusted creative messaging for marketing since mid-March.
We’ve shared how Spotify listeners are turning to audio in new ways at home, from soundtracking quality time with family to focusing on wellness. Now, we’ve gathered creative recommendations for brands to land the right message as the world reacts to changes in how we live, work, and stay entertained and informed.
Context is everything
For brands on Spotify, context has always been key to resonating with listeners. Now that listening is mostly taking place at home, and reaching audiences in a time of uncertainty, context means more than just message and placement. It means make sure your message’s tone matches the moment.
Now that listening context has changed, it’s more important than ever to respect the mood. As a brand, ask yourself: How can we show up in useful, non-disruptive ways right now? As we mentioned above, be hyper-sensitive to how these moments are changing in real time. The message you send to your listeners when they were working out in a gym might not hit the same note when those listeners are getting in reps from the living room.
What brands can do: Let the moment drive the message
Consider the cultural moment
The streaming generation is savvy, and they have a lot of opinions about culture, brands, and how the two intersect. They’re especially critical right now, as brands rush to weigh in on the current moment.
Being culturally relevant doesn’t just mean addressing the cultural zeitgeist. It's about tailoring messaging to personal, cultural moments that we can identify through music and podcasts. And what sounds clever one day can sound insensitive the next day, especially coming from brands.
What brands can do: Check and double-check phrasing
Humility, then utility
People are leaning on audio while social distancing to fill very specific needs: to stay informed, stay grounded, and occasionally stay entertained. Brands can play a role in filling those needs by easing up on the hard sell, and focusing on providing something useful. What information can you give that they’re looking for? What’s your brand doing differently right now to help people? What kind of practical wellness advice, home hacks, or parenting tips could your brand provide? Right now, listeners might not be in the mood to fill their shopping carts. They are in the mood to hear how brands are helping right now.
What brands can do: Be useful and open
Take listeners somewhere new
People turn to audio for in-depth news and information about COVID-19. But they also listen to lift their mood and relieve stress. Streaming audio is an intimate platform that provides an escape for listeners, and vast storytelling opportunities for brands.
On Spotify, there’s plenty of opportunity beyond the classic radio spot. Brands can play with sound to create immersive experiences that take people beyond the here and now. For listeners, it can be an unexpected (and welcome) change from hearing 30 seconds of voiceover.
What brands can do: Experiment with new formats
Audio is a uniquely flexible format that can be produced remotely and executed quickly. Spotify’s creative suite gives marketers and agencies of all sizes the tools to tell captivating stories with audio — stories that can be told from anywhere, and heard anywhere. Audio also provides a canvas to create rich, in-depth experiences for listeners adjusting to a changing world.
Spotify is here to help brands and marketers facing change. Get in touch here to learn more.