February strategy insights
What do we need to keep an eye out for this month?
- Spotify is tapping into paid social, so take a look at how we can help you leverage this
- Divide and conquer: going beyond music, Spotify is placing a bigger focus on podcasts
- Tapping into Spotify and YouTube by championing everything long-form content has to offer
Spotify is splitting up feeds for podcasts and music.
Audiences are currently loving podcasts, so Spotify is spotlighting them by giving them their own feed. The app wants to give personalised recommendations to users so they continue tuning into podcasts.
By honing in on the type of content audiences are listening to we can target users based on interests and make sure the podcast niche and product align seamlessly. Audiences listen to podcasts and music at different times and for different reasons. Ensuring that the messaging you use parallels their reason for listening can make the activation even more effective.
Spotify introduced call-to-action cards.
With Spotify’s focus on podcasts, there’s now a more visual aspect to the app, especially with the video podcast feature. Tapping into this Spotify is introducing call-to-action paid social cards that brands can use to generate traffic to their website and products.
Paid ads on Spotify, especially ones that include influencers, still remained untapped by a lot of brands. Getting ahead of this feature will allow for great brand cut-through as the platform is a lot less saturated. Chances are your competitors aren’t testing Spotify ads so it’s the perfect opportunity to stand out.
A badge of honour: YouTube is going to start certifying health professionals.
We know that consumers, especially younger ones, have started to turn to social media platforms for information. They trust influencers and the opinions of other people, it’s where they get advice, read the news, find new recommendations, and practically everything else. So now YouTube is making it easier to see whose advice is medically sound by giving health professionals certified badges.
This will add another layer for trust between influencers and audiences making their advertisements and recommendations seem even more reliable. Tapping into these influencers and their professional brand would create more persuasive activations.