Spotify: Wrapped Up
As of 2022, Spotify is the largest streaming platform with over 400 million listeners and almost 200 million subscribers. Spotify’s dominance is largely built on their widespread social media presence and relatable marketing tactics that invites a diverse range of streamers, from music lovers to podcast and audiobook enthusiasts.
“Music for everyone.”
Spotify makes use of the fact that music can be personal, educational, emotional, cultural and more. Spotify’s striking reach on Instagram and Twitter is through 13 regional accounts on each platform, and Spotify’s main accounts reaching almost 10 million followers.
Associating their brand with the latest trends, viral audios and current events relative to each of the regions is what makes Spotify such as inviting and relatable platform.
Keeping Up
Spotify’s impressive ability to keep up with events is evident in their online content. For instance, Rihanna’s long-awaited return to the music scene at the 2023 Superbowl half-time show oversaw a huge surge in her streaming figures. Despite the performance being sponsored by Apple Music, Rihanna’s Spotify streams spiked by 640% compared to her Apple Music figures that rose by 331%.
Spotify’s posted a carousel showing Rihanna’s numbers that the performance brought, tagged with the hintful caption “So we’re all listening to Rihanna today, right?” The post implies that most of Rihanna’s new streams have been on Spotify, and the caption subtly encourages their followers to relisten to some of her iconic hits, because that’s what everyone else is doing.
Spotify Wrapped
Arguably Spotify’s most attractive feature is the annual end-of-year Spotify Wrapped that presents a colorful, visual round-up of the music you have been listening to all year. This personalised feature has become an online (and real-life) talking point every first week of December since its introduction in 2016. Users can share their Spotify to all social media platforms, such as Facebook, Instagram, WhatsApp, Twitter, Snapchat, and TikTok. If you use a different music streaming platform, it’s almost impossible to not feel left out.
Famous artists tend to also join in sharing their yearly round-ups. In 2022, Spotify’s most streamed artist Drake shared a slide of his Spotify Wrapped with his 130 million followers on Instagram. A figure with the influence of Drake can do wonders for brand awareness, and Spotify Wrapped’s shareability and popularity delivers every year.
Spotify builds the excitement for Spotify Wrapped across all their social media platforms. Upon its release, thousands of tweets emerge of people poking fun at their own, and each other’s, musical trends which ultimately proves that Spotify has cemented their place as the best streaming service within the online community.
Spotify’s online presence is difficult to ignore, and their nothing-like-it shareable features deservedly puts them on top of streaming services today and for the foreseeable future.
