Could Spotify Be the Next Big Social Media Platform for Brands?

by Ben Austin Absolute Digital Media

Facebook, YouTube, WhatsApp, WeChat, Instagram, and Tumblr are all among the top social media sites brands must consider, but digital music, podcast, and video streaming service, Spotify, could be the next big social media platform for businesses. The team at Absolute Digital Media have taken a closer look, below.

Branded Playlists

With more than a third of listening time spent on user-generated playlists, brands can engage users in an entirely new way through branded playlists which can be created to relate to your business message or used to represent your service or products in order to capture attention. By partnering with them, you can reach an engaged audience whilst bringing your brand to life through audio, video, and display ad formats.

Sponsored Playlists

In addition to creating new playlists, brands can now sponsor Spotify-created playlists to boost their visibility across the platform. Some of the most popular playlists include ‘Morning Commute’ and ‘Teen Party’ which can be found on the main ‘Search’ page on the app. Brands can also sponsor the ‘Discover Weekly’ playlist which has over 40 million listeners alone. Spotify states that ‘With Sponsored Playlist, your brand connects with listeners on their favourite playlists. We’ll help you choose which best aligns with your target audience, whether they’re tastemakers tuning into New Music Friday, gym rats listening to Power Workout, students cramming for exams with Brain Food, and more.’

‘Spotify for Brands’

Following the announcement of ‘Spotify for Brands’, a relatively new product whereby brands can exclusively sponsor some of Spotify’s top owned playlists such as Today’s Top Hits, brands including Reebok, McDonald’s, and Coca-Cola have been taking the music app to the next level.

The feature is broken down into a number of segments including Ad Experiences, Ad Studio, Audiences, and Spotify Codes, whereby users can generate their own unique codes for certain playlists to profiles, albums, songs, and more.


Spotify’s Streaming Intelligence collects data that reflects user behaviour and what they want from the service. Spotify claims that ‘this new research is starting to reveal the streaming generation’s offline behaviours through their streaming habits’, through collecting information about music discoveries, the total number of times a track is repeated, and more.

Spotify and Instagram

More recently, Spotify and Instagram partnered to make it easier for users to share Spotify to Instagram Stories on the Instagram app. Since the rollout of the feature in May 2018, users have been able to tag their favourite songs on their Instagram Stories, opening a number of opportunities for bloggers and influencers alike.

To find out more about whether Spotify could be the next big social media platform for brands and how you can create your own branded playlist, check out the full blog here.