Provided below are Ad oriented and organic strategic information for Spotify. Additionally, This Guide is made from the perspective of having a basic knowledge of creating Ads through instagram & facebook accounts. (If you don’t, you can search how to create an instagram or facebook ad in youtube; there are 100s of videos on this!)
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Where & Who To Target With Ads The biggest mistake I’ve seen people do is run Ads in countries where Spotify is not available. Provided below is 2 lists; Countries Spotify is available in and Countries I’d Recommend To Target. You can copy and paste these lists, and use as needed. List 1. Countries Spotify is available Canada, Costa Rica, Dominican Republic, El Salvador, Guatemala, Honduras, Mexico, Nicaragua, Panama, United States, Andorra, Austria, Belgium, Bulgaria, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Iceland, Ireland, Italy, Latvia, Liechtenstein, Lithuania, Luxembourg, Malta, Monaco, Netherlands, Norway, Poland, Portugal, Romania, Slovakia, Spain, Sweden, Switzerland, Turkey, United Kingdom, Bahrain, Hong Kong, India, Indonesia, Israel, Japan, Jordan, Kuwait, Lebanon, Malaysia, Oman, Palestine, Philippines, Qatar, Saudi Arabia, Singapore, Taiwan, Thailand, United Arab Emirates, Vietnam, Algeria, Egypt, Morocco, South Africa, Tunisia, Argentina, Bolivia, Brazil, Chile, Colombia, Ecuador, Paraguay, Peru, Uruguay, Australia, New Zealand. List 2. Countries I would recommend targeting from a Western/North American perspective & have given me the most return on investment. Canada, United States, Austria, Belgium, Denmark, Finland, France, Germany, Greece, Cyprus, Czech Republic, Iceland, Ireland, Italy, Liechtenstein, Luxembourg, Malta, Monaco, Netherlands, Norway, Poland, Portugal, Spain, Sweden, Switzerland, United Kingdom, Hong Kong, United Arab Emirates, Australia, New Zealand. When you select the interests that people like, that you want to target, I’d recommend simply selecting Genres or Artists similar to your music (E.G Boom Bap, J Cole, etc). You can target people who also like Spotify to make your target audience more defined. (This feature is only available through Ads created through facebook) How Much To Spend When sending people to your Spotify through Instagram & Facebook Ads, The Cost Per Click (CPC) becomes more expensive the more you spend daily which isn’t good for you. For example, if you spent a $100 daily over time, the cost would likely go up to about $1 Dollar Per Click based on the quality of your Ad. But if you spend at most $5-10 daily over time, the cost would be about $0.10-0.20 Cents Per Click. So ideally, if you want to get the most return for your marketing budget and your Ad isn’t based on immediate urgency, $5-10 daily would be your optimal budget As long as your music is quality & engaging, your CPC will be relatively low. Where To Send Your Ad Ideally, you want to send your Ad to an automatic Follow/Pre-Save Gate. They’re simply links to your tracks, which automatically have the listener save your track & follow your profile once clicked. This is good for 2 reasons
Distrokid (who Spotify actually have a minority stake in) has a tool that lets your fans pre-save your music & follow you called hyperfollow. So if use them, make sure to check it out. If not, you can click this link for a discount on their services. https://distrokid.com/vip/seven/941453 Alternatively, you can create a custom playlist that features your tracks and send traffic there. This will increase your overall streams and allow you to edit and rearrange tracks freely as opposed to the rigidity of your Spotify profile. Finding Spotify Promoters The easiest way to start, is to simply type your desired genre (preferably sub-genre for best results) in the search bar. Once you’ve done this, go to the playlists sections and you’ll see a list of targeted playlists & the curators/users that made them. Many Spotify curators and general listeners are connected to the platform through facebook. Simply search the names associated with the playlists, on facebook search. Then you can reach out to them as such: Hey 'Influencers name', Hope all's well with you. I really like your playlist (You can also talk about tracks in the playlist. I had something I thought you might like but If not, no worries! (Spotify link) You can edit this to make this feel more natural to you, just try and keep the fundamentals It’s important to remember that some of the people who created these playlists, are just music listeners and not professionals. So just be chill, don't be labeled as the person who harassed people. Its one of the worst things you can do to your brand. Additionally, you can submit your track to Spotify promoters through sites like submithub. The more playlists they’re added to, the more Spotify registers as engagement for your track. Viral Strategy Something you’d want to consider doing, is releasing legal covers on Spotify. It may surprise some of you, but its quite easy to do. Distrokid will you help get a cover license for just $1 Per Month. When you’ve secured a license, use the Instagram Ad strategies I mentioned earlier. This will help grow your followers on Instagram & Spotify simultaneously through Ads. It will also grow a lot more organically, due to the viral effect that covers have. You’re essentially leveraging the marketing power and brand of a more popular artist. Tik Tok has also become a really good place for covers too as it currently has the most power to make content go viral organically. A simple strategy to use, is to simply upload a cover of a trending song there and use the hashtags #Artistname #Songname #Cover #Foryourpage Goals To Target From my research, The best way to get the full treatment from Spotify’s algorithm playlists, is to have a well engaged track with about 20,000 plays and 10% Save ratio (Saves/Listeners*100). Their algorithm supposedly takes up 6-8 weeks to fully take effect after release so put the work in before then. |