Target Market of Spotify

Music plays a huge role in everybody’s life. It is such a wide phenomenon, and people’s tastes regarding it vary. Some like seventies music, and some other people like the pop music of our days. Regardless, it is pretty convenient to have all your favorite tunes somewhere accessible. It feels nice to have a tool that auto-plays your music. You can also find some new tunes through this app. It is probably easy to guess that we are going to talk about Spotify in this blog. We are going to cover a few aspects of its marketing to discover the secrets behind its success.

First and foremost, we are going to take a look at one of the campaigns of Spotify.

The 2021 campaign of Spotify is one of the best ones that the company has ever come up with. Every year, towards the end of it, Spotify makes an annual campaign. Through that campaign, the company introduces people to a personalized section. There they can view the songs that they listened to most, the podcasts, and artists throughout the year.

Well, 2020 was rough, and it introduced a deadly virus to the world. That year took a lot of adjusting and a toll on lots of people’s mental health. 2021 was another strange year. The virus was still happening, but the world has sort of gotten used to it. So, in a way, sarcastically, Spotify named its 2021 holiday campaign ‘Totally Normal’. This way of living has been becoming the new normal that definitely takes adjusting to.

The individualized clips people see of their activity in the past year are not all of it. Spotify has also included some video games, short clips of different artists, stories, and other components. This enables users to, in a way, take a look back at their year.

There is also a feature that enables users to share those short personalized clips on other social media networks. For example, Facebook, Instagram, Snapchat, you know the drill.

Let us briefly talk about some of the other features of the campaign.

One of them is called ‘The Movie’. This links some of the favorite songs of the users to certain ‘fight scenes’, or dance theme music.

‘Audio Aura’ is another fun one. This gives insight into the most common moods of the users in the year. This represents them to their aura in a way.

There is a game called ‘Playing Cards (Two Truths And A Lie)’. Everybody is probably familiar with this game to some extent. You are introduced to three options. You have to choose which one of those is false information. It is kind of like multiple choice.

‘Wrapped 2021: Blend’ is another feature. This allows users to essentially share their music taste with their friends. They can also co-stream this combined playlist with others. And, of course, they can share their playlists on social media.

Probably the most unique and thoughtful feature is ‘Artist Videos’. Spotify collaborated with over 170 artists. They all created their own thank you videos. And those will randomly pop up while users are simply streaming their favorite music.

The last feature is ‘Best New Podcasts’. This one contains a list of leading new and most listened to podcasts on Spotify.

The creator of this campaign is Alex Bodman. The latter is Ziad Sultan’s senior director of product for personalization. A number of data scientists and local agencies worked on this project. The aim was to accommodate the campaign to the 33 marketers that were participants.

The media investment for this campaign was an area that Bodman did not hugely focus on. In spite of everything, this campaign was going to become the most significant, most impressive, and effective movement of the year.

Spotify also has a creative campaign called OOH. There we can see playlists that famous artists and everyday users have made.

Spotify also takes part in social events. For instance, on December 1st, Spotify collaborated with Brodo, a bone broth company. A truck then delivered some ‘good soup’ to New Yorkers.

Next up, we suggest discussing the communication strategy of Spotify.

Everybody listens to music. It helps people escape and visit a different world that they can easily relate to. For instance, during parties, there is specific contemporary party music that everybody listens to.

There are signature wedding songs that most people like to be played at their wedding. There are lots of Taylor Swift songs for everybody that has just undergone a breakup. So Spotify is here to tell us that “Listening is everything. Music is for everyone.”

No one can ever feel like an outsider when it comes to music. There are different dynamics that people enjoy. There are different moods that people have every day. On random walks, some people can not help but put on their headphones. Students love listening to music while doing homework because it helps with their concentration.

Employees listen to music while working because it boosts their energy, hence their motivation to work better. Some people even purposefully set their alarm to some music that will enhance their mood right after they open their eyes in the morning.

Everybody belongs in the world of music. Everybody deserves to find something in the world of music that is close to their hearts. Music has a remarkable ability to connect people from different sides of the world. Fans of the same artist go to their concert from various locations. And one thing that connects them to each other is their favorite tunes that they love listening to.

You do not have to play a musical instrument or write lyrics to get yourself included in this world. You can simply download Spotify and keep your favorite tracks in one place. Share them with your friends, the people that you connect to in your social media accounts and your family. We already talked about how Spotify has some awesome features on its stories.

So, even strangers can see your taste, and why not, find new music they enjoy. It is an ongoing chain of people relating to each other, introducing one another to new tunes, and simply having fun. Music indeed is for everyone.

And you know how sometimes people find people that do not speak weird or introverted. It is not because they match those characteristics. Rather, it is because they have a lot to say, and they would rather keep their feelings to themselves. Hence why listening is for everyone.

The logo of Spotify is a green circle, and inside we can see white music waves. The latter helps to clearly distinguish what kind of a brand one is dealing with when one sees the logo. The color green resembles calmness. Thus, the idea is that you will always find peace when you go to your favorite app.

The waves also somehow signify the endlessness of the world of music. Once you enter it, there is no getting out. The music industry is incredibly rich, with numerous talented musicians putting out there what they do best. Because all music is kept on record, you can listen to a song you adore from any time you want.

You love Queen, but you were born in the 2000s? Still, you can enjoy their music. We have all seen that video where an audience is singing ‘Bohemian Rhapsody’ in front of a stage, and the stage is empty. There is nothing but a camera that is filming the legacy of the iconic band.

Last but not least, we are going to cover the revelation of the segment that Spotify has chosen to target.

Before doing so, let us watch this short video:

We are basically watching a bunch of people vibe to their favorite music in their cars. And none of them are about to stop the music and return to their daily duties, not yet.

One of them is supposed to join her soccer team. A pizza delivery guy is probably about to deliver some pizza. A woman is about to meet her family.

Right as the song ends, they finally leave their cars to go do the stuff they are supposed to do. But the pizza delivery guy does something that we are all guilty of. He replays the song and jams to it once again.

Now, what does this video tell us about Spotify?

The most obvious hint that we get is that listening to music keeps these people company.

And the second hint is that these people are not really socially active; all they need is a comfortable space.

Naysayers are the segment that Spotify has chosen to target.

What do we know about this segment?

Lifestyle and values:

Naysayers typically look at life from a practical perspective. They really care about consistency and permanence. This gives them enough security to live peacefully. A way to contribute to this, for example, would be having a roof over their heads.

This segment is not generally well adaptable when it comes to changes. Hence why they never took upon technology and its rapid advancement.

Instead, for avoiding confusion, Naysayers use tested but proven products, for example.

Naysayers do not really pay particular focus to career development. They tend to ignore the criticism of their family members and friends. It could be due to their insecurities.

This segment does not get stuff done until they absolutely have to. For example, unless they have an urgent reason to go to the doctor, they will not.

Naysayers do not like taking risks or experimenting with their actions. Appearance is not an area of concentration for them. Hence, they do not pursue up-to-date fashion trends and do not incorporate those in their styles.

Brand usage:

Because Naysayers do not care about looks, they purchase clothing for comfort. It is more important than style. Their practical outlook refers to their brand adoption as well.

Naysayers do not see the point of the difference between well-known brands and other ones. They do not make purchases unless they have to or unless something has gone wrong.

Naysayers do not have a high income because of their preferences with careers. That is why they have to be careful before they buy stuff. This segment considers twice before they make a purchase.

Naysayers actively search for discounts and special offers. They also enjoy shopping in second-hand shops. They would rather be provided with a good quantity of products than have one product of good quality.

Other interesting facts:

Naysayers adore spending most of their time at home with their family, either cooking or watching something. They follow sports but do not exercise. This segment is not fond of arts or cultural events. Naysayers are below-average readers and average radio consumers.

And that is how we wrap up the Target Market of Spotify blog. But you can always replay it… reread it, we mean. Or, if you love exploring different topics regarding the marketing sector, be sure to check out our main website. We regularly come up with new, engaging, and interesting content.