Spotify Growth Strategies for the DIY artist.
Updated: Oct 10
Independent music artists represent the fastest-growing breed of the global recorded music industry. With popular audio streaming platforms such as Spotify, every day hundreds of independent artists are releasing new music. The opportunities for these artists to gain fame and growth are endless like never before.
If you are an artist on Spotify, chances are you have already delved yourself into the pool of possibilities on building up your follower-ship, which is a great way to increase your overall visibility and your chances of getting on exclusively curated playlist increase dramatically. Followers are windows to your potential fan base and there are things you could do that would help you lock down the existing fan base and help you build up more followers.
Be Out There
We all know that artists tend to be a bit sensitive, when it comes to their creativity. Meaning it only takes few criticsm to have them thinking about quitting or moving on. Putting your work out there will help you focus and gain confidence. You might want to get an artist account on Spotify, after which you can build your playlist and market them around. Followers help you keep motivated and are a good way (but not the only way) track progress that in turn increases your visibility and the chances of getting onto exclusive playlists
What are the speediest ways to get your music beating into anybody's ears and make a potential follower? It is to find a way to sneak into their playlist. There are curated playlists, which require you to send an email with your track or EP to the curator and, well, wait because they have a lot of submissions to review. Till then, you can always make your playlists and market them around. Ask your friends and family to show some support.
It is probably the biggest visibility trigger out there if a blog or a website covers your music in it. Think of all the people listening to you out of curiosity and increasing your fan base. Blogs are also good if you want to connect with your fans and make things a little personal. Pictures and stories are a good way to connect.
Supporting Other Artists
A good way of marketing (and learning) is to be nice to your music business counterparts. Showing your support to other artists, listening to their playlists, and sharing their music in your social circle is a good way to show your fans what kind of music you are into and will hopefully sneak in some followers your way too.
we know that building up an email list sounds a little old school and also a tedious task but once done it can serve you multiple ways in advertising. Not only is it effective for visibility if you might ever grow to have your shows or offer promotions and discounts for your followers, but this is also an effective and personal way to do.
Spotify Scan Codes
Don't be shy to share your Spotify follow links and QR codes (www.spotifycodes.com) on all your social accounts and wherever else you can for people to easily find your artist profile and tracks.
Focus On The Content
Want the algorithm to notice you, one thing that might be useful is to focus on the content you produce. Good content is what gets you out there no matter which medium you are on. You can show your presence on other mediums like Instagram that helps you to put yourself forward to your followers.
Collaborate with other artists, so you can benefit from each other's fan bases and followers. If you are wearing somebody's product make sure to tag them. If you are using any service for free make sure to tag them, thank them, and include them in your links and stories. If you know some fellow artists doing the same type of music you are into then maybe you can feature together in a live story or share a gig. The possibilities for a congenial digital native is endless.
Consistent And Positive Content
One of the things that content has to be is consistent. That said, you need to sit on it and work out what needs to be done in a way that reflects your taste and keeps your fans interested day after day. Positive content highlights the best part of your artist journey – in this case, that would be your singles, which you should float every few months to keep you in your fans' memories and playlists.
Frequency Of Content
The regularity of the content essentially depends on what kind of artist you are. It's hard for artists to churn up songs every week, so recommended are monthly singles. Also, regularly releasing tracks would help you sharpen your vision for craft and in time, eventually, you would know both your audience preference and your style.
Promotion Of Spotify Releases
You might want to do a buildup of audience before your release, and you can do that creating hype that gets you more pre-saves on Spotify – an option that will notify your followers when you do a release. You can use the other social media accounts and upload media related to your upcoming track. Instagram, Twitter, Facebook, YouTube, SoundCloud, and whatever other accounts you have can be used for the purpose. Create banners, share stories, and engage followers to excite them for the release. And don't just stop at that, keep on promoting after release for so those who missed the pre-release hype can catch up.
Use all your social media platforms for marketing your Spotify playlist and artist profile. Again, the drill is the same; consistent and engaging content will get you more followers than waiting for your time to be included in a curated playlist.
This feature is amazing in helping you bring yourself closer to the fans. Talk to them, take their requests, play covers, do whatever you can to keep them hooked, and build a loyal fan base that sticks through seasons. Campaigning, Marketing, And Re-targeting For Independent Spotify Artists
If you are a Spotify Freemium user, you are probably familiar with the ads that lunge in after every few tracks. But these aren’t just your regular ads, but specifically designed marketing campaigns that make for better user experience while the audience swipes playlist after playlist.
Spotify’s Unique User Platform
Spotify’s distinctive approach in audio streaming has made it possible for them to gather extensive and diverse data from across the globe because of which it has vast amounts of data about users from all around. Streaming preferences, playlist selection, sign up details, follows and followers determine the trends of the users on Spotify, which helps the advertisers for personalized marketing, an exclusive advantage that Spotify has over other media platforms.
Spotify Ad Campaigns
Spotify has its very own Spotify Ad Studio, which is like a self-service for ad content creators. It’s easy to use interface makes it easy to reach the target audience. The audience is selected based on their location, interests in music, age, and gender. Once the target is locked and the budget set, all you have to do is wait for the data insights that should help you in further modifying the ad campaign creating outlines for future reference, testing, and analysis.
Spotify’s ad platform allows artists and non-artist marketeers to share their music and adverts in short thirty-second (or less) audio, that finds the relevant free users on the app. Spotify launched a new analytic tool in 2019 to help artists and marketers to assess how their ads are working. This new tool had extensive data that provided never before seen details. This didn’t just analyze who was clicking what and how many times but also broke down whatever happened next. Did a particular ad turn someone into taking any further action like adding a song to a playlist, adding it to favourites, or listen to it on repeat? These analytics serve well for emerging artists who are eager to grow their existing fan base and gain some popularity. Overall it gives them more control over their marketing content and audience. And this ensures that not only listeners but artists also keep on using Spotify as their priority platform if they want to reach out to more listeners.
But that isn’t just it, there are more things the promoting artists on Spotify can do to boost their current fandom and gain some more followers.
Relatable User Generated Content
Advertisements are not only about the brand, in current trends, but most advertisements are also seen to be very consumer-based. Ads on Spotify are specially targeted to consumers based on their experience of the app. You know what kind of music you make, and what is a preference of one set of listeners is not necessarily the preference of the other listeners. So Spotify users are targeted through their demographics, type of device they are using, the playlist they are listening to, how many songs make it to the heart, and other data inserting their ads into real-time streaming.
Spotify listens to its users more than the other way around. The launch of Spotify Ad Studio is a new wave for marketing and business model developers to gain access to their consumer’s preferences. Apart from general user data, they also have access to more specific data, which comprehends various user reactions to a particular ad campaign.
The marketers now have more control over their content and testing the deliverability and functionality of the ad. Determining if users clicked on the ad, skipped through, or listened to it, and more.
This targets specifically the fans of an artist you are promoting. Listening behaviours are identified along with playlist likes and follows. Any campaign, which is promoting a musical event or celebrating a special artist the ad should be specific and mention nothing else.
Building A Successful Spotify Ad Campaign
Your brand’s (or band’s) quintessential sound should be the focus of your campaign for this platform, most of the brands on regular platforms deal in images, pictures, and texts only to communicate, not really needing or understanding how a sound affects a brands image. Streamers, podcast listeners on Spotify react the way your brand sounds, especially with the rise of video ads, digital podcasts, and audio streaming. It is essential to strategize the tone of your campaign to match the preferences of your target audience and divide your potential targets into groups and subgroups. Make use of the personal type interface of the platform and devise your campaign to be relatable and exciting.
Re-targeting And Recency
You can now reach more followers than ever by using re-targeting codes (like Facebook pixel) that help gather data of recent ad visitors. This usually involves a sequential advertising strategy based on the recent behaviour of visitors on your website or social accounts. This data then further helps to re-target the said audience from various platforms. If you have a decent following on Instagram that you would like duplicated to your Spotify account, the re-targeting strategies will enable you to do just that and maybe more. The number of times your ad pops up on a potential follower’s screen on multiple social accounts will act as a subtle reminder of something they have previously clicked on, viewed, and maybe liked.
Make Re-marketing Personal
Funnel concept, which is the awareness that leads to an interest that leads to desire, which leads to action is a targeting concept. Moreover, re-marketing is quite so equivalent to the concept. At this stage of marketing, you can take your fans further and build a personal connection with them based on their activity on your site or page. If there’s someone who clicked on your profile or stalls on your page, maybe they need a follow-up reminder. You can also tell when someone ignores your ad and simply swipes right away so that the system doesn’t waste more time after someone who was never into your music anyway.