With more than 300 million active users, Spotify continues to be the world’s largest music platform and an important way for fans to discover and consume new music. More than half of Spotify users are using the ad-supported version of the app, so paid advertising on Spotify can help your music find its audience.
But how do you make an effective Spotify ad? This article has some quick tips to help you make the most of your advertising budget.
Set a Goal
Before you craft your ad, think about what it is you want to accomplish. Do you want to get more visitors streaming your songs? Do you want to sell tickets to an upcoming show or tour?
Setting a clear goal will help you evaluate if your ads are accomplishing what you want. Bear in mind that the minimum budget to run a Spotify campaign is $250, so you want to make sure that your ad spend is delivering value.
One this to be aware of is that Spotify ads may not return a high click-through rate since listeners are often doing other things while listening to Spotify. But that’s not necessarily a bad thing! The value comes mainly from raising awareness of your music.
Deliver a Clear Call to Action
The best ads have a clear and succinct message. The more information in the ad, the less a listener will remember. For a 30-second ad with music, aim for around 50-70 words.
Your ad should ask your listeners directly to do something. Do you want them to find your music on Spotify? Visit your web site? Buy a concert ticket? Spotify says that ads with a direct call-to-action have click-through rates that are three times higher than those without.
And remember, if you want your listeners to visit a website, keep that URL short and simple to say. No one’s gonna remember to find “www.h0tart1st.edu/myn3ws0ng/n3ws0ng.html”.
Keep It Casual
Unlike radio ads with their shrill voices, sound effects and jingles, Spotify audio ads are believed to be most effective when they complement the audio experience rather than distract from it. Remember, you want listeners to focus on your music. You don’t want them annoyed by your commercial.
If you’re going to speak over your music, use a casual, conversational tone to seamlessly connect with your music.
Consider the Context
Spotify allows you to target your ads into hyper-specific market segments, which will help you find exactly who you’re trying to reach.
For example, if you’re promoting a show in Atlanta, you’ll want to focus on users who live in or near the city to get the most out of your ad spend. You can also target users by age, interests, and the music genres they listen to.
You can also position your ad to run after songs that have a similar sound to yours by targeting playlist keywords. Playlist keywords hint at the listener’s setting, mood, genre preference, and even beats per minute. This is ideal for targeting users who already like your type of music. If you meet your listeners where they already are, they’ll be more likely to welcome your message. Spotify says ads that include playlist targeting have twice the success of those that don’t.
Get Personal
Thanks to ad targeting, it’s possible to deliver highly personalized ads on Spotify that engage your listeners directly. For example, for the band who wants to promote their show in Atlanta, you can make your ad personal by saying “Hey, Atlanta!”
Interested in starting a Spotify ad campaign? Reach out to Starlight PR to begin a 3 Week Social X campaign and grow your audience today!
