As the Social Media & Content Marketing team in our Freemium department, we are the strategists, creatives and operators powering Spotify's network of social media handles. We captivate audiences with innovative social storytelling and build communities around a shared love of listening.
Spotify is well known as the global leader in music streaming. However, we are trying to shift perception of our brand from a MUSIC company to a place for LISTENING — to music, podcasts, speeches, audiobooks and other audio formats of the future. Podcasting is still a relatively nascent format, especially in terms of consumer habit. Generally, our endemic music audience is not as receptive to podcast messaging -- music and podcast audiences, at the highest level, represent two very broad but distinct cohorts.
How can Spotify evolve its social media approach to shift perception that it is the world's best platform for listening? How do we leverage our leadership position in music to grow awareness, understanding and ultimately consumption of our other audio products?
We command a sprawling ecosystem of owned and operated social media handles across platforms, regions, languages, and interests. In some cases, we do not have well established official brand presences through those handles. We are interested to see how we can activate our current network in pursuit of our goals, as well as strategically enter new platforms.
