Why Should Educational Institutions Market With Spotify?
Spotify stands tall and proud as the leading music streaming service worldwide. With 140m+ active users across 60+ countries, the platform has an extraordinarily broad reach, and it is continuing to grow all the time. So why exactly is this good news for colleges and universities?
The reason that educational institutions should be coming to attention with all the alertness of a startled meerkat is that, according to Spotify, millennials are 94% more likely to be active on the platform. Spotify’s largest demographic is the 15-24 age bracket, meaning that the majority of potential students that institutions are trying to engage with are actively listening.
Spotify, being very well aware of the scope of this audience, is able to use factors such as geography, time of day, and playlists/genres in order to determine the best targeting strategies.
Playlists are an excellent example of how these targeting options can be put in to practice. You could, for instance, choose to target one of Spotify’s many study-related playlists during the height of the A-Level exam period. Any potential student could be exposed to your brand whilst they study, naturally hitting them when they’re at their most motivated and inspired.
These targeting strategies are divided into three categories; Audio, Video, and Display adverts. Institutions can implement their targeting strategies through these channels and make sure their brand is hitting the right audience through Spotify.
As a music streaming service, the audio adverts are relatively self-explanatory. Non-premium Spotify users are required to intermittently listen to advertisement breaks during their listening (much like on the radio).
These can be targeted towards potential students to promote open days, clearing, or brand awareness. Spotify can determine which genre is most popular with 16-24-year-olds, for example, and at what times they are listening most. This might then be the perfect time and place for your college or university to advertise.
Spotify offers a carrot-on-a-stick approach to incentivise users to watch video adverts on their platforms.
These are referred to as ‘Sponsored Sessions’, whereby a user can unlock 30 minutes of ad-free listening by watching a video advert and viewing clickable display units afterwards.
On top of this, there’s also the possibility of sponsoring video ad-breaks.
Overlay adverts can provide a highly visual call-to-action, visible whenever a user returns to using the Spotify app. Additionally, the traditional options of banner adverts can be placed across all of Spotify’s platforms, from the desktop to tablets and smartphones.
It’s clear to see then that Spotify has a treasure-trove of advertisement opportunities for both colleges and universities. Here at Touchpoint we’ve been working alongside Spotify since 2009 and were one of the first agencies to begin producing Spotify campaigns. Our expertise could be exactly what your institution needs to bring a brand new angle to your next student recruitment campaign.
Do feel free to get in touch with us and discuss the possible ways you can include Spotify in your marketing strategy.