Playlists as content marketing – sharing digital music mixes a marketing trend to watch

playlists as content

PLAYLISTS CAN MAKE GOOD CONTENT – HELPING TO BUILD BRAND IDENTITY AND ENHANCE CUSTOMER EXPERIENCE

Social media success takes, among other things, great content and personality. True online influencers find and share things which reflect their values and that their followers might also be interested in.

Maintaining a profile on a music streaming service such as Spotify and offering playlists as content is one way in which brands can build their identities and relationships with their customers. And it costs very little to do.

PLAYLISTS ADD EXTRA VALUE TO THE CUSTOMER EXPERIENCE

Understanding your customers’ or followers’ behaviour is important in starting to build better relationships with them. Think about what they do alongside the product or service you offer. Might music enhance this? Do they need an accompanying soundtrack?

playlists as content

Parties, weddings, running/workout, babies, travel and driving are some of the common themes people search for playlists around. Provide this music for them. Surprisingly few companies do. Take advantage of an easy opportunity to create something novel and relevant to them.

GET CLOSER TO YOUR AUDIENCE – FIND A NEW WAY INTO DAILY LIFE

In this busy, digital world brands must work harder to find their way into people’s lives and get their messages heard. Context marketing, defined as delivering brand messages at a relevant time for the consumer, is a technique we’re going to see more of.

Services such as Spotify offer virtual content of particular value in the real world. They are part of everyday life for many people – providing escapism, motivation and entertainment during downtime such as the daily commute. People may rarely visit your premises in real life, but can still experience a connection to your brand, physically and emotionally, each time they use one of your playlists.

playlists as content to build relationships

By joining and contributing for free to these communities through useful curation you may also gain favour from people who pay to avoid advertising content.

PROMOTION OF PLAYLISTS AS CONTENT ON OTHER PLATFORMS

Promoting playlists should be part of your content marketing or blogging strategy. Using existing relationships on social media platforms to highlight new, additional content elsewhere.

Pull&Bear have a number of Spotify playlists. Promotion of which includes through their Instagram account. They do this while also showcasing some of their products. Clever – showing products is context is a good approach to marketing on Instagram.

playlists as content for PR and social media

BRAND-CURATED PLAYLIST EXAMPLES

Urban Outfitters

They know what is relevant to their customers. They use playlists as content to support social, community building activities. Their blog features themes including lifestyle, food and music.

Louboutin Does New York

The luxury shoe brand offers an eclectic mix focussing on songs about one of the world’s fashion capitals.

Starbucks Guest DJ: Brittany Howard (of Alabama Shakes)

A good PR move – celebrity partnerships can help to gain exposure with their fans and in news and music media.

Victoria’s Secret workout mix

This ties in with one of the main reasons people use playlists –  for workout inspiration. It also builds on the ‘train like an Angel’ mantra popular among their fan base.

Anthropologie’s wedding mixes

The older sister brand to Urban Outfitters has many playlists, with a number centred on key events their customers may need music for. Two examples are their marital-themed mixes – for the wedding breakfast and pre-wedding ceremony.

MGM Grand resort in Las Vegas

Their playlists are themed for different functions of the hotel, such as a relaxing spa treatment soundtrack.

H&M in-store music

Although long at 231 songs it’s a good selection of upbeat, pop music mainly by lesser-known artists.

Create your own playlists

Creating Spotify playlists is really easy. Once you’ve made a few don’t forget to promote them through your existing social media channels. And get creative when using Instagram – showing someone listening to your mix is a popular way of doing this.

Find me on Spotify – my collection includes a number of wedding playlists.

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