FanHero的动态

Spotify is a Marketing Platform, NOT a Monetization Platform. To make some noise, shout out: "I Love Spotify!" Saying you love Spotify on LinkedIn is probably the quickest way to: 1. Lose a bunch of followers 2. Get people calling it names like ‘Vampire Squid’ 3. Hear about how little artists earn per stream—just 0.0004 cents! Just yesterday, someone showed off an old design for Spotify. And it felt like Deja Vu - all over again! But let's set the record straight about Spotify: 1. It's a place to get noticed, not to make big bucks. 2. It's more about spreading your music than earning from it. 3. It's closer to TikTok in style, not YouTube. Every day, people post super creative stuff on LinkedIn. Yet, no one complains that LinkedIn doesn’t pay its content creators! Yes. Spotify is not a Monetization Platform! But it’s a pretty good Marketing Platform. A platform for- Monetization as Marketing #monetization #marketing

Whoa...sounds like I need to gather my peeps and start creating short content and make some cash. I'd love you all to weigh in. I have no idea how hard that is or if the money is worth the effort. What say you? Can you say "Collaborate?" imdb.me/maggieegan #spotify #YouTube #instagram #tiktok #contentcreators #spotifyforcreators #videopodcasts #videocreators

Spotify Will Pay Video Creators to Compete Directly with YouTube. For more on, check out my summary below. Spotify will begin paying creators for video content based on engagement from paid subscribers, starting January 2, 2025, in the US, UK, Australia, and Canada. Automated ad breaks in video podcasts will be turned off for paid subscribers to encourage more viewing and listening. This move positions Spotify as a direct competitor to YouTube, which already shares billions of dollars in ad revenue with its creators. A move Instagram and TikTok Since launching video podcasts in 2022, the number of video creators on Spotify has more than doubled each year, reaching over 300,000 as of late 2024. ??Fun fact: Video consumption hours on Spotify have grown faster than audio-only consumption year-over-year. Creators will have access to a "Spotify for Creators" hub, allowing them to check payout eligibility, view breakdowns, and access advanced analytics. The platform will include the ability for creators to upload short, vertical video clips to enhance their content. This should allow content re-use from other shorts platforms as well Spotify's video payout model is based on consumption by paid subscribers, designed to incentivize creators similarly to existing platforms but with potential differences in payment structure. However, in the usual platform fashion Spotify has not disclosed the exact payment calculation methods, it assures creators that the payouts will be competitive with other platforms. ?? With Spotify now paying video creators based on engagement, do you think this move will disrupt the dominance of YouTube and trigger Instagram and TikTok to follow suit? #creators #music #sporify

It costs money to make good content, actually.... Spotify CEO Daniel Ek sparked controversy by suggesting the cost of creating content is "close to zero," implying most of it becomes obsolete quickly. While Daniel Ek later clarified his point about the proliferation of content due to cheaper equipment, creators highlighted the significant investments in education, gear, and time to produce high-quality work. This debate underscores ongoing concerns about insufficient compensation in the digital age. #ContentCreation #DigitalEconomy #FCA Andre Fonseca For more details, read the full discussion on the topic. https://lnkd.in/gS4A3xnR

Some important releases for the creator ecosystem were announced yesterday from the Spotify LA's campus. It was during the Now Playing event, here some highlights: ?? Spotify for Podcasters has now become Spotify for Creators. This rebranding come along with new in-depth analytics. ?? Video creators in the English speaking markets (to start with) will be able to expand monetization opportunities through the Spotify Partner Program. Premium subscribers will get to watch video episodes without ads, whilst creators would still get paid through Spotify Premium Payouts. ?? New features such as short clips & thumbnails will enhance discoverability and will empower creators to better promote their content across the platform. Watching in the foreground and listening in the background is a seamless experience more than ever in Spotify. More info ?? https://lnkd.in/daDsYnqF

Spotify's top funnel marketing strategy is to make people feel special. Whether it's through their annual "Spotify Wrapped" personalized presentation or their recently-trending "Daylists", Spotify never fails to make consumers feel like their taste in music is unique and worth sharing with the world. And they've earned billions (I'm assuming) of UGC impressions as a result of making people feel special. Who wouldn't pay the streaming giant's (extremely reasonable) subscription price to share their totally custom and occasionally overly-personal "Daylist" with their social network? Great work Spotify, you're challenging the industry to do more than play a game of volume (music pun intended). Also, yes. This is an actual screenshot of my daylist. I'm sharing it confidently. Don't like coastal cowgirl monday morning? Too bad. #marketing #spotify #ugc #advertising

For an undisclosed amount, Spotify has struck a deal with creator owned-and-operated video platform, Nebula. Is this a "win" for content creators? Sure, they got paid, and Spotify distribution will bring awareness and legitimacy to their brand and content. But this isn't a deal to evaluate in isolation. Spotify has been consistently investing capital into content for years. And although Spotify's CEO has openly admitted to overpaying and over-investing in content deals (e.g. Joe Rogan Experience), Spotify's growing content catalogue has solidified its place as a top consumer destination for audio (music + podcasts). What's ahead? Spotify will continue growing music adjacent content supply and monetizing it. Simultaneously, the company will attempt to broaden its platform appeal by bringing new forms of content for consumers and advertisers. Here's how these content deals will play out for Spotify. 1. Spotify pays for content (podcasts, videos, audio books) as a bet to diversify content supply beyond music. Let's go with video for this example. 2. 10% of users actually try to watch the video content (most are free users) 3. 2% of users actually form a regular habit around video content on Spotify 4. Spotify tries to recoup content costs with video ads (for free users) and increased Premium pricing for paying subscribers (including those who don't watch the videos) 5. Some Premium subs churn as a result. Others accept the higher price. 6. Depending on the impact of ad revenue + net revenue retention for Premium, Spotify will either ease-off of video content partnerships (i.e. relative content cost is too high), or bet more on video content acquisition / production. What do you think will happen?

Spotify has recently expanded into the creator economy with a new push to integrate video content as a central focus of the platform. On Wednesday (11/13), the company announced the launch of its new Spotify Partner Program that will offer audio/video creators more opportunities to monetize their content. Creators will now be able to earn revenue every time an ad monetized by Spotify plays in an episode, and through payouts from Premium subscribers “based on how much their fans stream their content” according to the company. Spotify emphasizes that this new Partner Program will support both audio and video creators, as the separation between the two continues to fade in the “emerging multi-format media world.” The platform’s video presence has seen tremendous growth, with over 170 million users have streamed videos on Spotify this year— surging from 2019’s number of 10 million. The number of video creators has increased 50% in the past year as well, with over 300,000 video podcast shows on the platform. With the new Partner Program, Spotify is also diving into the realm of short-form video content. Creators can now upload their videos posted on short-form platforms such as TikTok and YouTube Shorts directly onto Spotify — a feature currently available for a select number of markets including the US, UK, Canada, Australia, and Singapore. As for the audience experience, Spotify has implemented personalized video recommendations and a following filter for users to better engage with their favorite creators. Yet, Spotify has made it clear that it differentiates itself from other short-form video platforms. With its new Partner Program, the company instead aims to “help people find their next favorite shows where they are ready to immediately listen or watch, ultimately driving more streams of full-length episodes.” It will be interesting to see how these updates play out! You can learn more about the new launch here: https://lnkd.in/ewWYEe3k Esquire Group Inc. Colin Connolly

Spotify's big bet on original content over marketing spend While Spotify saw strong subscriber growth and profits, they made a surprising move: Cutting marketing spend and instead investing heavily in original podcast and audio content. It's a bold strategy to differentiate from music streaming rivals. By offering unique, engaging programming, Spotify aims to reduce churn and drive growth. As a marketer, this caught my attention. A leading brand shifting from pure performance marketing to owned content as the key growth lever. It makes me wonder if we'll see more brands trying to become media companies themselves. What are your thoughts on this approach? Is original content the new marketing? Let me know your take in the comments. ___ I'm Lawrence, fractional CMO and founder of MarketingHero. I share daily insights and news here to help fellow marketers stay up-to-date on the latest trends. Follow me for regular updates.