Spotify & the use of big data in marketing campaigns

‘Thanks 2016, it’s Been Weird’ Campaign

Just How Big is Big Data?

90% of the entire worlds data has been created within the last 2 years, and it is expected that by 2020 there will be 5,800 gigabytes of data for every single person on earth. With this huge trend seeing no end, the question in’t if a company should incorporate big data into its analysis, but when. Spotify is a great example of a company who has used big data really well in their marketing campaigns.

Spotify has always been pivotal in the use of customer data. The first main step they took was the integration with Facebook in 2011. This joining allowed users to see what their friends had been listening to.

Spotify gather data from listeners every time they play a song, follow a playlist, create a playlist etc. The average listener spends 146 minutes a day listening to the service. Due to the number of users and the amount of time they spend on Spotify, there is a huge amount of data available for collection. Because of this data collection, they have been able to generate really compelling content.

Spotify’s Most Notable Campaigns
Photo of Brexit BillboardSpotify published their best known campaign at the end of 2016, titled ‘Thanks 2016, it’s been weird’.  The campaign came as a result of their collection of big data over the year. Spotify succeeded in creating a campaign surrounded by relevant content, developed from trends throughout the year. By looking at users listening patterns, they were able to create hilarious billboards and posters based on listeners weirdest habits.



spotify's use of big data during US election
Spotify’s Ad Based on US Election

Spotify try to revolve their marketing campaigns around important events happening around us. One example of this stems from the data that they collected from listeners around the time of the recent US election. Listeners created lots of playlists around this time with the title ‘moving’ in them. This is because there was a lot of talk about people moving to Canada from the US if Trump was elected. Marketers had a huge platform to create content on, based on what listeners are feeling. They made the most of the pretty dull political situation and their listeners sentiments, and created an effective short video. Again, this shows just how marketers can use big data to create campaigns that will appeal to people.

Spotify has a knack for creating campaigns that people take notice of. Spotify’s campaigns are so appealing because they are based on real people. Everybody listens to a weird song every now and again. But when Spotify put on a ginormous billboard that someone listened to ‘Sorry’ 4o times on Valentines Day, it’s a lot funnier. It’s clear Big Data is only going to continue to grow, and it will be vital for marketers to utilise it in their campaigns.