Amplifying dylAn's "Intertwined": A Deep Dive into Spotify Advertising Success

Intertwined by dylAn

One of the newest tools in a musician's arsenal is Spotify advertising. Advertising on Spotify become an essential tool for artists looking to expand their reach and engage with new listeners. At Wayward Publishing, we're always exploring innovative ways to support our artists, which is why we recently leveraged Spotify's powerful advertising platform for our client dylAn's latest single, "Intertwined." Released on October 18th, this track has already made waves, and we're excited to share how our strategic use of Spotify advertising contributed to its early success.

Understanding Spotify's Advertising Arsenal

Before we dive into the specifics of dylAn's campaign, let's explore the robust advertising options Spotify offers to artists and labels:

1. Spotify Ad Studio: This self-serve platform allows advertisers to create audio ads that reach listeners during ad-supported sessions.

2. Marquee: A full-screen sponsored recommendation of new releases to both free and premium listeners when they open the Spotify app.

3. Discovery Mode: A tool that prioritizes specific tracks in Spotify's personalized listening sessions like Radio and Autoplay.

4. Showcase: Spotify's newest offering is a featured banner on the Spotify App homepage, which we chose for dylAn's campaign. You choose a headline that best fits your ad campaign.

Headline available to choose from:

• You might like

• Releasing music soon

• On tour

• New Music

• Recently released

• Release anniversary

• Getting buzz

• Seasonal vibes

Spotify Showcase for Intertwined by dylAn

Spotlight on Showcase

Showcase is a sponsored recommendation that appears as a mobile banner at the top of Spotify's Home tab. It's designed to help artists share their music – whether it's a new release or a deep cut from their catalog – with listeners who are most likely to engage. What sets Showcase apart is its flexibility in timing and targeting, making it an ideal choice for dylAn's "Intertwined" release strategy.

Campaign Overview: dylAn's "Intertwined"

For dylAn's latest single, we implemented a 3-day Showcase campaign from October 18-20, coinciding with the track's release. Our goal was to maximize exposure and engagement during this crucial launch period. Here's a breakdown of the initial results:

• Impressions: 10,237

• Clicks: 295

• Converted Listeners: 68

• New Active Listeners: 67

Analyzing the Impact

The campaign's 0.74% conversion rate might seem modest at first glance, but in the world of digital advertising, this is a solid performance. More importantly, the quality of engagement tells a compelling story:

1. Streams Per Listener: Each converted listener streamed "Intertwined" an average of 1.43 times, indicating that those who clicked found the track appealing enough for repeat listens.

2. Intent Rate: A remarkable 13.24% of listeners who engaged with the ad showed intent to stream the track again, suggesting strong potential for long-term fan growth.

3. Save Rate: 8.82% of converted listeners saved the track, with 20 saves directly attributed to the campaign. This is a crucial metric, as saved tracks often lead to continued engagement.

4. Playlist Adds: 5.88% of converted listeners added "Intertwined" to their personal playlists, an action that significantly boosts a track's long-term performance on the platform.

Current Performance Metrics

As of October 20th, just two days after release, "Intertwined" has achieved:

• 459 total streams

• 229 unique listeners

• 166 Canvas views

• 99 saves

  
  

These numbers are impressive for a new release, and our Showcase campaign played a pivotal role in achieving them. By introducing the track to 67 new active listeners and reactivating 1 previous listener, we've expanded dylAn's audience and set the stage for organic growth.

Insights for Future Campaigns

While the campaign was successful overall, we've identified areas for potential improvement:

1. Segment Targeting: Our data shows that the campaign was most effective with potential new listeners. In future campaigns, we might allocate more budget to this segment while refining our approach to super and moderate listeners.

2. Creative Optimization: With a click-through rate of 2.88%, there's room to enhance our ad creative to boost engagement further.

3. Timing Strategy: The immediate impact of our release-day campaign suggests that timing is crucial. We'll continue to experiment with campaign duration and timing for maximum effect.

Conclusion

Spotify advertising, particularly through tools like Showcase, offers a powerful way to amplify new releases and connect artists with their ideal audience. For dylAn's "Intertwined," our campaign boosted initial streams and laid the groundwork for sustained engagement and fan growth.

We're committed to staying at the forefront of digital music promotion at Wayward Publishing. By leveraging platforms like Spotify and continuously refining our strategies, we ensure our artists' music reaches the right ears at the right time.

Stay tuned for more updates on dylAn's journey and our ongoing exploration of innovative music marketing strategies!