Eric Wei’s Post

Let’s write a TikTok strategy for Spotify… Now I know 3M is a LOT of followers, but Spotify has 639M users and TikTok has 1B users, so the maths ain't mathsin'. ❤️ 🎤 1) RAW CLIPS FROM OUR FAVOURITE MUSICIANS - live performances, behind-the-scenes footage, and upcoming music videos too… let us relive memorable moments, and get to know the artists we love better. People love seeing the process, and you want it to feel like Spotify has inside access. 🎥 🎙 2) BEST CLIPS FROM OUR FAVOURITE PODCASTS - post clips that will encourage people to comment, that are controversial. It’s mutually beneficial… Spotify wins because it’s good content, the podcasters win because it gets their pod out there. Again, allow us to relive funny / interesting / heartwarming moments with our favourite podcasters too. 💫 3) REACTIVE CONTENT - be ON IT with what’s trending at the moment and create content off the back of it. Everyone’s talking about Saltburn? Great, set up an interview with Emerald Fennel to discuss her choice of music in the film. 💚 🎙 4) SPOTIFY, THE PODCAST - the success of Vogue’s *73 Questions proves how much people love to know about their favourite artist’s lives… their favourite food, what they do on a non-working day, their fashion choices. Spotify being Spotify has the opportunity to partner with these artists and give the people what they want. Each episode is a different artist - DO IT!!! Alice Louise Smith, Rhiannon Hanson, Billie Baier, Lucy Edwards, Jade Greene, Callum Tate, Elaine Seow, Leroy Harris, Jon King, Elliot York, Rachel Ring, Foysol Ahmed, Ricardo Motti, Alexandra Flodin, Laura Kirkpatrick, Erick Morales Dondé, Tom Eccles, Lorraine Ní Annracháin, Ryo Murad, Benjamin Jarvis, Gabriel Mathews, Charmaine Dawodu check this out !! #TikTokGrowth #TikTokStrategy

I work with companies, often founder-led, with between 50 and 150 people. I’ve heard all too often: “our strategy is to increase revenue.” It sounds sensible and goal-oriented, but it doesn’t allow for real action—almost anything can be justified as “increasing revenue,” often pulling teams in different directions. Instead, effective strategy answers three key questions: Who are you doing this for? - If you can’t identify who you’re serving, you can’t build a product. What problem are you solving? - If you solve a problem, customers are likely to pay you. Why are you uniquely positioned? - Why will we win against our competitors Spotify took over Podcasts with a smart strategy The goal wasn’t simply “to increase users”—they could have achieved that with more marketing. Instead, they looked deeper at their audience and market: About 20%-60% of the population listens regularly to podcasts, including many Spotify members. The podcast space was split between Apple and Android, with few monetization options for creators. Spotify’s approach: Who are we doing this for? - Podcast creators and listeners looking for a better platform. What problem are we solving? - For creators: offering monetization and distribution tools that were missing in the space. For listeners: seamless discovery and high-quality content. Why are we uniquely positioned? - With an established music streaming base, monetization capabilities, and deep recommendation expertise, Spotify could provide a seamless, cross-platform experience. The result: Spotify is now the largest podcasting platform, holding 34% of the market vs. 28% for Apple. Its podcast strategy has made it a stickier product, contributing to higher recurring revenues and increased monthly active users (MAUs).

🚀 Could Spotify be the next YouTube for Creators? 🎧 Spotify’s new creator monetization program is an exciting move for podcasters. For the first time, they can earn based on 𝘃𝗶𝗲𝘄𝘀 in addition to ad-share options. At first glance, this seems like a win for creators, but the devil’s in the details. To qualify, creators need: 12+ episodes 📝 2,000+ unique listeners 📈 10,000 streamed hours 📊 This is far more restrictive than YouTube’s requirements for creators, which makes it challenging for smaller or emerging voices to take part. Plus, it’s currently available 𝗼𝗻𝗹𝘆 𝗶𝗻 𝘁𝗵𝗲 𝗨𝗦 𝗮𝗻𝗱 𝗔𝘂𝘀𝘁𝗿𝗮𝗹𝗶𝗮, limiting its global impact. While Spotify is definitely making strides to support creators, it has a long way to go to match YouTube's creator-friendly ecosystem. But, as always, 𝗶𝘁'𝘀 𝗮 𝘀𝘁𝗲𝗽 𝗶𝗻 𝘁𝗵𝗲 𝗿𝗶𝗴𝗵𝘁 𝗱𝗶𝗿𝗲𝗰𝘁𝗶𝗼𝗻. At Linkfluencer.io, we’re all about empowering creators with tools that make monetization 𝘀𝗶𝗺𝗽𝗹𝗲, 𝘀𝗰𝗮𝗹𝗮𝗯𝗹𝗲, 𝗮𝗻𝗱 𝗮𝗰𝗰𝗲𝘀𝘀𝗶𝗯𝗹𝗲.No complicated requirements—just smart links to help creators get the most out of their content. Let’s keep pushing for more inclusive platforms that enable every creator to thrive, no matter their size! 🌍✨ #CreatorEconomy #Spotify #Podcasters #YouTube #InfluencerMarketing #Linkfluencer #Monetization #ContentCreators

Em Rusciano has cracked a code that most creators can only dream of. She's the host of Emsolation, which was the first Spotify exclusive in Australia. After taking her show independent and launching EXTRA (her subscription) - she's converted more than 25% of her audience into premium subscribers. And plans to DOUBLE that this year. We just published a case study breaking down her entire playbook for anyone who wants to replicate those results: https://lnkd.in/guXUuMqV Want the cliff notes? Here's what she does that most creators her size and bigger completely misunderstand: Em's secret is that everything she does with Emsolation is oriented around EXTRA. It's the lifeblood of her business. She's not a podcast host who also has a subscription business. She's the founder of a subscription business that's fueled by a growing podcast and community. Take a look at her funnel - everything drives to EXTRA, from her IG to her YouTube, to her public feed. And she plans to be EVEN MORE aggressive with how she uses the public pod and social channels to convert listeners into premium subscribers. When I talk to creators and their teams - conversion rates into premium are always one of the main topics. And the answer I give when they ask how many listeners can we convert into premium subs is: it depends. It depends on how much you want to integrate your subscription into the business you're building. Is this just a bolt-on offer to deliver ad free listening to your podcast community? Expect a low conversion: < 1-2% But if you plan on making it the first place you send your community when they ask how they can support you, and you're committed to over-delivering on value for years to come... And your marketing funnel is ready to orient around conversion into premium... And you're prepared to tease content across your public channels to build FOMO... And you've got a growing list of subscriber-only content ideas you can produce... Well in that case, you have a chance to do what Em's done: convert 25% of your audience. What would your business look like if 25% of your podcast listeners were paying you $7-$10/mo, every month, and growing at 2-3% per month, year-after-year? I bet that'd be a pretty big business. 😎 Are breakdowns like this useful? Let me know what else you want to see in the comments!

🎙️ Spotify's Bold Move: From Podcasts to Creators Have you seen Spotify's latest pivot? They've rebranded "Spotify for Podcasters" to "Spotify for Creators"—and it's not just a name change. This signals a clear shift: Spotify is eyeing a bigger role in the video space, squaring up against YouTube. Here are two major updates creators should know: Ad-Free Premium Listening: Premium subscribers will no longer hear dynamic ads during episodes. Creators will now be paid based on content consumption, not ads. A Unique Monetization Model: Unlike YouTube, where ad revenue rules, Spotify’s payouts will come from a share of premium subscription fees. Why does this matter? For Creators: This could mean a more stable revenue stream if Spotify’s algorithm plays fair. For Listeners: A better experience with uninterrupted episodes for premium users. Spotify’s clear intent? Chip away at YouTube’s dominance in video while keeping its edge in audio. Will this strategy work? Only time will tell. But one thing’s for sure: the platform wars are heating up, and creators stand to benefit. Do you think Spotify will be the go-to platform for creators in 5 years?

I get that Spotify is aiming to stay relevant with the times, and video content is hot right now. But as someone rooted in audio and a big believer in the power of storytelling through sound alone, I’m still a bit sceptical about this heavy push into video. Spotify was a place where podcasts flourished as audio-first experiences, allowing creators to reach audiences with just a voice and a mic. Now, with this shift to Spotify for Creators, we’re seeing a platform that seems more geared towards visual content consumption. The analytics upgrades, custom thumbnails, and promotional clips are all exciting additions, and there’s no doubt they’ll help creators grow. But I worry that Spotify's push for video may start sidelining audio-only creators, especially indie podcasters who may not have the resources to dive into video production. Is Spotify still a space where a purely audio podcast can thrive? Or will those who can’t go visual get lost in the mix? Read More: https://lnkd.in/eu7ybjyc 

John McDermott’s piece on Spotify’s video podcast push got me thinking. Spotify is banking big on video, offering creators a slice of premium revenue to make the switch. But here’s the thing: it seems like this strategy is more about wooing big-name creators, leaving smaller podcasters stuck wondering if it’s even worth the hassle. Video podcasts are no joke when it comes to effort. Multi-camera setups, editing, lighting, it’s a whole other level of production. And for what? The returns don’t seem to match the investment for most indie creators. Plus, Spotify’s focus on integrated ads instead of dynamic ad insertion doesn’t help their case. The latter has been a lifeline for many podcasters, and shifting away from that feels like a step backwards. Gen Z might be all about video now, but life has a way of making people appreciate the beauty of audio, like when you’re stuck in traffic. He’s probably right that their habits will evolve, which makes you wonder if this video trend is just a phase. What’s really striking is his scepticism about Spotify’s grand plan to disrupt podcasting. He’s not buying it, and honestly, I’m with him. YouTube’s been around forever, and it hasn’t fundamentally changed podcasting. So why would Spotify? For indie podcasters, this is a bit of a wake-up call. If you’re thinking about jumping into video, you’ve got to ask yourself: Is it worth the extra time and money? Podcasting’s strength has always been its simplicity and intimacy. Let’s not lose sight of that chasing trends. Sometimes, sticking to what you’re good at is the real power move. https://lnkd.in/dHMUHggq #podcasting #Spotfiy #Youtube

Last week, Spotify released their highly anticipated annual #Wrapped report, which has become as much an end-of-year tradition as holiday shopping or New Year’s resolutions. Spotify has done something incredible with this service – it’s an initiative that consumers don’t just engage with, but DEMAND. Between the excellent use of data, customized user experience, and social media-friendly format, Wrapped is a marketing masterclass in knowing your audience – and leveraging that for brand awareness and messaging. Inspired by this incredible tactic and the excitement of everyone’s results, I put together a little “AG Wrapped” of my own – but with a marketing twist. Based partially on my results and partially on my fave industry podcasts and “artists,” check out my top hits of 2024 and let me know yours in the comments! TOP ARTISTS - Ellipsis: No surprise here! Shameless plug, but my son Ryan’s band was my most-listened artist this year. Their album is linked below if you want to check it out. 😉 - Dr. Marcus Collins: I had the privilege of meeting Marcus this fall, and he’s just as engaging and inspiring in person as he is online. - Seth Matlins: The intentionality that Seth brings to each of his projects – whether on LinkedIn or IRL – never fails to blow me away. TOP PODCASTS - SmartLess: Hosted by Hollywood faves Will Arnett, Jason Bateman, and Sean Hayes, each episode is entertaining AND enlightening. - Face of Marketing podcast: My good friend Sean Halter always curates an incredible experience – and I say that as both a repeat guest and listener. - On Purpose: As a big fan of this pod, getting to meet Jay Shetty over the summer was a highlight of my year for sure, and we’re proud to call him a friend of State Farm. https://lnkd.in/gqzQPQ5f #SpotifyWrapped #MarketingAndAdvertising #ThoughtLeadership #BrandStrategy

#Spotify just announced a bold expansion into video content with their Partner Program. They aim to incentivize podcast hosts to include video in their shows. So creators can earn from video podcasts based on engagement, rather than relying solely on ads. Starting January 2025, Spotify subscribers in the US, UK, Australia, and Canada will enjoy ad-free video podcasts, making Spotify a true alternative to YouTube for this type of content. Features like chapters, comments, pinch-to-zoom, and improved search tools are also coming soon, promising a smoother user experience for those who want more than just audio. Spotify will even allow creators to customize thumbnails and share short clips within the app to boost their reach. It's clear that Spotify is embracing a new role—not just as a music and podcast platform but as a dynamic video hub. 𝗠𝘆 𝘁𝗵𝗼𝘂𝗴𝗵𝘁𝘀 Yeah, while there might be a growing demand for long-form video content on diverse platforms, while Youtube has dominated this space, Spotify's targeted focus towards podcast creators might give it an edge because it is fostering a community where both audio and video thrive. This shift isn’t just about adding video to podcasts; it’s about building a multimedia ecosystem for creators to engage with their audiences more interactively, an experience we don't fully get on Youtube.  It remains to be seen if Spotify's strategy will attract a sizable chunk of Youtube's massive video-focused audience. If it does, Spotify can redefine its "audio-first" identity to encompass a broader multimedia experience. #Spotify #VideoPodcast #ContentCreation #DigitalMedia #Streaming #Podcasting #YouTubeAlternative #MediaInnovation #CreatorEconomy #Multimedia #AudienceEngagement #FutureOfContent #TechNews #YouTube

🎙️ Crafting a Story That Spreads: Leveraging the STEPPS Principle for Spotify for Podcasters 📈 Creating a buzzworthy marketing strategy isn't just about catchy phrases—it's about understanding the psychology behind what makes content shareable. Here's how we applied the #STEPPS framework for Spotify for Podcasters: 🔹 Social Currency → Showcase the unique storytelling abilities of podcasters, making them feel like insiders who have valuable insights to share! 💡 🔹 Triggers → Everyday experiences (like sending long voice notes to friends 📱) serve as natural reminders to think about podcasting with Spotify. 🔹 Emotion → Tap into humor & nostalgia 😄💭 to create strong emotions, motivating audiences to share & talk about the campaign. 🔹 Public → Make the ad memorable, ensuring Spotify’s role as a go-to platform for creators is clear and easily recognizable. 🎙️✨ 🔹 Practical Value → Communicate how easy it is to start a podcast—offering real solutions, simplified for everyone. 📈🎙️ 🔹 Stories → The ad is a mini-story itself, demonstrating the power of audio and storytelling—making it more likely to be passed along. 📖✨ With these elements, we (team- myself, Anjali Rawat and Pradipta Mallick) amplified our reach and positioned Spotify as the ultimate place for aspiring podcasters! 🎙️💪 TTT Academy #TTTAcademy #WTSPro #WritingThatSellsPro #Spotify #Advertisement #SpotifyForPodcasters #STEPPS #MarketingStrategy #DigitalMarketing