Decoded: Psychology Behind Spotify Advertising Strategy
I typed, “Which music app has the most users?” and tapped the search button. This is what came up -
Among the very few other apps, Spotify was at the top, one among the very few top streaming services. I was not shocked.
What made me search for this?
The annoying ads that Spotify plays in between the songs.
Who wants “to be interrupted in-between” while having their 2 AM mood swings or when having the dopamine rush during workouts?
“NO COMMITMENT,” two specific words with which the ad ends caught my attention. How does it help Spotify in gaining more subscribers?
According to Spotify, 72% of users are millennials. Statista reports that 26% of Spotify users are between the ages of 18 and 24 while most of them are under the 30s.
Is this group of the audience looking to commit to anything at this age? The age of learning, growing, exploring and where “going with the flow” is the trend, does “no commitment” is something they connect with?
The answer is, “YES!”
The two words “no commitment” attaches themselves to the subconscious mind of the listeners. You are/ might not be aware of this until now but here I am, a “woke millennial”, paying attention to what resonates with me.
Is this one of the marketing strategies adopted by Spotify to gain subscribers?
What do you think?
