Is it worth advertising on Spotify?

How to promote your music with Spotify ads.

[ This article primitively appeared on Passive Promotion. ] Editor’s note: Currently, Spotify’s Ad Studio is only available in the US, UK, and Canada.
I ’ ve been looking for ways to boost my Spotify stream. What could be better than ad immediately on Spotify with an sound recording ad ? That way people will hear my music without needing to click on anything first gear. And if they hear it, they ’ ll like it and want to hear more, right ? RIGHT ? 😅
here ’ s how it ’ sulfur done :

beginning, go to Spotify Ad Studio and sign up for the waitlist if there still is one. As of this writing Ad Studio is in beta. I didn ’ thyroxine encounter any bugs, but the functionality is minimal compared to Facebook Ads or Google Adwords .
once you ’ re accepted and able to create an ad, you ’ re given two options :
Spotify ad setup
obviously we ’ ll go with the latter. After that you narrow down your audience by placement, age, and gender. then comes the winder patch :
Spotify ad targeting
It would be fantastic if we could promote to fans of early bands, or even followers of a finical playlist. But, no. You can merely choose the artist you ’ ra promoting i.e. you. Assuming your artist mention appears in the flatten down menu, that is. Mine doesn ’ triiodothyronine, presumably because I merely have 1868 followers .
My adjacent best choice was to target by writing style, and the writing style selections are pretty across-the-board. I went with Electronica .
Next you can narrow your targeting to iOS, Android, or desktop, then choose starting signal and goal dates .
After that comes the in truth chilling part…
Spotify ad budget
Those are some big numbers, but I ’ ve got good news and better news. Let ’ s startle with the well news. You can enter a custom-made budget american samoa low as $ 250 .
immediately, $ 250 is still a solid chunk of change, but it ’ s relatively domesticate compared to my $ 500 Deezer splurge. even if it were a full fail, it would be deserving it to save you from making the same mistake .
The better news is, you can stop your ad at any prison term and only pay for what you ’ ve exhausted .
In other words, there’s no reason not to launch a campaign and stop at $20 if you’re not seeing the results you want.
I didn ’ deoxythymidine monophosphate know that going in, and figured my $ 250 was forfeit the moment I submitted the campaign. My discovery to the contrary foreshadows my results, but more on that later…
And with that, the campaign is set up ! There ’ s truly not much to it .
Spotify ad selections
The more cynical among us might note that the price per ad served is more than the artist payout per pour, but let ’ s not go there .
once that ’ s done, you upload your sound recording file to their specifications, which can be 15 or 30 seconds. Why person would opt for 15 when it costs the lapp for 30 is beyond me !
This doesn ’ thyroxine apply to us, but Spotify will record the ad for you if you supply voiceover text and choose a song for background music — for absolve ! Flipping that on its head, there ’ s no rebate for providing a ready-made ad over having them create one for you .
last but not least, you upload a 640 ten 640 image, enter a headline for the ad, and provide a aim URL that listeners can click through to .
once you submit your ad, they ’ ll recapitulation it and email you back once it ’ randomness approved, which in my case was a matter of hours .
And that’s how to promote your music with Spotify ads! But should you?
Let ’ s talk about my campaigns, plural .

My Spotify Ad Studio results

My political campaign objective was to get more streams on my new single, “ In Motion ”. The sung scored a 7.5 on Crowd Review ( which I review here ), which placed it in the 91st percentile, earning it an automatic sport on the ReverbNation home foliate. I was affirmative .

I started by emailing Ad Studio back to ask if I should target by music genre or by Color Theory fans, not knowing at the time that the latter wasn ’ t an choice. After a couple days with no response ( I never got a answer ), I bravely forged ahead .
I used Google Trends to see where in the US people were searching for the terms “ synthwave ” and “ synthpop, ” and targeted males 25-54 in those locations. arsenic much as I want more female fans, I know from know that they don ’ t click on my ads. 😭
IMPORTANT: Spotify free users can’t listen to specific songs on mobile.
therefore, I used my official playlist as the target URL, with “ In Motion ” at the acme .
here ’ s the ad, with an apparent play clitoris big h dab in the middle of my album artwork ( it might not show up if you ’ re running an ad blocker ) :
Color Theory ad1

The sound recording had my song play in the background, and me talk :

This is Brian Hazard of Color Theory inviting you to listen to my brand modern song “ In Motion. ” Just click the big beautiful PLAY button on your filmdom .

It ’ mho ace cringey, I know. But I wanted it to be memorable, in case people hear the same ad over and over again like on Hulu or YouTube. I was destined to be the “ big beautiful bid button guy. ”
At foremost, I restricted my ads to desktop users, who can play individual tracks on-demand.

After 355 impressions, I had zero clicks, so I changed my targeting from desktop to iOS .
After 607 more impressions, I had 4 clicks, so I opened it up to Android users adenine well, and emailed documentation for suggestions .
After 340 more impressions, I only got one more click, but I did get a reply to my e-mail :
email reply
Within a half hour, I emailed back a new voiceover to swap in .
The future morning the voiceover hadn ’ thyroxine been swapped, so I emailed to ask if I should stop the campaign until it was :
email reply2
I was worried that if I stopped the political campaign, I ’ five hundred lose the rest of my money. So I didn ’ metric ton .
After two more days the voiceover still hadn ’ metric ton been swapped, and my results were hideous :
Spotify ad1 results
Unwilling to continue paying $ 6 per pawl, I stopped the ad. Honestly, I ’ vitamin d think more people than that would touch their screens during my ad by accident !
I never received any acknowledgment or apology about the audio swap, but I did receive this e-mail :
Spotify email3
then of course I emailed back, explaining my predicament in wide, being sure to point out that I would be writing an article about my know. No answer. 😡
No joke, I was considering investing some of my 401k money in Spotify broth when it opened, but if this is how they treat their advertisers, forget it .
UPDATE : I equitable heard back from Kristina, who never received my electronic mail. obviously they don ’ thymine know how to set up MailChimp so replies go back to the transmitter ( hey guys, it ’ second under Lists ➤ Settings ➤ List Name and Defaults ➤ Campaign Defaults ). 🙈
default Mailchimp

Spotify ads, take two

When my electronic mail acknowledge for the ad only showed $ 30.29 alternatively of $ 250, I decided to give it one last shot .
This time I went with what I considered slam dunk target : male electronica fans in LA that likely grew up listening to Depeche Mode on KROQ like I did. I spread out my dates to slow down the ad pitch, giving me ample opportunity to bail .
Spotify ad2 audience
For the prototype I chose my most attention-getting cover art, despite the fact that it ’ mho from a 2010 album and not the one I was promoting :
Spotify ad2
here ’ s the slightly less cringey audio for this adaptation had me saying :

This is Brian Hazard of Color Theory inviting you to listen to my brand modern song “ In Motion. ” If you ’ d like to hear more, cluck on the visualize .

My results were flush worse :
Spotify ad2 results

Should you advertise on Spotify?

Needless to say, there are better options.
here ’ s a Facebook ad I ran for the lapp song ( I hope to write about Facebook ads soon ) :
Facebook ad
obviously a 2.71 % clickthrough rate beats 0.32 %, and $ 0.17 per snap beats $ 6 .
In my mind, it all comes down to targeting. On Facebook, I targeted US men 18-34 who had an matter to in Stranger Things, Drive ( the 2011 film ), and Spotify. 🎯
I don ’ deoxythymidine monophosphate think it ’ second equitable a matter of audio versus expose ads, as my Pandora AMP messages see clickthroughs in the 5-10 % compass .
Until Spotify allows you to target your own followers, or better yet, your followers plus a broader lookalike audience, I won’t be running another campaign.
The question remains as to whether Spotify rid users are valuable targets in the first place. Most listening is done on mobile, and dislodge users can ’ metric ton pick the tracks they want to listen to .
It ’ s a safe bet that the most passionate music fans, or at least the ones will to spend money on music, are premium subscribers. Since they don ’ thymine learn ads, you can ’ deoxythymidine monophosphate reach them through Ad Studio .
Put another way, how likely is it that person unwilling to spend $ 9.99 per month for unlimited on-demand music will pay that much to buy one of your albums ? 🤔
Have you tried Spotify ads? Thinking about it? Share your thoughts and experiences in the comments!

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