Randal Lyon’s Post

Spotify Wrapped: Turning Data into a Fun, Shareable Experience Every year, Spotify takes something as simple as listening data and turns it into a viral sensation that everyone loves to share. In my latest blog, I dive into how Spotify Wrapped makes data-driven marketing fun, personal, and engaging for millions of users worldwide. From clever personalization to its viral effect, there’s a lot that brands can learn from Spotify’s approach. Devleena Banerjee Sharad Gupta Check out my full blog here

Weekly Wrap 🗞 When a “Lifetime Subscription” isn’t for life. Rolling Stone is ending its $99 lifetime print subscriptions, transitioning subscribers to a digital format starting this month. The move has sparked backlash among subscribers who feel their lifetime agreement is being breached. Why this matters ⬇️ This shift highlights the challenges print publications face in the digital age and raises questions about the terms of lifetime subscription promises. It also underscores the need for companies to honour commitments to loyal customers. What's next: A rolling class-action lawsuit? Rolling Stone will need to address these concerns fast. How they manage this will impact both reputation and subscriber trust. ------ Next, Spotify increases membership prices again. You’ll recall that Spotify increased prices in France last week. Now, its America’s turn to get hit. Premium users in the U.S. will see individual plans rising to $11.99, Duo to $16.99, and Family to $19.99 per month. This marks the second increase in a year. Why this matters ⬇️ The price hikes highlight Spotify's need to keep pace with rising costs.  However, it also puts a strain on an inflation-sensitive consumer base. What's next: Another catalogue boycott from Taylor? Spotify has to be careful with subscriber satisfaction in order to avoid any price related churn. Expect more communication about the value these increases bring to justify the costs. ------ Lastly, MSNBC is launching a podcast subscription service. MSNBC is expanding its audio offerings with the launch of “MSNBC Premium” via Apple. Premium will offer ad-free listening and early access to content for $2.99 per month or $29.99 per year. This includes exclusive episodes and a comprehensive podcast catalogue. Why this matters ⬇️ MSNBC’s move reflects a strategic need to monetize its content, and create direct revenue streams as a hedge to the traditional ad model. What's next: The Rachel Maddow subscription club? More media companies will double down on similar subscription models, enhancing their digital ecosystems and offering exclusive content to attract subscribers. The trend isn’t new - it’s a reality given where we are.  ------ Want the latest subscription commerce news, trends and insights? 📌 Get the weekly wrap right here 👉 https://lnkd.in/e7St_YeT

Why do only 25% of free trials convert to actual paid customers? 🤔 Here’s a head-scratcher: free trials seem like a no-brainer for converting prospects into paying customers, yet three-quarters of users walk away without so much as a “thank you.” The nerve. 🫨 Let’s unpack two strategies on how to make free trials not only enticing but primed for conversion. First things first: a great trial doesn’t hand over everything. Think of it like giving someone a taste, not the whole meal. The goal? Show value without overwhelming. Take Spotify’s model; they let users experience ad-free listening while subtly reminding you of other exclusive features. This approach gives trial users a reason to crave what’s missing, encouraging a paid upgrade to unlock the full experience. I mean, who wants to go the Beyonce concert and NOT get the t-shirt!? Next time, construct your trial approach to strike a balance between enticing and holding something back to maintain interest. Consider this your permission to be a bit of a tease. 😉 Just like a good first date, timing and communication are everything. Use strategic follow-ups to, lean in for this part, nurture your trial users. Gentle nudges via emails or app notifications, personalized based on their usage, will work wonders at gently nudging them towards conversion. The key is to not sell when you need the sale; subtly sell throughout the trial period. Done right, free trials are more than a “try before you buy”; they’re an experience that hooks users. So, next time, consider 'free trials' your brands 'get to know me' flirtation phase but remember, it's up to you to seal the deal. 😉 ------ Fun fact about me: Given Halloween is amongst us I will admit, I am not much as a horror movie fan. 🫣 Heck, if I want to be terrified I'd simply: 1. open my inbox after a long weekend! 😑 2. look at my bank statement after a day of 'treat yourself' vibes (insert Parks & Rec clip). 😱 3. try to keep up with Gen Z slang. The horror! 👻

🌟 Exciting News for Spotify Marketers! 🌟 Discover how the new Spotify Pixel can transform your strategy in our latest blog post. Unleash the power of precise tracking and enhanced conversions! #PPCChat #SEOChat Author: Erin Patten https://lnkd.in/gZ6eutvB

Almost every creator we work with eventually wonders about launching subscriptions natively on Apple, Spotify, and YouTube. Typically the two biggest reasons are: 1. Promotional support that’s been offered by the platform in exchange for a subscription launch. 2. How easy it is to sign up for subscribers who are never going to engage with content outside of that specific platform. Both of which are compelling reasons - especially the promotional levers that platform partners can pull on behalf of a show. Here’s the way we typically think about it when we have these conversations with our partners: - Our top performing creators all optimize their subscription funnel for a single destination (i.e. Supercast) to increase conversion and develop a direct relationship with their subscribers. Our recommendation is almost universally not to create multiple subscription offers (whether a creator works with us or not) because it creates dissonance and confusion for potential subs. - If a creator does plan to launch platform-specific subscriptions, we typically recommend they think of their two subscriptions as primary and secondary. Their primary subscrtiption should be where they deliver the most benefits and premium content - and the ultimate destination they want to optimize for. The platform subscription becomes a secondary offering that functions as an entry point into that customer’s world - and the benefits offered are usually structured so that a subscriber doesn’t quite get the same value as they would by going directly to the creator’s primary subscription. There’s a lot of nuance involved in building promotional funnels and a content strategy that supports that kind of two-tiered approach - but it’s doable. The mistake we see most creators make is not thinking about how both offers fit together - it takes a little more time, but makes all the difference in your ability to scale a premium revenue base effectively.

I recently canceled my Spotify premium subscription, and the way Spotify is bombarding me with ads is so annoying that I haven't used the app for days 😤 This whole experience made me curious about Spotify ads – are they losing their potential repeated customers, or is it some strategy we're not aware of? This led me to an article where they shared the results of a study by Dentsu International, claiming "Spotify ads are more effective at holding peoples’ attention compared to other platforms”. Okay, maybe that's true from a pure marketing perspective. But then I found this: "Spotify’s audience is uniquely attentive, giving advertisers the opportunity to focus on the quality of the message, strong creative, and contextual relevance”. Something doesn’t add up 🤔 - I saw so many public reviews on how people are annoyed by Spotify ads but they’re saying their audience is uniquely attentive. 🕵🏻♀️ Are they prioritizing short-term revenue from advertisers over the long-term experience of customers? 🕵🏻♀️ Is this aggressive ad push driving people away, or does Spotify have a winning strategy we're missing? 👉🏻 Thoughts on this study — Does it match YOUR reality as a Spotify user, or is there more to the story? Link to the article: https://lnkd.in/gJQuDKXh

Spotify Wrapped: Is This Magic or Marketing Genius? Picture this: Shower mein go-to playlist blasting, kitchen mein pasta banate hue soft tunes on repeat, and study time mein lo-fi beats on full swing. Kabhi socha Spotify itna indispensable kyun lagta hai? Phir December aata hai, aur bam! – my entire year, moods, aur wo sab Wrapped! Every December, Spotify hands us a gift: our year, Wrapped. But it’s more than music stats—it’s product marketing brilliance, making Spotify nearly irreplaceable for millions. Here’s what Wrapped teaches us about turning customers into loyal advocates: 🚀 Deep Personalization Spotify doesn’t just track what you play; it captures how you experience music all year. Wrapped feels deeply personal because it’s rooted in each user’s unique journey. This shows how much customers value products that “get” them—an insight, brands can leverage by mapping and understanding customer touchpoints. 👀 Design for Shareability Wrapped isn’t just data; it’s a story worth sharing. With engaging visuals and top-list features, Spotify turns listeners into brand ambassadors who want to show off their Wrapped. Creating shareable moments transforms customers into advocates who expand brand reach naturally. 🎯 Consistency = Loyalty Wrapped is a celebration of Spotify’s year-long presence in our lives. This reminder of its constant presence reinforces loyalty, making users feel valued and understood. Key takeaway: Map the customer journey, create personalized experiences, and design for shareability. When customers see themselves reflected in your product, they don’t just stick around—they advocate for you. (Can't wait for this year's Wrapped lol)

Spotify recently made headlines with their success in providing a hyper-personalized experience. If you’ve been paying attention to the world of marketing, you'll notice that hyper-personalization is a hot topic for 2024. Spotify’s Daylist feature has masterfully harnessed the power of personalization, not just to cater to individual music tastes, but to embed itself into the lifestyle of each user. The Daylist feature, which offers playlists tailored to users’ listening habits at different times of the day, has not only captivated users but also become a cornerstone of Spotify’s marketing strategy. While the article from Marketing Brew shares a few different reasons this matters to marketers, the one that most caught my eye was FOMO as a strategy. By creating exclusive, personalized experiences, Spotify generates a sense of FOMO (Fear Of Missing Out) among non-users. This strategy has been effective in attracting new users, highlighting the potential of personalization to not just retain but also grow the customer base. I am inspired by the success of Spotify’s Daylist, and it is helping me consider how important hyper-personalization is in our overall marketing strategy at NCR Voyix. Our goal is not only to meet the expectations of our customers but to exceed them, creating impactful experiences that resonate on a personal level. I would love to hear your thoughts on how personalization is shaping your marketing strategies. Let’s discuss below. #MarketingStrategy #LifeatNCRVoyix #Personalization

Spotify Wrapped: The Gold Standard in Personalization Every December, Spotify sets the marketing world abuzz with its Wrapped campaign—a personalized year-end summary that transforms user data into a celebration of individuality. It’s more than just numbers; it’s a cultural phenomenon that dominates social media, floods timelines, and leaves users feeling proud to share their stories. Here’s why it works: Personalization: Spotify Wrapped makes every user feel seen and valued. From your top artist to the exact minutes you spent listening, every detail feels like it was curated just for you. It’s not just about the music—it’s about celebrating your journey. Shareability: Bold, colorful visuals and quirky stats like “You’re in the top 0.1% of listeners for this artist” are tailor-made for social media. Spotify doesn’t just create content; it creates moments users want to share. Emotional Connection: Music is deeply personal, tied to our memories, emotions, and experiences. Wrapped taps into that by turning listening data into a nostalgic celebration of the year’s highs and lows. The result? Millions of organic shares, endless conversations, and a brand that’s top of mind as the year closes. The Lesson for Brands: Spotify Wrapped is a masterclass in using data to tell stories and build loyalty. It proves that when you pair creativity with personalization, you can turn simple interactions into unforgettable moments. So, how can your brand leverage data to create campaigns that are personal, fun, and shareable? Whether it’s celebrating user milestones, offering tailored recommendations, or finding a unique way to highlight customer stories, there’s always an opportunity to surprise and delight. Personalization isn’t the future—it’s the now. #DataDrivenMarketing #Personalization #SpotifyWrapped #CustomerEngagement