Spotify Is Testing A New Stories Format To Let Influencers Introduce Their Playlists

Photo: TechCrunch

Spotify is currently testing a new Stories format that will enable influencers to introduce their public playlists on the popular music streaming platform.

As of right now, the feature is being tested with select high-tier influencers including makeup/fashion YouTuber Summer Mckeen. According to TechCrunch, she utilized the feature to promote her playlist titled "All-Time Besties, sharing a series of videos of her talking as well as song artwork.

The current state of the feature is very similar to Stories features on other platforms such as Instagram, Facebook, YouTube, Netflix, and more. The videos are short with users being able to navigate between Story frames by tapping. Additionally, there are horizontal lines at the top of the frame that displays what frame a user is currently on. Users can also exit Stories by tapping the 'X'.

Currently, the new feature is only accessible on the iOS and Android app.

This isn’t the first time Spotify has experimented with a Stories feature. Last year, it launched Storyline, which enables artists to tell the story behind their music using text, lyrics or images in the Stories content format.

Insights & Analysis:

If you've read any Stories-centric articles by me before then you'll know how much I love the content format. I consider it to be a game-changer. As an influencer marketer, I also consider influencer marketing to be a game-changer. Taking both of these in consideration, I love this potential move by Spotify as it would allow them to integrate the popular content format and reap the benefits of Stories as well as take advantage of the power of social media influencers and their ability to drive attention to the things that they attach their name to.

Spotify is already an incredible product and one of the leaders in the music streaming space and doesn’t necessarily need additional promotion to get new subscribers. However, by empowering influencers with the ability to create content on the platform to promote their curated playlists, it’s an indirect way of Spotify activating influencers to further promote the streaming service and drive traffic to the platform in the form of influencer’s audience’s who are excited to see what their favorite social media star is listening to these days.

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SOURCE: TechCrunch