3 Ways We Broke Spotify’s Influencer Benchmarks

During the two campaigns we’ve run for Spotify so far, we’ve been able to break all their influencer marketing benchmarks.

There are a few reasons why we were able to perform so well, and they are all strategies you can take to your campaigns to achieve similar results. Check out the Spotify case study here.

1. Influencer Alignment

In the initial influencer selection phase of the campaign, we first narrowed down the influencers to those who had:

• High UK audience demographic

• Already used Spotify

• Keen to partner with Spotify (this translates to their content)

We went through this process, and by the end, there was a natural integration opportunity since these influencers were already using Spotify, excited to promote the product, and their demographics made sense.

2. Creative Freedom

The most common problem in influencer marketing in 2024 is content coming across as disingenuous, inauthentic, and too brand-led. There is a very easy fix that we used for Spotify - a creative idea form.

After creating an initial brief which highlights key points of interest for the talent and general do’s and don’ts, we gave the influencers a ‘creative idea form’. It’s very simple: you ask the talent to answer three questions:

• What is the theme of your content? (They always pick something they know will work for their audience and page)

• What would a rough script/roadmap of what your content might be like?

• Can you provide an example piece of content similar to your idea?

3. Platform and Deliverable Variety

We know that during Ramadan and Eid, many young Muslims don’t go out as much and spend a lot of time on social media, mainly TikTok and Instagram.

Using the viral nature of TikTok, we made that our main focus whilst also covering IG deliverables, with the split being about 80/20 between TikTok and Instagram. This strategy worked well for us and delivered the numbers, sentiment, and engagement we were hoping for.