Case Study: SoundCloud and Spotify for Content Marketing – Grace Miserocchi

SoundCloud

  • Launched in 2008
  • Over 250 million active users as of October 2013
  • 175 million monthly listeners
  • 12 hours of audio uploaded every minute
  • Popular for music discovery and outreach
  • “Timed comments” permit any user to comment on a specific timestamp within audio content.
    • These comments allow public engagement and communication.
  • SoundCloud mobile app allows for easy consumption of audio.
  • Brands using SoundCloud must be consistent. They should develop a following through promotion of their account on other channels.
  • Audio quality on SoundCloud is sometimes very low and copyright infringement is an issue.
  • Examples:

Spotify

  • Launched in 2008
  • 40 million active users, 10 million paying subscribers
  • 20,000 songs added per day
  • Over 1.5 billion playlists
  • Spotify App Finder includes apps that the further personalize experience.
  • Brands cannot publish user-generated audio.
  • Brands and companies can create shareable playlists.
  • Users can share what they listen to on Facebook and Twitter.

Which should be used?

  • Use SoundCloud to publish original audio content, such as podcasts, interviews, and transcribed blogs.
  • Use Spotify to gain fans by sharing personalized playlists.
  • Music can unite people under a common interest on social media.
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