#SpotifyWrapped: Streaming Giant Overdeliver With Podcasting Social-Proof ‘Wrapped’ Feature
Spotify are great marketers and they have created something for us podcasters that can make us look like great marketers too!
According to the streaming giant, “‘2022 Wrapped’ is a celebration of the year gone by and an invitation to join in on the fun. It’s all about the two-way connections that bring millions of creators and fans together through audio every day.”
So, why is that important to podcast content creators? Well, to ensure this ‘two-way connection”, the brand has created a very cool microsite where you can get your show’s annual stats such as listener numbers, audience type, popular episodes, followers etc.
The microsite itself is very cool (great UX design from whoever made this happen at Spotify HQ — it is really very, very good) and the sharable graphics that you can download are great too.
Think of this as mega social proof for your social media.
I mention social proof above as I genuinely think this is one of the most powerful — yet under-utilised — formats of marketing that exist. Think about it, most of the time your comms, PR and messaging is trying to consciously and subconsciously say why you think you’re brilliant at what you do. Whereas, social proof shows why others think you are fantastic.
What is more important? What you think, or what others think about you? In the mind of the consumer / prospect / customer / client they are much more likely to take note of what a 3rd party (or 3rd parties) think of you, rather than what you say about yourself!
So, let me quickly walk you through the platform so you can see how it works.
- Go to the site (which you can access via https://podcasters.spotify.com/)
2. Type in the name of the show you want to explore (this is one of mine, you should check it out, it is very good, if I do say so myself!)
3. You’ll be able to see how many minutes of new content you have created
4. It will let you guess your most popular episode
5. It will then show you stats on your best-performing episode (which could be handy for planning future content)
6. You can see how many countries tune in to your content and where your show is most popular globally
7. You can see any weeks where you had a particularly large spike of downloads (again, it could be handy to take a look at the content, assets, shownotes, links, guests that featured in this popular period so that you can plan more content along those lines in future
8. You can see how often your show is shared — and how / where
9. You can guess how many of your listeners actually follow the show (which is a handy stat to know looking at steaming vs follows — maybe you can run promotions to encourage increased follows?)
10. This is where you can see the percentage of followers
11. You can even get some demographic info on the type of listener that you have
12. Of course, the data has been ‘gamified’ by Spotify so you have to read between the lines a little bit to understand what they actually mean by what they say. For example, my interpretation of ‘Time Traveller’ means that if someone discovers the show they will go back to earlier episodes to consume all the content.
13. You can see your show’s rating amongst listeners (4.9 out of 5, we’ll take that!)
14. And you can even see how you ranked amongst your audience’s top shows
What I have shown you above are just the screenshots of the website, so you can get an idea of what info you will receive as a content maker, below is an example of a couple of the shareable assets Spotify enables you to download too. They are so considerate that they even give you the images in a square for your main feed and portrait for your stories too!
Marketing and promotion are what I see a lot of podcasters getting wrong. They spend a load of time, effort, energy and money on the creation of a great podcast, but they just don’t tell anybody about it.
If you’re not spending as much time — if not more — on the promotion of your shows as you are in the making of it, then you’re probably missing a trick and it’s this sort of 3rd party credibility-building social proof is a great way to encourage others to tune in to your content.
