Social media campaigns are emerging trends in the social media field. ‘Only You’ Campaign aimed to increase the quality of listening experience for Spotify users. It created personalized listening data and suggested content that the listener might want to try. The campaign began in June 2021 to offer a quality listening experience to its listeners. The platform analyzed user activities and created personalized tips for a better listening experience. The first theme is use of user-generated content while the second is while the second is the use of technology algorithms to identify the participatory audience. The campaign was successful because it increased user experience and customer loyalty. The company implemented the campaign over social media platforms such as Facebook and Twitter because most of its users use them. The campaign succeeded due to high engagement levels between the users and the company. Other factors contributed to the success. First, Spotify embraces user-generated content to increase the quality of its services. Secondly, the use of technology algorithms enabled the company to identify its participatory audience and enabled them to offer feedback. Thirdly, the campaign created positive engagements between customers and the brand. Lastly, the social media campaign personalized its contents to meet the diverse users’ needs.
A Theoretical Framework
The first theme is use of technology to create user-generated content. Adopting technology enhances the accessibility of social media campaigns (Mohammad et al., 2020). The company employed technology by embracing emerging tools such as big data. For instance, the campaign analyzed user data to create a chat with suggestions for a better experience. The company lobbied the campaign through its social media platforms through advertising to attract more customers to test their services. Spotify succeeded with the campaign, adding insights to the existing literature body concerning the role of personalization in social media campaigns. It also brought emerging issues of concern, such as how personality creates one’s consumption behavior. In this case, the company gained useful information for future campaigns. Technology helped the company to reach more target audience through its app and social media platforms such as Twitter and Facebook.
The second theme is participatory audience. Advertisers need to understand the nature of diverse social media platforms to create a campaign that will reach their target audience (Raudeliūnienė et al., 2018). Spotify used technology to determine its audience algorithms. It identified the social media platforms used by its audience, their ages, behavior, and personalities before initiating the campaign. Technology enables brands to analyze customer data before conducting a social media campaign. In this case, Spotify’s participatory audiences are those who listen to its content through the app and potential customers on social media platforms such as Twitter and Facebook. They engaged in the campaign by accessing the new app feature and giving feedback. The company’s approach aligns with the existing literature on making an effective social media campaign through participatory audience. My research confirms that brands need to identify their participatory audience before conducting a social media campaign by embracing technology to analyze the necessary algorithms. Therefore, brands can harness technology to further engage their participatory audience.
A Case Study
I have learnt the importance of engaging positively with customers during social media campaigns. It is necessary to use a strategy that aligns with customer needs, preferences, and habits. Cherry’s Theory of social media marketing holds that social media campaigns should create positive engagements between customers and brands (Sokolska, 2017). In my case, the campaign was effective because it increased the quality of the user experience, hence giving the app a competitive advantage. Hence, it was a win-win situation for both parties. The campaign utilized billboards and social media platforms such as Twitter and Facebook. More people globally embrace social media for daily interactions with friends and strangers. Therefore, social media campaigns are continuously evolving to meet the needs of broad users. Social media enables a campaign to reach many potential users. In this case, the campaign offered a distinct experience for every user. It enabled Spotify users to use the new feature to get a better experience easily. It also attracted new users to try the platform to enjoy customized listening experiences.
I have learned that effective social media campaigns should use technology by analyzing participatory audience’s algorithms to create user-generated content. For instance, the Only You campaign provides different chats for its unique users. It utilizes technological features to create personalized content depending on users’ listening habits. The business embraces other social media platforms such as Twitter and Facebook as their target customers most likely use them. The campaign was successful because it increased the quality of the user experience and attracted new customers. It also set a stable ground for high customer loyalty towards the business. The choice of a social media campaign platform varies depending on the target audience. The photo below illustrates the personalization concept that the business applies to depict a unique customer experience.
Only You campaign by Spotify
In a nutshell, the research confirms that social media campaigns are effective marketing tools in this rapidly changing environment. The field will increase as more people embrace social media. In this case, Spotify successfully employed the campaign by creating a unique listening experience for its users. The platform analyzed user activities and created personalized tips for a better listening experience. The company uses technology to analyze the participatory audience. It ensures that the target audience receives the intended message. In this case, the company implemented the campaign over social media platforms such as Facebook and Twitter because most of its users use them. I have discovered that high engagement levels between the users and the company increase the success chances of social media campaigns. First, user-generated content creates unique customer experiences, which increases customer loyalty. It leads to a win-win situation between the customers and the users. Secondly, use of technology to establish the participatory audience enables them to offer feedback concerning the campaign. Effective social media campaign should create a lasting relationship between the brand and the audience during and after the campaign. Thirdly, brand and customer engagement levels determine the effectiveness of a social media campaign. In this case, the Spotify’s social media campaign was successful.
Mohammad, J., Quoquab, F., Thurasamy, R., & Alolayyan, M. N. (2020). The effect of user-generated content quality on brand engagement: The mediating role of functional and emotional values. Journal of Electronic Commerce Research, 21(1), 39-55.
Raudeliūnienė, J., Davidavičienė, V., Tvaronavičienė, M., & Jonuška, L. (2018). Evaluation of advertising campaigns on social media networks. Sustainability, 10(4), 973. https://doi.org/10.3390/su10040973
Sokolska, K. (2017). Chaffey’s Theory- Social Media Marketing. University of Brighton. https://blogs.brighton.ac.uk/klaud/2017/11/30/chaffeys-theory-social-media-marketing/