Have you ever thought of a companies overall social media presence?
As a part of my college course based around public relations, we were tasked with writing a blog post on an analysis of a companies social media presence. Since my entire blog is based around music, I thought as a great way to make a first post, outside of who I am, was to do an analysis on Spotify.
Spotify is one of the worlds leading streaming apps, bringing in the most users compared to its competitors. With 515 monthly streamers, and 210 million subscribers, its company is a great representation of the music world today.
For my analysis, data will be given on the 25 most recent posts on two platforms, Instagram, and Facebook. Then I will give my thoughts on their processes for each platform in a Summary towards the end, highlighting what the company is doing well.
To begin with, we will look at Spotify’s stats on their Facebook platform. With 23 million followers, this platform is actually bigger compared to their other social media accounts. However, even with its big following, as you’ll see, Facebook has a lack of interactions on their platform. Falling short in its comparison to Instagram. Underneath, you can find a summary on the data detailing the most recent Facebook posts and its interactions.
Interactions
- Totaled 22,714 likes over past 25 posts
- Totaled 4,674 comments over past 25 posts
- Totaled 1,579 shares over past 25 posts
Statistics
- 23 million followers
- Most recently posted on August 28 of this year
- Data collected up until a post sent out March 29
- Most popular posts detail big names, such as Beyoncé or Taylor Swift.
Big Three Posts
below are Spotify’s biggest three posts from the collected data.
Next up in the analysis is my detailing on Spotify’s Instagram platform. Just like Facebook, I will cover its interactions and write a little summary on the platform. Along with that, I will provide the top 3 posts from their most recent 25. Something right off the bat that you can tell, is that Spotify places an emphasis on posting on Instagram more than Facebook, most likely because Instagram holds more of their target audience.
Interactions
- Totaled 239,074 likes over past 25 posts.
- Totaled 2,725 comments over past 25 posts.
Statistics
- 11.9 million followers
- Most recently posted on October 11th of this year.
- Final post data consists of is from October 4th of this year.
- Most popular posts consisted of music featuring other media, primarily Netflix’s Heartstopper or Global charts.
Big Three Posts
Final Summary
Overall, I think that Spotify has a positive company representation, and overall status on social media. They keep up with interactions, post almost multiple times a day on some of their platforms, and seem to be keeping up with todays social media standards. Overall, their Marketing/Advertising on social media is going well.
I think the most notable thing from the data collected is that while Facebook has more than double the amount of followers, their interactions numbers lacks bigger amounts, compared to Instagram. As a said beforehand however, my thoughts on this is because Facebook’s primary users aren’t necessarily Spotify’s target audience, since Spotify is more likely to cater to a younger audience, and Facebook is used by mostly people in their early thirties and older.
However, Instagram falls in comparison to Facebooks number of comments. Overall, I think that Instagram has an issue with this, since the “doom scroll”, basically just liking and scrolling for hours, is a primary way Instagram gets users to stay on their app. Less people may be likely to comment.
To wrap the summary up, I want to highlight Spotify’s overall posting. Facebook jumps out because in todays world of short, 10 second videos being the majority of what’s posted, Facebook barely had any, mostly sticking to the old format of just posting Images and Photos. In the age of TikTok, this surprised me, but I do think there’s a few reasons why.
Like I said earlier, Facebook has an older userbase, meaning they are more likely to want to stick to the older format. Along with that, Facebooks “Video” page isn’t as popular compared to Instagram’s “Reels” or the Tiktok’s platform, therefore, Spotify is smart and sticking to what Facebook is best used for. In comparison, Spotify has used Instagram’s platform the very same, posting both Images/Photos, accompanied by “Reels,” creating a combination feed that works best for Instagram’s users. Spotify’s marketing team seems to know exactly what they are doing, providing a great social media presence and image for the company.
Improvements
To overall improve Spotify’s social media, there are only a few things I’d suggest. For one, post LESS. Spotify posting so much can really hinder the performance of individual posts, as people may be less likely to see everything you put out their. Feeds are updating with the most recently posted things, and therefore, posting so much means a user will only see what’s recently put out, not the overall feed, like what you can find on their page.
Next, to improve Spotify’s interactions, I’d like to see more collaborations with other forms of media. In my analysis the best posts sometimes were the ones highlighting other companies and relating music to such things. For example, Spotify spoke about Netflix’s Heartstopper through music, highlighting the shows music choice with a catchy caption. In order to pull in social media users, highlighting other companies and media would be positive for Spotify, as users following closely to other media will be more drawn to Spotify’s platform.
As a final improvement, I would like to accomplishment more. What I mean by this is, highlighting what successes artists are getting in the music world, not just highlighting their successes on Spotify’s own platform. Speaking about award wins, streaming records, and public status for Spotify’s featured artists would do exactly what the company wants, draw in more users from the artists fanbase, and get them to favor Spotify over its competitors.
With these improvements though, I would like to point out that I think the company is doing an amazing job, and these improvements are extremely small, because, on the big picture, Spotify is doing a great job keeping up interactions and pulling in users.
Ethan Jones 
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