The Soundtrack to Strategy: Why Spotify Marketing is a Masterclass in Engagement
What do Spotify playlists and your brand have in common? They both want to be seen, shared, and obsessed over.
In this blog, we’re talking about why playlists are the sneaky genius marketing tool of 2025, especially for brands that want to stay top-of-mind without feeling like they’re selling 24/7.
We’re breaking down how the "it girl" marketing energy of curated Spotify playlists is showing up on social media, and why this could be the missing piece to your marketing strategy.
We cover:
What Spotify Marketing is
How creators and brands are using playlists to build community
Why does this generate buzz and brand recognition
What you can do with a playlist
Brands we created one for
What is Spotify Marketing?
We won't claim to have invented this (but we are leveling up the game); brands like Starbucks, Nike, and Barilla have had incredible success creating playlists for their brands. From coffeehouse mornings to the 7-minute pasta cooking playlists, this is where brands go beyond Instagram and TikTok audios and really infuse music into their branding. Spotify Marketing is where brands create a playlist to go along with their brand values and brand voice, so their audience can listen, connect, and share. And that's on creating buzz, brand recognition, and a loyal community, but we'll get more into that later in this blog.
"What if I use Pandora music?" Well, we are glad you brought that up. In that case, close this blog and please never talk to us again...kidding (sort of). Spotify makes it easy for any brand to create a playlist for free and share it even more easily. Plus, with more than 696 million monthly active users, chances are your audience is on Spotify, and they're waiting to hear from you.
Why Does Spotify Marketing Work?
Generating Buzz
It's different! It's not your average marketing campaign. It's not just another marketing channel. It's more than that. It creates an experience. Spotify campaigns feel interactive, memorable, and shareable — just look at Spotify Wrapped. Every December, it takes over feeds, with millions of users posting their top artists and songs across Instagram, TikTok, and beyond. People aren't just listening to music; they talk about it, share it, and bond over it with their friends. And thanks to features like Instagram Story sharing, TikTok integrations, and collaborative playlists, Spotify makes it effortless for your audience to spread the word for you. That's the kind of organic traction that makes you never think about running an ad again.
Brand Recognition
Think of all those jingles that get stuck in your head. This is what we like to call "sticky marketing." Why? Because it resonates with people on a sensory and emotional level. If you create a playlist that really embodies your brand, that will stick with someone more than your logo ever will. It sets the tone! It helps you establish a deeper, more well-rounded brand identity that people actually remember.
Building a Community
Music IS connection. Like we mentioned above, people love to share what they are listening to, chat about it with friends, sing in the car with their significant other, or have something fun in their headphones while they're working. It's a great way to strengthen your relationship with your community and build a bond over something fun. Plus, you can make it as interactive as you'd like — have them add song suggestions, even.
Again, Sensory marketing is powerful! You might be thinking, what does this have to do with my brand's bottom line?
Did you know that "95 percent of our purchase decision-making takes place in the subconscious mind?" While this might not feel like selling, tapping into your audience's senses is dropping easter eggs in their mind, whether they realize it or not.
Where To Share Your Spotify Playlist
Now that you’ve put the effort into creating your playlist, the real question is: what do you do with it? First, make sure your playlist is SEO optimized for easy searching. That includes an SEO-focused title and description so it’s easy for people to find within the app. From there, don’t just let it sit on Spotify, share it! Feature it in your email newsletter, promote it across your social channels, and even link it on your website or blog. The more places you share, the more chances your audience has to press play.
Browse the Playlists We've Created
Ready to see this in action? On Instagram, we created a Soundtrack To Your Strategy Series, where each Friday, we bring brand identities to life. Check out what we've created so far...
Poppi
Press play and step into a candy-coated time machine. This bubblegum pop playlist is a love letter to sugary-sweet pop across the decades — from 60s girl groups and groovy classics to early 2000s pop anthems. Think songs that sound like they were written in lipstick.
Wishing Well
A playlist made to last as long as your average wash cycle. About 45 minutes of clean girl energy, main character mood, and songs that make laundry feel a little less like a chore and a little more like a ritual. Press play, start your load, and romanticize the rinse.
Vacation Sunscreen
Inspired by Classic Whip sunscreen by Vacation, this summer playlist is your sonic sunscreen — packed with retro pop songs, indie road trip vibes, and feel-good poolside music. Perfect for driving with the windows down, reapplying SPF, and pretending you’re in a vintage convertible headed straight to Palm Springs.
Ulta
For creating core memories, where it's glitter lip gloss at 13 or a contour stick at 33. Like the Ulta Beauty Collection, this playlist has a little bit of everything…neutrals, brights, and bangers.
Old Whaling Co.
A breezy mix of indie surf, local Charleston artists, and coastal-inspired tunes. Sea Salt & Citrus is your soundtrack for Folly Beach drives, King Street strolls, and golden hours by the water.
L.L. Bean
From the trail to the campfire, these songs capture the spirit of L.L. Bean — timeless, adventurous, and a little cozy. Think boots in the mud, flannel by the fire, and the soundtrack to every journey worth taking.
Fancy Feast
The ultimate soundtrack for chic nights in, equal parts playful and polished. Perfect for sipping sauvignon, hosting an intimate dinner, or curling up with your favorite four-legged friend, this playlist blends cool-girl pop, cozy classics, and dreamy dinner-party vibes.
