is currently testing a new Stories feature that allows selected influencers to integrate video bits into their public playlists. According to TechCrunch, the music platform has confirmed the move and said its first influencer is YouTuber Summer Mckeen who largely creates content around beauty.
Similar to the Stories' feature on social media apps Instagram and Facebook, Spotify's Stories feature comprises video clips that users can tap on to move to the next screen. The TechCrunch article also said that much like Instagram, there are horizontal lines at the top of the screen to indicate how many clips are ahead. Another similarity would include the use of music in Stories, which Instagram recently incorporated into its app. In addition, with the feature, influencers will be allowed to snippets of their song or album to further promote the playlist.
In a statement to Marketing, a Spotify spokesperson said the team routinely conducts a number of tests in an effort to improve its user experience. "Some of those tests end up paving the path for our broader user experience and others serve only as an important learning. We have no further news to share on future plans at this time," the statement read.
The music platform has recently been increasing its engagement with users and netizens. At the end of last year, Spotify brought back its annual personalised “Spotify Wrapped” feature to include users’ listening habits throughout the last decade. Songs, albums, artists, and podcasts discovered throughout 2019, as well as most streamed artists throughout the decade on Spotify was unveiled to users. This won the brand a fair bit of PR value as it saw celebrities, influencer and netizens sharing on social media who their artist of the decade is or top songs played in 2019. To further drive the PR value of this new initiative, for every artist, Spotify also created a tailor-made experience summarising the highlights of their year on the platform.
Meanwhile, Spotify also took a stance in 2020 to suspend political advertising. In a statement to Marketing then, a Spotify spokesperson said the company currently does not have the relevant and necessary tools and systems to review political content, and will reassess the suspension as its processes evolve. This comes hot on the heels of the US presidential election. The music streaming platform joins the likes of TikTok, Twitter and Facebook in enforcing political ad ban.