On July 12, Spotify announced the purchase of Heardle, a trivia game for music lovers. The game consists of listening to the first few seconds of a song and then trying to guess what song it is.
Furthermore, Spotify is also growing in the video podcast industry. Available in the US and Canada, the company is expanding the feature to its new markets (Germany, France, Italy, Spain, Brazil, and Mexico), a bold move considering Spotify is all about music and audio.
We all know that one of the main values of Spotify is to discover new artists and songs (I personally use it for this reason). However, the company will maintain a recent track record of expanding into other markets, such as podcasts and audiobooks. And now games and video.
The real scenario is also bound to make apps and streaming services offer different things to their audiences. Both Netflix and Spotify are looking for strategies to overcome the growing number of competitors in the industry.
With these new trends among these big players, we can see how important it is to diversify content. People want to choose how they consume content, so sticking to one format is not enough.
Heardle 🤝 Spotify
This is the first time Spotify has included a game. But why Heardle?
The game is simple: you have to guess the number or the artist of a song by listening to it for a few seconds. At the end, when the answer is displayed, the game will take you to a link on Spotify.
The idea was also inspired by another popular game called Wordle, published by The New York Times, which is about guessing words. It is also very popular globally.
For now, Heardle is only available on the web. We hope to release the full integration of your mobile app in the near future, although we don’t have a specific date yet.
The intention of adding a game to the platform has several reasons: to provide a more interactive experience, register new audiences and allow people to discover new music.
Also, we recorded how Spotify has been trying to bring multiple playful experiences to its users. Two good examples are spotify wrappedthat allows the creation of comparable pieces for social networks, and the new Karaoke mode, which is offering a very interesting experience.
On the other hand, we have witnessed how the gaming industry is a new target for many companies. Netflix is a great example of this, launching for free games for subscribers in November 2021.
Spotify Video Podcasts
Spotify is working to expand its global podcast presence in general. But it is also trying to compete with YouTube, which already has a massive global presence, and also has a music platform very similar to Spotify, called YouTube Music.
To get closer to this market, Spotify has decided to offer video podcasts to these creators. The strategy began in April this year for the US, UK, Australia, New Zealand and Canada, and now, as of July 12, the extension to six other countries.
Right now, audio and video are the main formats that people consume. Statistics show that 60% of the US population admitted to listening to audio content in 2020. On the other hand, 80% of millennials consider video content when making a purchase decision.
The phenomenon of video podcasts is very interesting. In my case, I use both YouTube and Spotify to enjoy this type of content. And personally, I really like being able to choose in which format I want to consume the content I like.
Do not stay with a single format
Our Internet allows us to share information in many different ways. You can choose whether you want to read the latest news or listen to it while driving to work.
However, it must be taken into account that there is currently a proliferation of multimedia content platforms. For example, for streaming series or movies you have multiple options such as Disney +, Prime Video, HBO Go, etc. In the case of music or audio, you also have Deezer, Google Play, SoundCloud and the list keeps growing.
Offering multiple formats is about standing out from the crowd and continuing to engage your audience with something the competition doesn’t offer.
Interactive content is increasing
While using the new Heardle integration, I was amazed at how this single game can lead you to discover many songs on Spotify. I’m sure this will add to my playlists.
There is something special here: interactivity. Many brands use interactive experiences to achieve their marketing goals. The reason is simple: mix information with entertainment.
When you create an interactive piece, you have multiple options: quizzes, calculators, demos, etc. Anything that allows you to interact with your audience. At the same time, you will better understand how they click and use your content.
Remember, marketing in the digital age is not just about selling a product or service, it’s about providing a complete experience. Users are not satisfied when you limit yourself to only one format or type of content. They look for variety, to be able to select their favorite option.
Look for the habits of your target or buyer person and complete their entire journey.