The Next Social Network?

We plug into it with our closest friends, dance to it with

complete strangers and discuss it among our newest

acquaintances. There’s no doubt about it: Music is a

deeply powerful connection point for humans.

Nielsen found that on average, Americans spend more

than 32 hours per weeklistening to tunes. And by mid-2017,

they had already requested 184 billion streams via on-

demand music streaming platforms such as Apple Music

and Spotify, a 62 percent increase from the same mid-year

mark in 2016.

Music platforms are poised to be the next social media

frontier. With 159 million users (and counting), Spotify

has already accomplished the user growth that sinks so

many aspiring social networks. Now, social marketers just

need to capitalize on it.

In the age of mixtapes, music lovers wanted to know what

their best friends were listening to. Today, they want to

connect with their favorite influencers and brands in the

same way. By treating music streaming as a new type of

social network, brands can connect with consumers on a

deeper level and inspire stronger loyalty among fans.