71% of Gen Z see this brand as the antidote to doom-scrolling
Calling all marketers - don't miss this one.
As a news source that operates on social media, we've always said that the number of likes on one of our posts directly reflects how much you all resonate with the brand or specific marketing play featured. The top three pinned posts on our profile reflect some of the top-performing of all time, meaning that you all really loved them - more than usual. The one brand that has consistently remained at the top is Spotify.
The specific post we are referring to highlights how they teased their annual Spotify Wrapped campaign, changing their logo to embody the branding and design of the most popular albums of the year - the coffee cup hinting at Espresso, the Western belt for Cowboy Carter, and, of course, the green logo for Brat:
It was so well done - a guessing game that sent engagement through the roof, with everyone commenting their guesses and tagging friends, excited for Wrapped to drop.
This is just one example. Every piece of creative work Spotify releases - whether a social campaign like the above, billboard placement, or artist collaboration - resonates deeply with their audience because the brand knows them so damn well, both listeners and artists.
In campaigns like Spotify Wrapped, they put audience data at the forefront, using shared listening patterns to build a sense of community. In their most recent global creative campaign, they celebrated the relationship fans have with their favorite artists - using photographers to highlight the traditions and cultures of some of the most powerful fanbases in the world. And in the case of their artists, they understand the visual world and tone of voice of these creatives so much that the out-of-home placements feel like they came straight out of the world these artists are trying to create for their fans and build for themselves.
All of this work is why when you think of “Spotify,” you think of a music streaming platform first - something you use to listen to your favorite music, discover new artists, build and share playlists, and so on and so forth. But there is an entirely different side to the business that many of you would find especially fascinating: the advertising side. This side serves users like you - marketers, founders, brand builders, and advertisers - looking to create compelling content that resonates with both new and existing audiences.
Spotify's advertising business isn't new, but just a few weeks ago, it underwent a major upgrade. This was revealed at Spotify Advance, a very special event where their executives walked through the next stage of Spotify Advertising, unveiling many new features and their implications for the future of the business. And of course, it wouldn’t be a Spotify event without an exclusive musical performance, so they had Laney Wilson perform to close out the evening:
During this event, Spotify shared that they have been modernizing their ad tech, strengthening partnerships, and deepening their expertise to make it easier for advertisers to buy, create, measure, and get clear results on Spotify’s ad platform. Their efforts reflect a significant step forward in automated buying and creative innovation for Spotify, and the broader digital audio industry:
One of the executives who spoke at Spotify Advance was Emma Vaughn, Global Head of Advertising & Content Business Development and Partnerships, with whom we had the privilege of speaking 1-1 last week to dive into all of this in more detail. A huge, major shoutout to Emma for taking the time, and to the Spotify team for making this conversation possible.
Whether you work at a Fortune 500 company or an indie brand in any industry, Emma shared many key takeaways you can apply to your own work - from the importance of audio and video advertising in today’s world, to their new services like the Creative Lab, to brand partnerships highlighting their positioning at the forefront of content, culture, and creativity - three pillars shared by PEOPLE BRANDS AND THINGS.
And if you simply love Spotify and want to learn more about what they’re up to, this is the perfect piece for you as well.
Without further ado, here’s everything Emma shared:
PEOPLE BRANDS AND THINGS: We’re excited to learn more about the Spotify Creative Lab - can you walk us through your creative process with brands? What is the benefit of brands using your in-house team vs. going to external agencies?
Emma Vaughn: We know that creating for Spotify is still new territory for many advertisers—especially when it comes to audio. Our Creative Lab team offers something truly unique: a deep, platform-first understanding of what drives impact on Spotify. We work hand-in-hand with brands and agencies to develop campaigns that are not only creatively ambitious but also tailored specifically for how people engage with our platform. Because we’re creating, testing, and learning on Spotify every single day, we’re able to bring data-backed insights and cutting-edge thinking to every brief—whether it’s building first-of-their-kind experiences like Bestie Mode with Coca-Cola and Oreo, or helping partners unlock new storytelling tools.
The Creative Lab team also offers workshops like Brand Camp, an immersive session that helps brands find their unique voice on our platform, from talent and vernacular to sonic identity and creative strategy. There’s also Blend Session, where creatives and partners come together to ideate in real-time, leaving with a concept ready to launch. And for those already producing, our Mix & Master class dives into data-backed best practices that sharpen storytelling on Spotify—like using dialogue to spark emotion or leveraging music to drive results. We’re here to help brands unlock the full potential of audio.
And while we offer hands-on support, we also collaborate closely with a trusted roster of creative partners globally. It’s not about replacing external agencies—it’s about adding a layer of expertise that helps every campaign make the most of what Spotify has to offer.
PBT: What practical tips or insights can you share with brands aiming to create standout ad experiences on Spotify? What types of content resonate the most? Any key learnings from past campaigns?
EV: We’re seeing a real cultural shift. People are craving less FOMO and having doom-scrolling fatigue, and looking for more meaningful, authentic experiences. That’s where Spotify stands out. Unlike social platforms built for endless scrolling, we offer mood-driven, purposeful moments—whether it’s learning something new on a podcast, curating a playlist for a big life moment, or escaping into an audiobook. It’s why 71% of Gen Z see Spotify as the antidote to doom-scrolling. And that relevance extends to brands too. Because what’s essential to fans is essential to brands.
Spotify is more than just an audio platform—we’re a visual and interactive one too, with over 270 million users watching podcasts on Spotify. Today, we’re helping brands meet audiences where they are, both culturally and emotionally, with multi-format campaigns that feel native and drive real impact. Our research shows that combining audio and video ads increases purchase intent by 27% and incremental sales by 66% compared to audio alone (What We Know research, global, 2024), demonstrating how this multiformat approach works well on Spotify. From automation tools like SAX and SAM, to measurement solutions and creative opportunities through AUX and AI Ads, we’re making it easier than ever for brands to buy, create, and measure on Spotify.
PBT: We’d love to hear more about your collaborations with Coca-Cola and Visa - why partner with these brands and what is the role of Spotify in these campaigns?
EV: At Spotify Advance, we announced a new partnership with Visa and the continued evolution of our work with Coca-Cola’s Coke Studio through AUX—our in-house consultancy that connects brands, artists, and fans through the power of music and culture. AUX brings together Spotify’s deep expertise in audio, live events, content production, and cultural insights to create impactful, off-platform experiences that go beyond traditional advertising. Whether it’s helping FanDuel show up during the Big Game or building Gen Z-focused moments with Samsung Galaxy, AUX is about turning brand ideas into meaningful, real-world connections.
Following a successful first year, Coca-Cola has renewed its commitment to emerging artists through the Coke Studio recording space at our LA office. This year, we’re taking it further with a new live showcase series at Coca-Cola’s LA Live performance space, featuring rising talent from Spotify’s Artist to Watch list. After each show, we’ll capture the artist’s journey from studio to stage—bringing fans even closer to the music and the stories behind it.
PBT: A lot of the brands we spotlight are indie players in categories like beauty and CPG. For those brands who may assume Spotify’s creative offerings are fit for larger-scale brands, what solutions do you have for small to mid-sized companies? Any success stories you can share from working with indie brands?
EV: Spotify Ads Manager is our easy to use, self-serve platform that gives advertisers full control and access to powerful tools that drive performance. In just a few clicks, brands can launch campaigns that deliver results across the full funnel and track results in real-time with our measurement solutions.
We also recently launched our new Spotify Generative AI Ads that enables advertisers in the U.S. and Canada to leverage generative AI in Spotify Ads Manager to instantly generate scripts and voice overs at no additional cost, making it easier than ever to create high-quality, scalable audio ads built specifically for our platform. What once took days can now be done in minutes, with the added ability to test multiple creatives and discover what resonates most with their target audience. As we’ve rolled out AI Ads, we’re already seeing that when advertisers choose to produce an audio ad with Spotify Ads Manager's creative tools, 40% of them are already choosing to do so with our AI Ad tool.