On Monday, Taylor Swift joined a small but mighty group of artists who refuse to have their music on Spotify, the music streaming social platform.
Though the exact details are fuzzy, one can’t deny the decision was swiftly (pun intended) mourned by her immediate Spotify fanbase, which includes more than 40 million users, with nearly 16 million of them having played her songs in the last 30 days.
And what does this have to do with social media marketing? Well, we’re glad you asked!
But first? Let’s talk about you.
Social media marketing has long been regarded as a passing craze, something that can’t possibly catch on. The internet is too fickle, too shallow, too fast and frankly, investing in a platform like Facebook as a smart business decision, seems outright ludicrous.
So you’ve avoided it. You’ve invested in newspaper advertising. In radio jingles. In highway billboards. You’ve advertised in glossy magazines. In something solid you can stand on. Something you can trust.
Unfortunately, despite its best efforts, the world of print and radio advertising is dying. It’s being quickly replaced by a sleeker, faster digital model. And if you still think social media is a passing fad after 10+ years, well it’s time to look at some statistics. After all, facts are important here, and as any good businessperson knows—it’s the numbers that matter:
• 1.35 billion monthly active users on Facebook
• 100 million daily users on Twitter
• 200 million daily users on Instagram
The numbers don’t lie. The world is going digital. It’s where human interactions and customer transactions are happening just as much online as off of it. Where time is money. And if you’re not investing in the not-so-new frontier of social media marketing, you’re wasting precious minutes and hard-earned dollars.
It’s time to embrace new social media platforms and ways to reach your customers, and your potential customers.
Which brings us back to Taylor Swift’s decision to remove her music from Spotify.
In the short term, this decision may result in a boost in physical CD sales. In fact, her new cd, 1989, has sold 1.28 million in the first week alone. But if Taylor Swift wants to have longevity as an artist, she eventually will need to go where her listeners are.
Whether you’re an international pop star or a start-up business, the numbers speak for themselves. Your fans, customers and your brand’s infinite potential are found online. More specifically, on social media.