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0:04
An example of a brand
that successfully
incorporates demographics,
psychographics and user
behavior is Spotify.
Spotify is a Swedish
audio streaming
and media service provider
that was founded in 2006
and provides access
to digital music,
podcasts and video services
to millions of songs and content
from creators all
over the world or
free or with a
premium subscription.
It's the most popular music and
podcast streaming service today.
This brand has successfully
leveraged demographics,
psychographics and
user behavior to craft
highly personalized and
effective brand storytelling.
0:52
Regarding demographics,
Spotify collects
demographic data,
such as age, gender,
and location,
to tailor its playlist
and recommendations.
For example, it may
create and promote
region-specific
playlists or campaigns
that resonate with
particular age groups,
such as nostalgic
music for older users
or trending hits for
younger audiences.
I use Spotify
personally to create
my workout playlist
and podcast list,
which I enjoy listening
to while commuting.
1:28
Regarding psychographics,
Spotify goes beyond
basic demographics
by analyzing the
psychographics of its users,
their values, lifestyles,
and interests.
By understanding the types of
music, podcasts, and
genres users are drawn to,
Spotify can craft
stories that align with
their listeners' emotional
and psychological profiles.
This is evident in Spotify's
"Wrapped" campaign,
which gives users a personalized
year-in-review summary,
tapping into their unique
preferences and behaviors, and
creating a narrative around
their personal music journey.
