Creativity flows through the channels of every great advertising campaign, which is why Spotify is on a mission to help brands fulfill their creative potential when they advertise with us.

Whatever audience you hope to speak to, there's an ad format to meet the moment. For example, a commuter might hear your audio ad during their morning playlist, a college student could see your video message while browsing between classes, or a parent may hear an offer during a bedtime story podcast.

Ninety-two percent of our users say they use Spotify as part of their daily routine,¹ giving brands a unique opportunity to create memorable, impactful advertising campaigns—and reach those users however and wherever they're hanging out.

But doing this successfully requires a mindset that's strategic and creative in equal measure. Whether you're new to digital audio and video ad campaigns or looking to beef up your existing marketing mix, here are three recommended steps to fuel your creative approach in 2025.

1. Think like a fan

The key to connecting with Spotify's 640M+ monthly active users? Meet them where they are. Spotify users have created more than 4 billion playlists reflecting their daily moments²—from morning commutes to workout sessions and study breaks to dinner prep. This behavioral data provides rich insights for fine-tuning your message.

To help maximize your campaign's impact, consider the following tips:

Be there 24/7

By showing up every day on Spotify, you can align campaign creative with specific moments and mindsets. Even better, nearly three-quarters (73%) of Spotify fans say they're open to ads when the tone matches what they're doing.³

Get personal

Zero in on your audience's real interests and activities—whether it’s cooking, gardening, getting creative, playing board games, or something else—you should optimize your creative to match those moments. The more specific your targeting, the more meaningful your message.

Tap into fandom culture

From playlist titles to podcast choices, users express their interests and passions through their listening, viewing, and browsing habits—creating natural opportunities for relevant brand connections.

Meet the mindset

Spotify's unique insight into user behavior reveals not just what people are listening to, but why they're engaging with certain types of content. From "locked in" workout playlists to "dark academia" soundtracks, these trend-driven descriptors help brands understand and connect with specific mindsets.

2. Act like a creator

Spotify is more than an advertising platform—it's a creative playground for brands. Here's how to make the most of Spotify's many features and formats:

Tell a great story

Follow the lead of creators on our platform, who masterfully weave narratives that keep listeners engaged. Whether through serialized audio campaigns or multi-episode branded podcasts, immersive storytelling can help you forge deeper connections with your audience.

Create multi-sensory experiences

Break free from traditional ad formats by crafting campaigns that engage multiple senses. Experiment with ASMR, dynamic soundscapes, and striking video content to create memorable brand moments that stand out in fans’ daily routines. Or, explore Canvas for Advertisers to enhance audio narratives with immersive, looping visuals that bring your story to life.

Add more to your mix

With options spanning audio, video, and display formats, brands can craft multi-dimensional campaigns that capture attention across different touchpoints. Experiment with various options, from Video Takeover to Opt-In Video, to find what resonates best with your target audience.

Let data guide your creativity

Use Spotify Ads Manager to understand how your audience engages with different creative approaches, then adapt your storytelling strategy accordingly. Your brand's data can be powerful creative fuel too. Consider how you can transform first-party insights into compelling stories—for instance, by turning customer testimonials into audio stories or translating product stats into entertaining soundbites.

3. Tap into culture

When cultural moments hit—from movie premieres to sporting events to global concert series that sell out in seconds—they reverberate across Spotify through music, playlists, and podcasts. Smart brands tap into these moments authentically.

Whether it's aligning with major sporting events or tapping into niche interests like “gymcore phonk” or "cat calming music," there's a cultural conversation waiting for your brand to join.

Here are three ways to make the most of cultural moments:

Find the moments that matter for your brand

Cultural touchpoints offer creative opportunities for brands to join conversations organically. From major movie releases like Barbie (which drove an 1,800% spike in streams of the Barbie Official Playlist⁴) to tentpole events like the 2024 Paris Games, these moments create natural opportunities for brands to connect with engaged users.

Reflect the vibe...

There’s always something abuzz in the cultural atmosphere. From digital detoxes to "Femininomenons" and “cottagecore,” Spotify provides multiple entry points to meet the moment and connect with hyper-specific audiences.

...and don't be afraid to get weird.

Think outside the box to reach younger audiences. In 2024, "IYKYK" was the most streamed mood by Gen Zs on Spotify,⁵ showcasing how audio content captures emerging cultural trends and expressions.

Turn up your creative potential

Some of the most effective Spotify campaigns combine these three elements—fan insight, creative execution, and cultural relevance. Recent data shows that marketers are hungry for such opportunities, with 96% agreeing they could benefit from more creative possibilities.⁶ Spotify delivers on this demand: A full 87% of marketers agree that Spotify allows them to be more creative compared to other platforms.⁷