Audio Marketing In 2024: The 5 Best Practices To Make Spotify Audio Ads

With quality audio content, your campaign is more likely to capture the listener’s attention.

But how to spark their interest with some sentences in a short period? Let’s review the extensive guidelines to make your audio ads stand out and target the right audience.

Step-by-step for your compelling audio script

You must remember that people open Spotify to enjoy music or podcasts. And they don’t intend to purchase your merchandise or find out more about your brand automatically. Thus, your primary task is to capture their attention in the first 3-5 seconds and evoke their intention. To do that, you need a strong script that includes:

Clear structure

A strong script is short and impactful one. However, being short doesn’t mean just putting in some random message and expecting it to work.

Here is an example outline to help you break down the words:

• Opening (8%): A friendly greeting or question. Just imagine what you say to get people’s attention when you see your new friend.
• Intro (15%): Introduce yourself and your song name.
• Benefit (50%): Tell your song story. How significant it is to you, etc.
• Wrap (15%): A quick reminder of why your song is great with the audience.
• CTA (12%): A clear direction that could encourage your audience to click on your ads.

There is no fixed structure that you must follow word by word. This is just a suggestion, and you can freely write your script based on your interests. However, you need to make sure it has a clear structure.

Simple language

Within 30 seconds, your message needs to be simple and straight to the point. Start with a clear outline and easy-to-understand language. Ensure the audience gets your point immediately when they hear your ads.

Relevancy

In music marketing, it is essential to know your target audience. By identifying them, you will better understand who you are talking to and decide what compelling story you will tell. Putting yourself into their shoes also increases your chance of converting them into a fan.

Call-to-action message

A call-to-action needs to be specific, simple and aligned with your campaign objectives. In other words, your message needs to drive your audience to a particular action. Depending on your ad’s purpose, you can end your audio by: “Tap on my banner to visit my music career”, “To listen to the full track, tap on my image”, or “Click on my banner to have a 5% discount for my new album, etc.”

Remember to attach your clickable link for listeners to tap and visit your Spotify account!

Test, test, and test

The final step of every campaign is testing. However, not many people see it as an essential task, and some even do it in one go.

You can ask for some feedback from your friend. Try to ask them some questions like: “How do they feel when they listen to it?”, ”Is there any phrase that makes them misunderstand?” and “Can they guess the goal of your message?”

The journey to develop a compelling audio script requires time and effort.