Spotify localisation: a case study

source: sidify.com
  1. One of the very first strategies Spotify used was ‘social media localisation’ by providing a prototype version of the app in the bloggers market. At first, when positive responses were gained from Swedish bloggers then the niche within this blogger market was increased to make it much more global and inclusive. Later, when the app’s finalised version was launched there were already enough supporters that Spotify had successfully bagged through the influence and word of these bloggers.
  2. After this stage, Spotify was able to grow its team and started to restrict the user invites that one could give to their friends. This pushed the propaganda of ‘signing up’ within the Spotify service and increased the exclusivity principle that was much needed in the music industry at the time Spotify entered the bigger markets for licensing deals. Since the global industry music revenue had fallen massively at the time, it made the big four (EMI, Sony, Warner Music and Universal) desperate to land a deal with a gradual growing app.
  3. When Spotify integrated with Facebook investors, it was able to tackle two hurdles; one was to halt the worrying for long-term survival and another was the reduction in friction during the sign-up process of the app. The latter was crucial because it not only made signing up effortless but it provided Spotify with an easy universal sign-up process that broke any country, language or religion barrier. Within four days, Spotify had scored one million new users and was the only music company to have such an easy and universal sign up process.
source: google images
source: mashable.com
  1. Know your market: Spotify had more than just a language barrier to overcome. Other major issues include piracy and illegal downloads. But the company saw an opportunity to tackle this. For companies considering global expansion today, can take learn from Spotify’s confidence and look at how your business can do something better than what is currently available.
  2. It’s all in the details: Spotify didn’t just look at individual countries when it came to localisation; it got down to demographics, too. For example, they noticed a particularly high number of young people in the region, then tailored the platform’s communication and content in accordance with them.
  3. Work with experts: With the help of local experts, including language translation providers, you can break into a new market and connect directly with a huge new audience — anywhere in the world.

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