Let’s talk about Pandora and Snapchat’s new partnership.
Pandora Premium listeners can now share their favorite songs, albums, stations, and playlists via Snapchat. Any Snapchat user in the US who also has a Pandora Premium account will be able to see Pandora’s entire music library. If you don’t have a Premium account, don’t worry! If you watch an ad, you guys can still have access to a session of free, unlimited and uninterrupted music.
Everyone who is anyone in this industry is trying to increase engagement on their platforms. More engagement means more awareness of what you have to offer. Plus, it’s a means of ensuring that your consumers keep coming back to stream. This partnership is making it even easier to share your favorite music. Hopefully, it’ll also raise engagement for both these platforms.
More engagement = more streams = more revenue
Not only is this super effective for generating traffic towards these platforms, but it’s also amazing for you artists out there. In a past article, we gave you a rundown of algorithmic playlists and how they work. You can refresh yourself here.
The more people share your music through this new method, the more the service will prioritize sharing your popular tracks with other users who are using the radio tier. This being said, don’t count out other services that do this like Spotify, which remains as one of the best music streaming and sharing platforms out there. However, in a tough landscape that harbors so much competition, it’s up to you to find out what service best meets your needs.
But let’s get back to this partnership hoopla.
If you didn’t know, Snapchat hasn’t been doing so hot for the past couple years. Maybe this partnership will be what helps them out of their financial rut. A merger like this gives Snapchat access to music sharing features without the long hassle of directly licensing music from the industry. This saves a ton of time that would’ve been spent negotiating royalties with all the major labels. This means that they don’t need to pay to license each individual song, and this makes investors very happy.
Let’s not forget that Pandora gets a little somethin’, too. With this, they have access to a much larger user base and stand to gain more users than ever before. “This will be a powerful and comprehensive social integration with music,” says Chris Phillips, chief product officer at Pandora. “The Snapchat product experience and user base are primed for sharing, and our collaboration will provide a creative and compelling way to discover and enjoy music in a way that’s intuitive to Snapchatters.”