Spotify將在假期期間 測試自己的Stories功能

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  • Spotify將在假期期間 測試自己的Stories功能

      202103/1611:57

    ◎Stories功能進入大多數主要社群網路後,串流媒體似乎將在這個假期開始流行,Spotify將為藝人推出自己的Stories版本。
    ◎Stories功能在多個社群網路上大受好評,看起來Spotify現在正在推出自己的版本。在一次公測中,該公司公佈了耶誕節流行歌曲的故事,其中包含大量的節日歌曲。
    ◎如果Stories能夠在未來全面推出,這可能是藝人擴大觀眾數的機會。由於該功能在其他平台上已經增加,這可能是藝人發獨家內容的地方,以便粉絲更好地了解他們。
    ◎無論好壞,Instagram,Snapchat,Facebook,YouTube,Twitter甚至LinkedIn都提供了Stories功能。隨著人們不斷回來查看最新發文,每家公司都通過引入該功能看到了期望的指標增長。
    ◎對於藝術家來說,Stories也有不利之處。該功能在感覺真實時最成功,如果只是機械性發文,則可能會產生反效果。另外,“Stories”必須在所有其他平台上發布,創作者的疲勞感是潛在的不利因素。
    ◎Stories的實現並不確定,因為Spotify認為當前的Stories只是一個測試。藝人和唱片公司似乎在是否有用上,看法分歧。有人認為這只是更多的行銷工作,要到2021年初,才可能知道它是否會消失。

    詳細全文:

    After some version of a ‘stories’ feature has made its way to most of the major social networks, it looks as though streaming will be getting in on the action this holiday season, with Spotify set to roll out its own version of stories for artists.
    The Stories feature is a big hit on multiple social networks and it looks like Spotify is now rolling out its own version. In what is acknowledged as a test, the company unveiled a Christmas Hits story (see the image above) featuring a slew of Holiday songs.
    If Stories are fully rolled out in the future (no guarantee of that) it could be an opportunity for artists to grow their audiences. In-app time has gone up on other platforms as a result of the feature, and it could be a place for artists to display exclusive content so that fans get to know them better.
    That said, stories will only be enabled for artists, labels and curators in an effort to decrease the clutter that comes when the feature is available platform-wide.
    Instagram, Snapchat, Facebook, YouTube, Twitter and even LinkedIn now provide a story feature, for better or worse. Every company has seen the desired increase in metrics by introducing the feature as people constantly come back to see the latest post before it expires.
    For artists, there is a downside to Stories as well. The feature is most successful when it feels authentic, so if a third party is mechanically driving the posts, it’s possible that story implementation might have the opposite desired effect. There’s also the possibility that Spotify will also open it up to a new ad format, which is probably the intent all along.
    Another potential downside is creator fatigue, since Stories is yet another series of posts that has to be made beside on all the other platforms as well.
    As stated before, the implementation of Stories is no sure thing as Spotify views its current few as merely a test. Artists and labels seem split on whether it will be useful or not, as some see it as just more marketing work. We probably won’t know how it shakes out until early in 2021.

     

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