Scrolling Through Social Sharing at Spotify With Priscilla Chan and Agns Steinwall Berman
01/09/2022
This concept-social sharing-is ever popular among our users. Whether it's an album drop, a podcast episode, or their Wrapped data stories, Spotify fans are eager to share and explore their favorites with friends and family.
Agn s Steinwall Berman, a Senior Product Manager in Sharing within Platform & Partner Experience (PPX), describes social sharing as the way you want to express yourself with audio. But it's also more than that, she says: Functionally, it's the way you can very quickly recommend something to someone else. And it's very much at the core of the conversations that happen between fans, and of course, between fans and creators.
So while social sharing at its simplest entails sharing your favorite songs and podcasts directly to platforms like Facebook, Instagram, or Snapchat, for Agn s, it also means enabling within your social feed new features like Blend invitations or Wrapped share cards (which debuted for the first time in 2019). It also means thinking through the social aspect of offerings like Canvas or Clips, video content enabled for Creators.
How do we empower fans and artists to express themselves with the content that exists on Spotify? asks Priscilla Chan, Associate Director on the Business Development team. We're looking to cultivate more active participation through a shared experience.
To better understand social sharing at Spotify, For the Record talked to Agn s and Priscilla about the team's early days, what they're focused on now, and the potential for endless capabilities in the future.
Exploring social sharing's origins at Spotify Agn s Steinwall Berman
Priscilla: Our history so far has focused on working closely with partners who support mechanisms and destinations for sharing. Meta (or Facebook) is a longstanding partner given their scale and impact on the social media landscape. A few years ago, as Meta began to expand their platform offerings and diversify the destinations that users could share to, they began to offer tools for partners like us to plug in. This in turn presented an exciting opportunity to invest in the beginnings of our social strategy.
We began first with sharing to Facebook Newsfeed. Everything naturally grew from there, especially with the popularity of the Stories format. It really started with a simple question, What would it look like to share this content out on social?
Agn s: The Instagram Stories integration was where we decided to fully invest in building our own share flow, which is the entry point for sharing from the Spotify app.
Priscilla: Prior to this, sharing was generally seen as an afterthought to the core features on the Spotify platform; whereas now, these partnerships and features are vitally important drivers of the viral loop of growth for Spotify.
Where we're at Agn s: There's been a major shift over the last three years across the company when it comes to social sharing. One of my first projects was to look into the viral loop to understand what the missing data was. Ultimately, we didn't have the full picture of what was driving our growth from a social perspective. We added tools to better understand sharing behaviors-for instance, volume of sharing, engagement and acquisition from shares, interesting industry trends, and so on. With this, we were able to demonstrate the impact and continue to invest with our partners.
Priscilla: In terms of who we are and how we work, I'm part of the team that works with partners to extend the Spotify experience into all the apps, platforms, and devices where you can consume content. To put it simply, we advocate for, build, and negotiate partnerships that drive long-term value for Spotify. In addition to growing our existing partnerships, we're keeping a pulse on new platforms and opportunities.
We work arm in arm with PPX to build all these experiences, and we're supported by an amazing broader cross-functional team: engineering, design, data insights, legal, and licensing-as examples of our internal stakeholders.
And when it comes time to launch an integration, we're also road managing the go-to-market plan. That means plugging in with marketing, comms, customer support, and product marketing to coordinate for launch and beyond. I see our roles as hubs in the wheel, if you will, for making it all come together.
Agn s: I'm product managing two sharing teams, and our mission is to establish the best sharing experiences across Spotify. We work with our social partners to ensure that users and creators can share ubiquitously through a variety of integrations. Similar to Priscilla's, my role entails understanding the industry and where we should be heading in the future. There's the R&D side (what can we build technically?), the business side (what makes sense strategically to meet our vision and key performance indicators?), and the design side (how should the user interface be designed in the most seamless and engaging way?).
I work closely with Priscilla to make sure we are aligned from all of those perspectives before we move forward.
For the good of listeners and artists Priscilla Chan
Priscilla: There are really three key principles underpinning our work:
Ubiquity: Being everywhere where our existing and potential users are extends our global reach. And of course, that extends artists' reach as well.
Expression: In a world that is increasingly virtual and distributed, all the platforms that we're deeply integrated with across social media are vitally important to stay connected. Sharing allows our fans to express themselves and allows art
LINK: | https://newsroom.spotify.com/2022-09-01/scrolling-through-social-shari... |
See more stories from spotify |
Most recent headlines
04/08/2024
Dalet Appoints Santiago Solanas as CEO to Lead Next Era of Growth and Innovation
Dalet, a leading technology and service provider for media-rich organizations, is excited to announce Santiago Solanas as its new Chief Executive Officer (CEO)....
03/06/2024
Dalet and Veritone Reach Agreement to Distribute, Transact and Monetize Media Archives
Dalet, a leading technology and service provider for media-rich organizations, a...
02/05/2024
Reality Slips Away in the Eerie I Saw the TV Glow
PARK CITY, UTAH - JANUARY 18: Jane Schoenbrun introduces the 2024 Sundance Film Festival I Saw the TV Glow premiere at the Library Center Theatre in Park City...
02/05/2024
Meet the 10 Hampton University Students Receiving Spotify NextGen's Scholarship
Spotify is committed to amplifying the voices of underrepresented groups, and th...
02/05/2024
Advertisers and Creators Come Together at Our First-Ever Spotify Sparks in London
With more than 600 million users around the world tuned in to Spotify, there'...
02/05/2024
Gear up for the 2024 Cycling Grand Tours on Australia's Home of Cycling, SBS
Gear up for the 2024 Cycling Grand Tours on Australia's Home of Cycling, SBS Media releases All of the rivalry begins with the Giro d'Italia this we...
02/05/2024
New SBS documentary dives into one of Australia's greatest underdog stories of all time!
New SBS documentary dives into one of Australia's greatest underdog stories ...
02/05/2024
Alone Australia cements its place as one of Australia's biggest hits of 2024
Alone Australia cements its place as one of Australia's biggest hits of 2024 2 May, 2024 Media releases Alone Australia has cemented its place as one o...
02/05/2024
The Making of All of Us Strangers
I always like to base my lighting choices in reality, says cinematographer Jamie D. Ramsay, SASC. For his recent collaboration with writer-director Andrew Haig...
02/05/2024
Hiltron Introduces Field-Upgradable Motorisation Kit for CPI 2385 Satcom Antenna
Accompanying image shows Hiltron's new HMAM-based field-upgradable motorisation kit for the CPI 2385 satellite communications antenna. Backnang, Germany,...
02/05/2024
Millennium Space Systems Selects L3Harris to Build Space Development Agency Electro-Optical Infrared Payloads
MELBOURNE, Fla., May 2, 2024 - L3Harris Technologies (NYSE:LHX) has received a c...
02/05/2024
Samba TV Launches New Generative AI Ad Solution
NEW YORK Samba TV is debuting new capabilities for Samba AI, the company's suite of generative AI technologies. Samba AI's new capabilities provide a re...
02/05/2024
Television Academy Foundation Names Anne Vasquez Executive Director
LOS ANGELES The Television Academy Foundation has announced the appointment of Anne Vasquez as its executive director effective May 13....
02/05/2024
SAG-AFTRA to License Nielsen Streaming Data
NEW YORK SAG-AFTRA has inked a deal with Nielsen to become its third-party provider of streaming content measurement and has announced that it will use the Niel...
02/05/2024
Cineverse Unveils Public Beta of AI-Powered cineSearch
LOS ANGELES Cineverse has debuted cineSearch, its previously announced new content search and discovery service in public Beta....
02/05/2024
Can AI find a way to reduce the broadcast industry's energy consumption?
OpenDrives Trevor Morgan asks if AI has the answer to making data centres for the media and entertainment industry more sustainable By Contributor Published:...
02/05/2024
Bill Baggelaar Asks the Questions: An Unfiltered Look at Media Supply Chain Transformation
Bill Baggelaar Asks the Questions: An Unfiltered Look at Media Supply Chain Tran...
02/05/2024
Two Boston Conservatory at Berklee Alums Nominated for Tony Awards
Two Boston Conservatory at Berklee Alums Nominated for Tony Awards An additional eight alums and two current students performed in nominated productions. By...
02/05/2024
Viewers Call Finding New TV Content Frustrating' in Comcast Advertising Report
A majority of viewers 51% said the difficulty in finding new content on TV c...
02/05/2024
Programming Legend Art Moore Retiring After 53 Years With ABC Stations
Art Moore, who headed production of long-running syndicated series, including Live, said he plans to retire in September as VP of programming for WABC New York....
02/05/2024
Nexstar Will Move The CW Affiliation to WGN Chicago
Nexstar Media Group, which owns The CW, said the network's affiliation will be moving to Nexstar-owned WGN Chicago....
02/05/2024
Future Today Puts First Original Shows on Fawesome Channel (NewFronts)
Future Today said that it plans to launch the first original shows on its Fawesome streaming channel....
02/05/2024
Behind the Music' Returns on Paramount Plus
Behind the Music is back on Paramount Plus with new episodes May 1. Those profiled in the season two episodes are Bell Biv DeVoe, Trace Adkins and Wolfgang Van ...
02/05/2024
All American: Homecoming' Returns on The CW July 8
All American: Homecoming starts season three on The CW Monday, July 8, while season two of 61st Street kicks off Monday, July 22....
02/05/2024
Jerry Seinfeld's Pop-Tart Movie Starts on Netflix May 3
Unfrosted, a movie about the race to create a game-changing breakfast pastry, such as, say, the Pop-Tart, debuts on Netflix May 3. Jerry Seinfeld directs, his f...
02/05/2024
Former BT Sport COO Jamie Hindhaugh joins EMG / Gravity Media
Charlie Cubbon has also been appointed chief operating officer By Matthew Corrigan Published: May 2, 2024 Charlie Cubbon has also been appointed chief ope...
02/05/2024
Durable Goods Signs Lionel Coleman
Durable Goods Signs Lionel Coleman Brie Clayton May 2, 2024 0 Comments Durable Goods has signed multi-hyphenate director Lionel Coleman for commercial...
02/05/2024
Hitsujibungaku's Music Video GO!!! Shot by Kyotaro Hayashi with Blackmagic Cinema Camera 6K
Hitsujibungaku's Music Video GO!!! Shot by Kyotaro Hayashi with Blackmagic C...
02/05/2024
Diamond Sports RSNs Go Dark On Comcast Systems
Bally Sports Regional Networks were taken off Comcast's systems on April 30 when their existing distribution agreement expired and Diamond Sports Group was ...
02/05/2024
Diamond Sports Group, DirecTV Renew Distribution Deal
SOUTHPORT, Conn. and EL SEGUNDO, Calif. Diamond Sports Group ( Diamond or the Company ) and DirecTV have announced that they have reached a multi-year renewal...
02/05/2024
Three Nexstar Stations to Become CW Affiliates
IRVING, Texas Nexstar Media Group has announced that its owned and operated television stations in Chicago, Illinois (DMA #3), Norfolk, Virginia (DMA #43), and ...
02/05/2024
FCC, FTC Ink Agreement to Cooperate on Net Neutrality Enforcement
WASHINGTON, D.C. The Federal Communications Commission and Federal Trade Commission have signed a Memorandum of Understanding to coordinate consumer protection ...
02/05/2024
Haivision Celebrates 20th Anniversary
MONTREAL Haivision Systems Inc. is marking its 20th anniversary by detailing some of the accomplishments and developments that have helped the company become a ...
02/05/2024
Agora Introduces Adaptive Video Optimization Technology
SANTA CLARA, Calif. Agora today unveiled its Adaptive Video Optimization (AVO) technology that uses machine learning to adjust parameters dynamically at every s...
02/05/2024
Study: Streaming Market Is Saturated But Subscriptions Continue to Grow
NEW YORK Kantar has released a new study showing the U.S. streaming market has hit a saturation point, with the household penetration rate stagnating and at nea...
02/05/2024
Samba TV To Spotlight New Capabilities For Generative AI Ad Solution
NEW YORK Samba TV is debuting new capabilities for Samba AI, the company's suite of generative AI technologies, at the 2024 IAB (Interactive Advertising Bur...
02/05/2024
GSTV Pumps Up Research, Programming at NewFront
GSTV, the network that programs screens at gas stations, will be talking about new research and new programming at its NewFront presentation Wednesday....
02/05/2024
EMG / Gravity Media Taps Jamie Hindhaugh To Head Up UK, US, Australia, and Middle East; Names Charlie Cubbon as COO
EMG / Gravity Media appoints Charlie Cubbon COO and Jamie Hindhaugh regional CEO...
02/05/2024
Watch SVG NEXT Conversations, Ep. 2: How XR and Other Emerging Technologies Are Transforming the Landscape of M&E'
Watch SVG NEXT Conversations, Ep. 2: How XR and Other Emerging Technologies Are...
02/05/2024
SVG Sit-Down: Program Productions' Bob Carzoli, Integrum's Kathy Reiland on the Strategy Behind the New Alliance
SVG Sit-Down: Program Productions' Bob Carzoli, Integrum's Kathy Reiland...
02/05/2024
YES Network App Logs Record Usership With New Expanded Pick-N-Play Live Interactivity, YES Rewards
YES Network App Logs Record Usership With New Expanded Pick-N-Play Live Interact...
02/05/2024
Rohde & Schwarz presents its test solutions at CCW 2024 that enable a successful migration to mission-critical broadband
Rohde & Schwarz presents its test solutions at CCW 2024 that enable a successful...
02/05/2024
Baselight training. Paris. Les Lapins Bleus. 27-31 May 2024
Baselight accredited training partner, Les Lapins Bleus, is conducting a five day Baselight training course in Paris in May. Location: Paris Dates: 27-31 May ...
02/05/2024
Skeem Saam: Wednesday's episode, 1 May 2024 [video]
Skeem Saam: Wednesday's episode, 1 May 2024 [video]Missed an episode of Skeem Saam? No problem! Watch the latest episode of your favourite South African soa...
02/05/2024
Prison Journalism: It's alright not to have
Prison Journalism: It's alright not to haveWesley Leong was incarcerated at the age of 15 in 1996 at Pollsmoor Prison. He is currently part of Restore's...
02/05/2024
Tonight on Smoke and Mirrors: Thandiswa's quest to reclaim Caesar's house intensifies
Tonight on Smoke and Mirrors: Lulu navigates the complexities of her relationshi...
02/05/2024
GeForce NOW Delivers 24 A-May-zing Games This Month
GeForce NOW brings 24 new games for members this month. Ninja Theory's highly anticipated Senua's Saga: Hellblade II will be coming to the cloud soon -...
02/05/2024
NVIDIA AI Microservices for Drug Discovery, Digital Health Now Integrated With AWS
Harnessing optimized AI models for healthcare is easier than ever as NVIDIA NIM,...
02/05/2024
ARRI announces the ALEXA 35 Live - Multicam System
ARRI announces the ALEXA 35 Live - Multicam System posted: 02/05/2024 Arri Alexa 35 Live - Multicam System ARRI announces the ALEXA 35 Live - Multicam Sy...
02/05/2024
The Women': Author shines light on forgotten women in war
The Women': Author shines light on forgotten women in warThe bestselling author of The Nightingale', Kristin Hannah, has outdone herself with her new h...