if you are trying to build a fan base on spotify one of the most important things
you can do is to analyze the data so you can learn
how your audience is interacting with your music the best tool to do this
is spotify for artists and there's a ton of information that spotify for artists
will give you where your listeners are coming from how
many streams you have and even how many people are following
you but there's a lot of information that spotify for artists
leaves out but that doesn't mean we can't figure it out so in this video
i'm going to show you how to take the information that spotify for artists
does give you and learn more about your audience
than what they're showing what's up guys it's tom
welcome back to the lab welcome back to another video
welcome back to my life now today i'm going to show you how to break down
the information from spotify for artists to learn more about your audience on the
platform and speaking of spotify for artists
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spotify for artists a lot of data there a lot to pick apart and a lot to uncover
there's a lot that is not listed on the page
but that doesn't mean we can't figure it out and use it to our advantage
so i'm going to show you how i take what spotify for artists
will give us and what i can calculate from that
and how that's helpful as you grow your fan base so let's dive into it alright
we're here on the music page of spotify for artists
and as you can see here are all my releases and here's all the information
from the past 28 days there's a lot of really good
useful stuff in here the stream count per song the listener
count per song the saves per song and you can switch stuff around you can look
at the last seven days you can look at the last 24 hours
it's all really helpful but there's some stuff in here we can use that isn't
listed on the page and that's where this awesome
spreadsheet comes in so this is the spreadsheet that is picking apart all
the analytics for my most recent release must be dreaming
technically not most recent i just dropped a song called we can run
if you want to check that out link in the description of this video
shameless i don't care this song must be dreaming is the song that came out
before that the reason i want to share this
spreadsheet is because it's got a complete table of data
in it whereas we can run has just started so i'm still recording the data
in that spreadsheet so for must be dreaming
i recorded a ton of stuff all the stuff that is in a gray
cell is information that spotify has given me
from spotify for artists so if we go to the last
you know if we go to the last 24 hours here on must be dreaming
you can see that i've gotten 90 streams 56 listeners
and saves are not listed for the past 24 hour period i don't know why that is but
they just don't do it going over here this is not consistent
with today but when i first started recording data
for that song on the first day i had 49 streams and 31 listeners
and from that i'm able to calculate my stream rate and what is the stream rate
the stream rate is basically how many times each listener
is listening to the song a higher stream rate is better
in this case for the first day i had a stream rate of 1.58
and we calculate that by dividing the number of streams by the number of
listeners and you want this to go up over time
let's go down to the seven day window
again you go back to spotify for artists and
same thing we go to last seven days and now we can see saves as well
so go back to the table and you can see i've recorded the same thing streams
listeners but then i've also got saves i've got my stream rate for the past
seven days then i've got my save rate and we
calculate the save rate by dividing the number of saves by the
number of streams and what the save rate basically tells
us is that this is the number of streams it took
for one save to happen of the song so how many streams resulted in a save
and what you want is people saving your songs and listening to it in their own
profile and then you want them following your
profile these are two of the best things you can do and on top of that you want
people listening to the song more than once so
a higher stream rate means people are listening to the song on repeat
and a higher save rate means they've saved that song and they're listening to
it on repeat in their library which is awesome
these are both things that show you that your music
is attractive to these listeners and it's doing well
we calculate all this over time i've calculated it out
for four weeks and then we come down here to the next
set of rows and i've got for the last 28 days so again you go to the
drop down menu here you can see what's happening for the last 28 days
going back here i record that every single day as well the reason i record
it for this amount of time is because what
you want to see is these numbers gradually increase now when you go to
the 24 hour period here it's going to fluctuate it's not going
to consistently just go up in fact none of this is going to
consistently just go up but what you want is that long trend over time
to sort of be growing as time moves forward so
the 24 hour period is going to fluctuate that's gonna happen
but hopefully the seven day window will go up or at least stay largely
consistent and the 28-day window will go up as well
let's just take the stream rate for the 28-day period
it stayed relatively the same for the first
10 days or so and then it started to go up a little bit which is great
and in fact it kept going up for the last two weeks of the release
and then for the save rate it stayed pretty consistently the same it went
up stayed consistently the same for a couple weeks and then as i tapered off
my ad spend it started to go back down which is to be expected this next set of
rows source of streams if i go back to spotify for artists and
i click on must be dreaming after we get past this little table here
we come down to source of streams last 28 days the reason i record this
every single day in the spreadsheet is because
this only reports on a 28 day cycle so you can't break it down by 24 hours you
can't break it down by seven days like you can with the other
statistics so it's important to me to record this so i can see
how my listener base is changing their habits over time with relation to the
song so your profile this is the number of
people who are listening on my profile i want this number to go down because i
want the listener's library number to go up and i also want the algorithmic
playlist number to go up the profile went down over time
the listeners library went up over time and then the algorithmic playlists
i kind of shot myself in the foot on this one stayed the same went up a
little bit came back down i changed my artist name
in the middle of this release so i really kind of shot myself in the foot
as far as getting on algorithmic playlists
are concerned if you want to learn more about that about changing your artist's
name you can check out this video right here it actually went off without
a hitch but i just happened to do it in the middle of a release cycle which
hindsight being 2020 maybe not the best move but it is what it is
the next thing i want to show you that i track is number of playlists
this is also a really good indicator that your song is performing well with
your audience you want this number to go up over time too
and as you can see with must be dreaming it did every single day
i added a couple of at least a couple of playlists to the number
the total number of playlists over time that's all the per
song data and everything in blue is what we are calculating based on the data
which is in gray that spotify for artists will give us
now let's go over here to global metrics this whole next table is global metrics
this is what i take from here my audience tab where i get my listeners
for the past 24 hours streams and my number of followers and i
calculate things very similarly down here so
you've got listener streams and followers total
and every day i tally the number of followers in total
and then i calculate the number of new followers and that tells me
how quickly people are coming to my profile and sticking around
every follower is going to be around for the next release so you want people
following every single follower is a new release radar
playlist to be added on on week one the next thing i calculate is follower ratio
and i calculate this by dividing the total number of followers
by the total number of listeners and basically what this tells me is of the
people who are listening to my music on this day how many of them are
followers now it's not a one-to-one thing
it's not every single person of these 42 percent
is actively listening that day of my followers
but it's a good metric to have because you want it to go up over time as with
everything else that tells you that the people who are
following you are continuing to listen to your music they're not giving you an
empty follow and then never coming back and then just like with the per song
metrics i record the source of streams listeners
gender and listeners age every single day because it's also
listed on a 28-day cycle in spotify for artists so it's
important to grab it day of otherwise you're never going to get that data
again and the reason i like this information
is because it tells me whether or not what's happening on
spotify is consistent with what's happening
in my facebook ad spin which brings me to the next part we come down here to
add metrics now track a lot of stuff with ads i'll
just show you what i've got in here real quickly this is all from facebook ads
and i've got my ad spend link clicks landing page views conversions
and then from there i calculate cost per click landing page view
cost and cost per conversion all that's available in facebook ads too it's just
easier to have the table do it for me i've got my click through rate
my video plays at 95 percent i'm also keeping track
of my custom conversions for my landing page
spotify link click and apple music link click by using the links
that have my facebook pixel embedded in them which i do with a platform called
pixelmate check out a video here for more
information on how i do that and then from there i double check
everything with google analytics and track again the landing page views
the link clicks and the apple music link clicks
all of this information helps me to have a much clearer picture and a much
clearer understanding of a who my followers are who my listeners
are and b how am i performing over time over time
is a very important measure to a very
important lens to look at your artist growth through you want to
see that the things you're doing are working and if they're not working
you need to know so that you can change them by using all of this information
i'm able to better tell which songs are performing better
than others how my audience is responding to them over time
do they like this song do they not like this song is my ad
structure working for this release better than it worked for the previous
release this is all really good information to
have and so i encourage you to record this data every day if you're
serious about growing your fan base i think it's important to know
exactly where your listenership is coming from
and how they're engaging with your craft and one more thing
i'm happy to share this spreadsheet template if you want it i'm not going to
list it when i publish this video but if you do want a copy of it comment on
this video and let me know that you want a template of this spreadsheet so
you don't have to set it up yourself if enough of you comment on this video and
tell me that you want it then i will pin a comment and include
the link in the description of this video
to give you this exact template that i use for my
releases that's it for this video i hope it helps some stuff at the end here if
you want to check that out as always and as always thanks for being here i'll
catch you in the next one
peace