Spotify’s visual shift – how your brand can get on board

Video content is hot. 

She’s the It Girl who turns heads wherever she goes. In 2025, it’s still going to be all eyes on her.

One platform that has realized this is Spotify, which has recently announced a deeper shift into video content in the new year. With video podcasts and a new creator monetization model, we’re seeing the music app transform into a visual-focused platform.

So, what does this mean?

We spoke to Charlotte Littlewood, Account Director at Brainlabs, who talked us through what to expect, and why creators and brands should prioritize visual production content going into the new year.

It’s a creator’s world

Creator-driven economies continue to rise. With the demand for different types of influencers in multiple niches, more and more creators are building valuable communities and gaining traction. TikTok and YouTube created the blueprint with their creator programs, and they’ve proven they can be lucrative for the influencers involved, and platforms like Spotify are jumping on this bandwagon. Their announcement of uninterrupted video podcasts and an audience-driven payout model incentivizes creators and brands to invest in high-quality content.

Spotify has over 640 million users and already hosts 300,000 podcast shows. More than 250 million users have watched a video podcast on the platform, and nearly two-thirds prefer them over listening-only podcasts. Spotify’s new strategy gives users what they want and enables creators to thrive. By integrating tools like video clips for discoverability, premium ad-free viewing, and a dedicated Spotify Partner Program, creators can grow their audiences and monetize more effectively. 

Charlotte says, ‘We’re seeing a shift in content becoming a hybrid between editorial and social-first. Channels have become saturated with creators and editing skills, and content production is leveling up. Spotify focusing on video for 2025 is only going to deepen that.’

What this means for creators and brands 

Video content is not optional in 2025. From short-form reels to studio podcasts, creators and brands need to invest in visual production to engage their viewers. On TikTok, historically, users have favored raw material over polished production, but that’s changing. With people commenting on high-quality videos asking if they’ve gotten onto “premium TikTok”, there’s clearly a desire for this kind of content. And Spotify has leaned into that. They’re focusing on high-quality editorial content while maintaining a social-first approach. To succeed on Spotify, creators should focus on storytelling, editing, and delivery to connect with their audience.

Traditionally, brand ambassadors have shown up in the same ways on the same channels, and while these aren’t going anywhere, brands should be actively searching for new ways to cut through. 

If brands are investing in influencers (and if not, why not?!) they should develop a long-term strategy with creators who prioritize video content. Those who utilize Spotify’s program will be ahead of their competitors. 

This strategy requires a shift

Rather than focusing on reacting to trends, brands should collaborate with influencers as part of a broader media plan. 

But how do brands find the right influencers? That’s where Brainlabs comes in. With our proprietary Bytesights tool, we can analyze creators’ success and match them to brands’ values and goals. Spotify’s upgrades are leading the visual production trend, and it will be interesting to see if other platforms follow suit. No one knows exactly how Spotify’s development will change the influencer marketing landscape, but we are best positioned to help our clients navigate the process.

If you’re a brand looking for new influencer strategies, don’t miss out on Spotify. Talk to us today to see how we can help you.