Spotify Rolls Out In-App Messaging: A Push Towards Social Music Consumption
Spotify is introducing a new in-app messaging feature, marking a significant step towards transforming itself into a more social platform for music and podcast enthusiasts. This update aims to enhance user interaction and content discovery within the Spotify ecosystem, streamlining how users share and engage with their favorite audio content. This is particularly relevant in Africa, where social interaction is often intertwined with music sharing, potentially increasing user engagement on the platform.
# Keeping the Conversation In-House
Previously, Spotify users relied on external platforms like WhatsApp, Instagram, and other social networks to share songs and podcasts. The new in-app messaging feature seeks to bring these interactions directly within the Spotify app. The feature allows for one-on-one conversations; there are no group chats currently available. Users can initiate chats with individuals with whom they’ve already interacted, such as those they’ve shared content with, collaborated on playlists, participated in a Jam/Blend session, or share a Family/Duo plan. Moreover, to safeguard user privacy, new chat requests require approval. The messaging system also includes emoji reactions for immediate feedback. Messages are easily accessible via the Messages section in the app’s left hover bar.
In conclusion, while the new messaging feature aims to keep interactions within the Spotify platform, the company emphasizes that it complements, rather than replaces, external sharing. This means users can still share Spotify links on their favourite social media platforms. This feature could potentially provide new opportunities for African musicians, creating direct channels for audience interaction and potentially fueling further music discovery.
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