Spotify has plenty of data to help drill into what works and doesn't work—we know how to get results. Here are our excellent practices for writing and producing Spotify audio ads to help save you time and get you up and running. Remember, these are recommendations from our team of creative strategists and audio experts—make sure your audio ad is your own and meets applicable legal requirements.
1. Keep it casual
Use short sentences that sound the way people naturally talk.
The best audio ads make listeners feel like they're learning about a product from a friend. We recommend you use relatable language and a conversational tone; read your ad copy out loud to yourself, and if it feels formal and stilted, try again.
2. Zero in on one message
Focus on the single most important point of your ad.
Resist the temptation to stuff multiple messages into a single ad. What is the one thing you want your audience to do or think about? The most effective ads share information clearly and directly, which makes it easy to remember.
3. Be economical
Avoid crammed or rushed ad reads.
Aim for as few words as possible in your copy, so you don’t end up with a breathless, run-on voiceover. A deliberate cadence with well-timed pauses helps listeners absorb information. For a :30 spot, we recommend about 60 to 65 words.