Instagram is currently testing a new feature allowing users to add a song to their profile, which recalls the days when Myspace dominated the social media landscape.
Unlike Myspace, where songs started automatically when the profile was opened, Instagram has opted for a more subtle approach: the song added by the user appears in the profile bio and remains in place until the user decides to replace or remove it, and profile visitors have the option of playing or pausing the song, without suffering automatic music playback.
To add a track to their profile, users need to click on “edit profile”, then search and select a track from Instagram’s music library. They will then be able to choose a 30-second excerpt of the track to display on their profile.
The first test of this feature was carried out with Sabrina Carpenter, to promote her track “Taste”. Thanks to this new option, she was able to offer her fans an exclusive preview of her track, before its official release. Instagram specifically highlighted that this feature was, at the time, the only way to listen to the track before its full release.
This strategy proved to be an excellent marketing tool for the artist, enabling her to build anticipation around her music while boosting the engagement of her fans on Instagram. This test perfectly illustrates how this feature can be used by artists to offer exclusive content to their audience, strengthen their presence on social media, and generate excitement around new releases.
Subscribe to our newsletter to stay ahead with the latest Music Marketing news 📧
