How to Use Spotify Clips for Music Marketing in 2025

Music surrounds us everywhere — it's in coffee shops, on the streets, in endless playlists. But despite this abundance of sound and choices, artists still face the challenge of standing out and really connecting with listeners. In 2025, one of the most unexpected ways artists engage with fans is inside Spotify, through a feature called Clips.

What Are Spotify Clips?

Spotify Clips are short videos, up to 30 seconds, made by artists and added directly to tracks, albums, or artist profiles. The big difference between them and TikTok videos or Reels is that Clips are seen by people who are already in the mood to hear music, not just scrolling through a feed. On Spotify, users are more open to sticking around for something like a story about a song’s meaning than when they're bombarded with viral dances, trending memes, and ads.

Clips are like little windows into your world, through which you as an artist can tell fans where a song came from, crack a joke between tour stops, let them see a behind-the-scenes moment, or just say thank you. It’s quick, easy, and feels a lot more personal.

How Artists Are Using Spotify Clips in 2025

If you browse Spotify’s most active and inventive artists today, you’ll see a wide variety of approaches to Clips. For example, Omar Apollo, known for blending R&B and indie pop, has used Clips to tell fans the stories behind his songs. Indie singer-songwriter mehro often posts quick looks behind the scenes and teasers for what’s coming next. Meanwhile, pop star Tove Lo shared Clips that introduce her new releases and let listeners in on what inspired her latest tracks, all adding a personal touch to her music.

How to Create an Effective Spotify Clip

Making a successful Spotify Clip starts with... No, not with a marketing brief or a content calendar, but with a moment, like packing up after rehearsal or walking home after a writing session. Most Clips are shot with a phone, in whatever space feels comfortable. The vertical video format might seem restrictive, but it actually inspires intimacy by mirroring how people use their phones. Recording is simple, but what matters is the feeling you share.

It’s helpful to keep things flexible and be ready to capture moments as they naturally unfold, instead of sticking to a strict filming schedule. Some of the most engaging Clips come from spur-of-the-moment recordings during rehearsals or relaxed studio sessions where casual jokes, shared memories, or unexpected interactions let real personality shine through.

Adding context in the caption, such as mentioning where the video was filmed or tagging a collaborator, provides extra detail that feels inviting for listeners. Uploading and attaching a Clip through Spotify for Artists is an uncomplicated process that doesn’t require much time or effort. The main creative challenge is simply recognizing and sharing those genuine moments that offer listeners a fresh, authentic glimpse behind the music.

How to Upload and Use Clips

Spotify for Artists provides an easy way to create and upload Clips:

1. Record your video vertically, keeping it under 30 seconds.
2. Log in to the Spotify for Artists dashboard and navigate to the Clips section.
3. Upload your video and link it to a specific track, album, or your overall artist profile.
4. Add a caption to give context or personality.
5. Publish immediately or schedule for a key release date.

Spotify recommends that Clips be reviewed for compliance with community guidelines before publication. The platform doesn't require high production values; natural, unpolished videos often feel more genuine and approachable for fans.

What Makes Clips Effective? Official Guidance & Artist Insights

Spotify’s own communications stress that authenticity and directness are key to successful Clips. Overly rehearsed or heavily edited videos generally don’t resonate as well as low-key, honest messages. Some of the most impactful Clips documented by Spotify include brief explanations behind a song’s lyrics, casual tour updates, shoutouts to collaborators, or quick moments from a recording session.

Here are best practices taken from official Spotify advice and artist feedback:

• Share authentic moments. Don’t script every word. Instead, speak with fans as if you’re talking one-on-one.
• Provide context. Use captions to add depth, such as describing when or why a Clip was filmed.
• Connect with releases. Tie Clips to singles or albums to offer richer context and build anticipation.
• Vary content. Mix planned updates (like launch day greetings) with spontaneous insights for a human touch.
• Encourage participation. Invite fans to comment, share, or check out other tracks.

Spotify summarizes this approach:

“Clips help deepen the connection listeners have with an artist’s catalog by offering an additional layer of storytelling. Fans discover these videos while they’re already streaming, exploring, and generally spending more time with your music.”

Effects on Listener Engagement and Discovery

Spotify’s public materials don't claim specific growth metrics, but the company highlights several qualitative and structural benefits:

• Integrated experience. Since Clips are found inside the music app, they meet fans where they are most invested. This differs from off-platform posts, which rely on redirecting audience attention.
• Deeper storytelling. Clips invite listeners behind the scenes, adding new dimensions to album or track launches.
• Potential for algorithmic support. While Spotify is careful not to overpromise, they note that user interaction with Clips (watching, sharing, lingering) adds to the behaviors that recommendation systems consider when surfacing tracks for playlists or personalized mixes.
• Personal connection. According to Spotify and their spotlighted artists, Clips foster a feeling of closeness and realness, encouraging fans to seek out more music and possibly increasing loyalty.

Spotify’s video testimonials from artists like Omar Apollo and Tove Lo reinforce these points: both mention that creating Clips helps fans feel involved in their process and generates excitement around releases, though neither offers exact figures for streams or saves.

What Spotify Doesn't Confirm: Facts and Limitations

Artists considering Clips should recognize that, while platform support is strong, the feature’s widespread effect on fan behavior, catalog discovery, or revenue isn't yet documented in publicly available research or case literature beyond individual testimonials from a very small number of musicians. As of mid-2025:

• Spotify has not published platform-wide statistics linking Clips directly to increases in streaming numbers, playlist adds, or official revenue growth.
• While Spotify markets Clips actively, official data doesn't specify what percentage of artists are using them, nor which genres lead in adoption.
• Only a small set of artists (mainly Omar Apollo, mehro, and Tove Lo) have been publicly highlighted by name by Spotify itself as noteworthy users of Clips. Most big names aren't confirmed as regular Clip users at this time.
• Clips are only visible inside the Spotify mobile app by visiting an artist’s profile; there is no public index or aggregated feed.

How Clips Fit into the Bigger Picture of Music Marketing

Clips supplement rather than replace traditional social media activity by allowing artists to highlight what matters most (stories, processes, gratitude) at the moment fans are locked in with headphones. When paired with other marketing tactics, such as coordinated social announcements, live session releases, or merch drops, Clips can help bind everything together, making the artist presence on Spotify more lively and less static. Unlike throwaway social posts, Clips linked to songs or albums can accrue value as fans revisit favorite tracks and discover new context over time.

Follow LALAL.AI on Instagram, Facebook, Twitter, TikTok, Reddit, and YouTube for more information on all things audio, music, and AI.