As December arrives, Spotify users around the world excitedly welcomed the highly anticipated Spotify Wrapped, Dec. 4th, showing a recap of their listening habits throughout the year.
Introduced to the platform in 2016, Spotify Wrapped is a collection of users’ personalized listening statistics from the past year. These statistics include their top five streamed songs, artists and genres. Additionally, the total number of minutes the user has spent streaming music is included.
Users can see their top 100 streamed songs in a playlist which is kept in their library. While Wrapped can only be seen for a limited time, the playlist is saved from each year. Along with personalized statistics, worldwide trends are also available to be viewed.
Spotify Wrapped is set up in a vertical, social media story format. With bright colors and popular slang used throughout each screen, it captures attention easily, making it fun to watch. At the final screen, users are invited to share their wrapped on social media, allowing for more publicity.
Spotify has amassed over 640 million users, making it the most popular music streaming service in the world. In partial cause to that success, Spotify Wrapped was created as a savvy marketing plan that has drawn many new users to the platform. Spotify is very popular with younger people and many individuals from schools around the world are interested in the new release.
Spotify Wrapped has become a cultural event with the many users of the service spreading word and creating buzz around the event. Spotify Wrapped creates a visual way to relive an individual’s music journey of the year, causing many to reminisce on their memories of music that they made during that time.
Many other services have copied Spotify in their use of an end of year recap due to its marketing successes, including Youtube, Apple, Reddit and Steam.
Spotify’s unique marketing tactic of Wrapped has made many want to share their data online with their friends and family. The shareable data of Spotify Wrapped has caused the company to have massive success in marketing.
Due to its release during the holiday season many people online have classified Spotify Wrapped as an early gift before the holiday’s, further making Wrapped more successful for Spotify.
