Spotify Wrapped is one of the best marketing strategies of 2023 — it's brilliant for many reasons, but the best part is that marketing professionals can learn a lot from it by understanding each trick Spotify Wrapped uses and applying it to our own businesses.
How do you run a low-cost marketing campaign? How do you get your users to create content for your platform? How do you achieve maximum visibility with your campaign? These are the problems this brilliant campaign from Spotify solves.
If you're interested in understanding the key points of this marketing and advertising strategy carried out by this major multinational, you can read all the detailed information in this post.
How can I access my Spotify Wrapped?
Accessing Spotify Wrapped is easy and fun. Once logged in to the app, users will see a banner for the 2022 edition of Spotify Wrapped. Selecting this banner takes you to an interactive page where you can explore your musical tastes from the past year.
You can listen to your most-played artists, songs, and podcasts, as well as explore the platform's musical trends.
It also lets users find out what their favorite artist listened to throughout the year and share their results with friends.
This annual event is a great way for Spotify users to discover new music and reflect on their own musical tastes — getting a musical summary of the year. In short, it's a personalized experience.
What is the Spotify Wrapped marketing strategy based on?
Spotify Wrapped is an annual trend marketing strategy used by Spotify to promote its music streaming services. Every year, millions of users share their Spotify Wrapped results on Instagram and other social media.
The campaign is based on users' data from the past year, such as the artist, song, and album they streamed the most — allowing them to reflect on the past year and discover new music trends.
Spotify also uses this marketing strategy to reach more potential users, as it allows them to connect with people who are already interested in music streaming while introducing new content they may not have heard of before. Thanks to its success, it has become one of Spotify's most popular advertising strategies and has been used by millions of users every year.
How did Spotify Wrapped become a successful marketing strategy?
Spotify Wrapped has become one of the most successful marketing strategies employed by the music streaming platform. Its inaugural launch in 2019 saw higher user engagement, and it has since become an annual event. With a specific hashtag and a dedicated companion website for Spotify Wrapped 2022, users are encouraged to share their experiences on the platform and engage with one another.
By increasing user engagement, Spotify can advertise more effectively and grow its user base over time. It's also a great marketing tool for its artists, as people are more likely to download songs after seeing them on a Spotify Wrapped list. This also serves to boost revenue for the streaming platform itself through the paid subscription services tied to it. All these factors have contributed enormously to the success of this strategy, and it looks set to continue at least through 2022.
Why do people share Spotify Wrapped?
Whether you have an app or a business where you want to apply the strategies Spotify uses, what matters is that you understand how they've managed to have millions of active users. The secret? The campaign puts the person at the center — they become the protagonist. Here's a summary that can help you give your users/customers the spotlight:
- Personalized experience for the user.
- Creates a certain competitive spirit among people who want to share their results.
- FOMO effect (fear of missing out).
- Visually very appealing — it includes colors and shapes that capture attention.
- Because it talks about you — online you almost never come across something that's about you, and Spotify does that. For once, you're the star.
- Because it's an annual event that all users look forward to. Honestly, I looked forward to it too.
- Because it's something simple and direct.
Why is Spotify Wrapped brilliant?
- Because it creates UGC, meaning User Generated Content — content created directly by users.
- Because it creates exclusivity — only people who have your product can share the data that everyone is sharing.
- Another exclusivity factor: it only happens once a year.
- Because it creates virality through sharing on social media.
- Because on Instagram, artists are among the most followed profiles, and when they share their Spotify results, they promote the platform (it's a double win — promotion from users and from artists).
- Because the advertising spend for this virality is negligible.
Find your growth opportunity
If you feel the need to create a growth strategy for your company, I'm at your disposal. I offer a growth coaching service where, among other things, I can help you identify growth opportunities based on data analysis.
I also have a business growth club where we analyze cases like Spotify Wrapped and discuss all topics related to growth — whether growth hacking, growth marketing, or business growth in general. It's a great place to share ideas, ask questions, and learn from other professionals in the field.
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