It’s this time of the year again: Spotify Wrapped is here!
In 2016, the viral marketing campaign ‘Spotify Wrapped’ was first launched. Each December, Spotify offers a personalised list generated by the individual data of activities on the platform. ‘Wrapped’ provides an annual summary and allows users to see which artists, genres and songs they have streamed the most this year. The campaign aims to encourage people to share their rankings across various social media channels and let others be a part of their experiences.
Millions of people post their ‘Wrapped’ via social media each year and eagerly await December to see their individual lists. Yesterday I was scrolling through my Instagram and every story was a share of personalised playlist.
But WHY does the campaign WORK so well?
Here are 5 reasons why:
1 It connects. ‘Wrapped’ offers the possibility to give others and yourself an insight into what kind of music you listened to throughout the year. It enables discussions and gives room to create deeper connections through music.
2It motivates. Are you one of the 1% of Artist x’s top listeners? Spotify manages to arouse curiosity, stimulates users to find out if they really are super fans and encourages them to use the platform more.
3It entertains. First, the data is used for gamification and provides a fun experience. Second, especially on platforms like Instagram, it is refreshing to see peoples playlists rather than their food or random people.
4It creates a sense of achievement. Spotify gives the opportunity to get the attention of our favourite artists by showing our dedication for their music.
5 It creates emotions. Music is connected to emotions and reflects different moods and memories. ‘Wrapped’ manages to transport us back to certain moments and review our year. It’s like a digital archive.
We’re doing the work and Spotify profits?
Spotify, as a product platform, profits through its own user base advertising, creating a buzz that triggers a worldwide hype. As digital optimists like Freedman argue, social media have transformed our societies and the options consumers have. They have more power than ever and their control will continue to grow through the possibilities of collaborating and exchanging. User generated content is not a new method used by brands to get users to become part of their advertising campaigns.
Smicek states that modern capitalism focuses on using data as a crucial resource. Especially in terms of marketing, Spotify is not only running on data but has found a way to use the raw material data effectively by creating ‘Wrapped’. That is especially useful when it comes to securing a major advantage by fencing out other competitors in the industry. Apple music for example started their own version of ‘Wrapped’ three years later, trying to imitate the success that Spotify found. However, Apple’s attempt to surpass ‘Wrapped’ turned out to be not as notorious as its competitor. From hashtags to contests- brands are becoming more and more creative.
Spotify is particularly clever, because what doesn’t seem like advertising at first glance is arguably the most influential advertising method.
Spotify manages to create a genuine cultural moment that motivates people around the world to share their music. The design and the functions of ‘Wrapped’ are made to shape communication. Customers are becoming active parts of the campaign and play an integral role. Spotify managed to break down barriers and uses their campaign as a marketing tool that motivates consumers to keep their subscription, directly linking the consumers to its platform and vice versa.
The campaign supports Leadbetter’s idea of a ‘We-Think’ revolution, where a new culture of participating and sharing is happening through social media. The consumer is becoming a ‘prosumer’ by promoting the app through producing the ‘Wrapped’ by using and sharing it. It helps people to connect with each other through shared opinions and activities.
Whether through social media or in real life:
‘Spotify Wrapped’ is on everyone’s mind in December.