Spotify Wrapped
A Genius Marketing Campaign
Each year it seems like everyone (who uses Spotify) cannot wait for their Spotify Wrapped to come out. Typically each September/October we see people talking about it on social - telling each other to get more listening time in as Wrapped season is upon on us. Then, at the end of November, you see someone post their Wrapped results to stories - prompting others to immediately open the app and see what their’s is - with them proceeding to share. Followed by converstations, brands ripping off the idea and making their own - surely it’s become a trending topic during this time.
So, why is this so successful?
It makes people feel like they are a part of something/a community
It gives consumers something to share that is custom to them
It’s generally fun to see - people love the data and the graphics are engaging
Maybe every brand it’s set up to have something like Spotify Wrapped - the data Spotify has is insane, but what can you, as a brand take away from Spotify Wrapped to give your consumers something?
Community
This is one of the hardest thing a brand can do - authentically - and to keep people actually engaged. Spotify used data to connect people who use their products. Does your business have consumer data that you can get creative with? Do you have brand loyalists that have their own community that may already evolve around your brand? Tap into that.
Shareable Content
One top social media metric we focus on is post shares and saves. Today, this is more important than likes and comments. When you are working on your strategy and creating content, is this metric top of mind?
Fun Visuals
Spotify Wrapped presents itself like Instagram Stories to click through and makes the visuals fun to watch. We are past the days of simple graphics and flay lays - people are wanting more than what ever brand has been posting for the last 5 years. Create something that is ACTUALLY scroll worthy.