What is the awaited event at the end of the year that excites everyone and invades social media platforms for several days? No, it’s not Christmas, but the release of Spotify Wrapped.

copyright: Spotify
This year, on November 29, the biggest wrap ever created debuted on the platform.
But what is Spotify Wrapped? It can be described as the musical hindsight of your year: a personalized resume capturing your music journey.
This customized experience is made possible due to the meticulous records of songs and artists you have enjoyed, maintained in a detailed history by the platform. As the year draws to a close, the Swedish streaming powerhouse gathers your user data, creating a unique compilation of videos with all of your information organised according to the theme characterizing the Wrapped identity for the year.
This idea has evolved into one of Spotify's most triumphant and widely shared marketing strategies on social media, replicated by several competitors’ platforms and companies.
The brilliance of this strategy lies in the fact that whenever Spotify unveils "Spotify Wrapped," social media platforms are flooded with users sharing these images, effectively providing the service with extensive and free advertising. It is a feature posted also by celebrities and world-famous stars, therefore the size of the audience reached is unbelievably vast.

copyright: Spotify
Another peculiarity of this experience is that every year is characterized by a different vibe reflected in the design chosen to represent your little journey through the songs and podcast that marked your year.
As declared by Louisa Ferguson, Global Head of Marketing Experience for Spotify, the past twelve months have experienced “something that felt chaotic with regards to how people consumed culture” and, therefore, “we realized that your “Wrapped doesn’t lie.” The data is real. And so we leaned into creating the realest Wrapped ever”.
This year's Wrapped identity playfully accentuates the "real" theme, drawing inspiration from the nostalgia of early internet expressions, while infusing a modern perspective. Creators skilfully adjusted various elements to craft layouts that emanate a sense of fluidity and dynamism.
What makes the experience even more personal, creating a sense of belonging and attachment, is the special message at the end of the compilation by the top artist present on your Wrapped and the fact that the format was designed to be sharable on every social media and through links. When we share our Wrapped, we not only express support to our favourite artists but also engage in a friendly competition with other users, trying to showcase who has immersed themselves more in the world of music.

copyright: Spotify
The popularity of Spotify Wrapped has increased significantly over the years. In 2021, the number of Spotify users accessing it surpassed 120 million. During that year, nearly 60 million Spotify Wrapped stories and graphics were shared across various social media platforms. Continuing the trend, 2022 witnessed a remarkable engagement with Wrapped, involving over 156 million users, confirming again Spotify’s position as market leader in the music streaming industry.
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