Spotify Wrapped 2023 is taking every social media platform by STORM. It has millions of users posting about their musical year-in-reviews. This viral campaign has become one of the most successful marketing moves of the past decade.
With users anticipating their genre, song, and artist statistics for the previous year, the question remains…
What made Spotify Wrapped Day such a success?
What is Spotify Wrapped?
Spotify Wrapped is an annual feature that gives users a glimpse of their listening habits. Every winter, the feature reveals the user’s most streamed artists, songs, and genres throughout the year.
The feature was first published in 2015 and the basic format has always remained the same. What differs are the layouts, themes, and bonus features added to make every year distinct.
Some of these bonus features include:
- Your Audio Aura
- Sound Towns
- Artist Messages
This year’s Wrapped ended by describing the user’s particular way of using the app. This feature, “Me in 2023” assigned every listener a specific music personality type.
You could be a Hunter, always finding new artists and songs for the thrill of the chase…
Or a Hypnotist, whose unbreaking concentration leads them to play albums all the way through…
And many more.
But Spotify Wrapped wasn’t always a cultural phenomenon.
IT WAS NEVER MEANT TO BE A HUGE THING IN THE FIRST PLACE.
According to Alex Bodman, Spotify’s VP, this feature began as just a way to provide value for their consumer base.
“I’M SURE WE’D ALL LOVE TO SIT DOWN AND SAY IT WAS A MARKETING STROKE OF GENIUS, BUT WHEN IT WAS FIRST BUILT IT WAS A LOYALTY PLAY,” HE SAYS. “I DON’T THINK WE HAD ANY IDEA THAT PEOPLE WOULD WANT TO SHARE IT SO MUCH.”
With over 120 million users who accessed their wrapped in 2021, it’s no secret why die-hard fans want to share their wrapped with everyone they know.
But the secret of Spotify’s success is not an individual factor…
It’s a combination of multiple marketing strategies that create anticipation and excitement.
The best part? Any business owner can utilize these strategies to elevate their social presence.
What Does Spotify Wrapped 2023 Teaches Us
In between all the flashiness, FOUR pillars prop up Spotify wrapped 2023 for success.
Since this feature is only available for a brief period once every year, it gives users something to look forward to.
This increase in anticipation for the Wrapped creates a massive payoff for the user and the brand. The user gets to take advantage of this limited-time offer and the brand enjoys the flood of engagement.
Calling out of work on Spotify wrapped day— Brock (@brockomole) November 28, 2023
Controlling your audience’s anticipation is always a surefire way of directing that attention to your brand…
But it works best if they have something annually or seasonally to look forward to.
Having anticipation from your audience becomes more powerful when your audience can share it. Especially easily and quickly on social media.
When you’re able to design something eye-catching and built to be shared on multiple platforms…
THE MARKETING PRETTY MUCH TAKES CARE OF ITSELF…
Especially in the hands of excited audience members.
What Spotify Wrapped does great is create a sense of personalization within a feature that is the same every time. Everyone gets the same statistics, but the results are curated to the user’s particular taste.
once i post my spotify wrapped, everyone will finally understand how rich and complex my inner life is. For example: sometimes i listen to bruce springsteen— leigh (@daughter_ion) November 27, 2022
Being able to create something that everyone loves is great. But being able to provide everyone with a unique experience within that framework is what is going to lead to massive success.
But the most important pillar is not about what Spotify Wrapped looks like or how it operates…
ITS ABOUT WHAT IT MEANS FOR YOUR AUDIENCE.
You heard it from the Spotify VP himself… Wrapped was never anticipated to be as big as it is in 2023.
It began as a way to provide some exclusivity to loyal listeners. All that their audience had to do was have the app downloaded to receive access to the Wrapped feature.
IN OTHER WORDS, IT WAS TO PROVIDE INHERENT VALUE TO BEING A SPOTIFY USER.
Offering your base a valuable, free feature that is personalized uniquely is going to create interest in any industry. Add controlled anticipation and eye-catching visuals is what makes a marketing campaign…
Into an absolute powerhouse.
It’s no secret that Spotify Wrapped 2023 should be another successful installment in the annual marketing tradition. But it is clear now that this formula of
is what makes Wrapped such a phenomenon every winter.
Even with Spotify raising its subscription pricing this year, it seems that fans are still excited for the app’s annual wrap-up, if not more so. This strategy is something to be mirrored and adopted by every industry.
After all, in the age of viral marketing, it might be time to face the music.
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