Most of us don’t want people to see what apps we’re using as much as we want them to see who we are - and with Spotify Wrapped, it’s through our music. We’re not posting about a company or an organization, we’re posting about ourselves - our top songs, top artists, top genres, genres and artists we’ve discovered, etc. There’s little to be skeptical about before you tap the ‘share’ button - No schemes, no gimmicks, just your favourite music.īecause of this, when we share our Wrapped results, we feel a sense of ownership.
In your yearly review, Spotify sits in the background simply as the platform on which you curate your music, the deliverer of your package, the packer of your gift. Nothing about it is centered around Spotify as a leading streaming platform. Spotify Wrapped focuses on your music, your data, and your year. At this point, it’s impossible to ignore how incredibly successful Spotify has been at getting the feature to become a viral sensation.īut why is it so effective? Why does it effortlessly start conversations, usher in new users, and keep us actively looking forward to engaging with it every year? Near the end of the past few years, our socials had been flooded with posts and stories of Spotify Wrapped results from friends, family and acquaintances. From the way it’s been celebrated and talked about the past couple years, it easily beats all other annual throwback traditions like Youtube Rewind and Facebook’s Year in Review by a mile. If there’s a wildly successful marketing campaign, it’s Spotify Wrapped.
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