What Marketers Can Learn From Spotify’s “Wrapped” Campaign
What did your 2021 sound like? While artists and users alike are delighted to share their Wrapped playlists, marketers can take notes. Spotify launched its 2021 Wrapped campaign and it’s an excellent example of a brand delivering a personalised user experience. For individuals, this means giving users a snapshot into their listening habits. As part […]
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What did your 2021 sound like? While artists and users alike are delighted to share their Wrapped playlists, marketers can take notes.
Spotify launched its 2021 Wrapped campaign and it’s an excellent example of a brand delivering a personalised user experience. For individuals, this means giving users a snapshot into their listening habits. As part of the launch, it has unveiled the top artists, albums, songs, playlists and podcasts from the creators that helped soundtrack the year for its 381m users worldwide.
Eligible users can access their personalised Wrapped experience in the Spotify mobile app (iOS and Android). New features in this year’s experience include more shareability, and videos from more than 170 artists and creators thanking fans for having them in their Wrapped. These thank you videos will appear if fans have a song by one of the participating artists in their ‘Your Top Songs 2021’ or ‘Your Artists Revealed’ playlists. Additionally, for the first time, Spotify is rolling out Spotify Clips for Podcasts and fans will be able to view special thank you messages from some of their favourite podcast hosts by visiting a participating show’s page on Spotify.
This year, Spotify has also rolled out its Wrapped creator experience for podcasters and artists. With access to their own individualised Wrapped microsite experience, creators can dive into all the ways in which their fans listened this year.
Additionally, Spotify Greenroom will help celebrate the year in music with special Wrapped editions of live playlist shows, ‘Most Necessary Live’ and ‘LOREM Life’. Hosts Brian ‘B.Dot Miller’, Max Motley and Dev Lemons will host live conversations open to anyone who wants to talk about the music they loved in 2021 and what they listened to the most on Spotify this year.
Spotify makes recommendations continuously based on the following factors:
- Collaborative filtering (which tracks your behaviour and that of others);
- Text natural language processing;
- Audio Analysis. It’s Discover Weekly playlist is a cornerstone of the music streaming industry.
Users love learning things about themselves
Most of the time, when it comes to brands using consumer data, it is seen as a creepy route to a quick conversion. But Spotify is able to offer value without users minding it.
By visualising user data in an accessible way, the music streaming platform is able to discover things about themselves through an analysis of listening habits.
Social proof and band wars
According to Spotify’s company blog, the 2021 Wrapped experience is full of the known and unknown, with fan-favourite experiences mixing with surprising new ones that connect listeners with each other and their favourite creators.
It gives users an opportunity to brag about their great taste in music and connect with others who share genres. Of course, it helps that music is a big part of a person’s identity and this data enables users to express that.
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