WHAT MARKETERS CAN LEARN FROM SPOTIFY WRAPPED'S VIRAL MARKETING CAMPAIGN
The end of the year is a time for reflection. People reflect on their past when one chapter comes to an end in order to prepare for the next one. You can’t make a New Year’s resolution if you don’t know what you want to achieve, after all. This is the time of the year when people buy calendars, sign up for gym memberships, and send Christmas letters to friends and family recapping their year. This serves as the backdrop for Spotify Wrapped’s success.
Think about it. When you’re thinking back on 2022, Spotify gives you the soundtrack for it. The music you listened to is a reflection of the year you’ve had, whether it was filled with self-confidence and happy pop tunes or perhaps a few too many break-up ballads. This year’s edition featured something for everyone, whether you were startled by your Wrapped or knew precisely what was going to happen.
Pretends to be shocked 🙈 #SpotifyWrapped pic.twitter.com/Z66oIzq0v7— aira 🍊🐱⁷ (@meanyoongi0309) December 2, 2022
Spotify Wrapped Through the Years
Since 2016, Spotify Wrapped has been providing users their musical year in review. The yearly round-up has become a go-to for users with information on listening time, top artists, and a playlist of your top 100 songs.
It has also grown in popularity on social media. Spotify Wrapped is simple to share on your favourite social media platforms because it includes quick links to repost.
“nobody cares about your spotify wrapped” i do. i do care please post it everywhere.— lu (@thelasstime) November 22, 2022
Wrapped is an additional platform for Spotify users to express who they are and what they enjoy, to their friends and followers. It serves as a viral marketing tool for Spotify. Spotify Wrapped continues to grow on social media every year, with enormous interaction increases between 2020 and 2021.
The Spotify Wrapped campaign may have had a successful year in 2021, but 2022 has been even larger. Over 400 million Tweets were sent in the first three days alone, resulting in double-digit percentage growth in the total number of postings, interactions, potential engagements, and unique authors compared to 2021.
It’s obvious that Spotify’s distinctive blend of customization, shareability, and seasonality is connecting with their audience.
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Marketing Lessons from Spotify Wrapped
There are three essential lessons to be learned from Spotify’s Wrapped campaign as marketers prepare for 2023.
Sharing is Caring
Spotify Wrapped is extremely shareable. The in-app experience encourages users to post to social media, and the material is designed for social media. A successful way is to make tailored content that people want to share. Give your audience a topic to discuss, and engagement will come.
Me on Friday when #SpotifyWrapped drops pic.twitter.com/3aUCx3xy3r— brandon ♡ (@brandonwong1004) November 28, 2022
Rinse and Repeat
Although the Spotify Wrapped format mostly remains the same, it continues to grow on social media. Annual campaigns–especially those that take place at the end of the year–foster a routine that your consumers will long for. Ritualized content gives your viewers something to anticipate.
Take Part in the Fun
There’s no reason why your business shouldn’t participate in the fun when other companies produce viral content. An excellent way to participate in the conversation is to create brand-specific adaptations of the popular content. To engage with our audience and show off our 2022 journey, Sevenvault created a brand-specific content utilising the Wrapped format. It’s an easy way to ride on a trend.
Keep Your Success Going!
Spotify has demonstrated how maintaining your proven formula for success may significantly improve your social media approach. Are you interested in developing your own strategy?
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