Each year, Spotify hosts the "Wrapped" campaign. The streaming software has offered each user a "wrap up" of their listening habits/most played each year since 2016, which is presented in vibrant, attention-grabbing visuals. Of course, you may post your statistics on several websites and apps, like Instagram and TikTok. Below is an example of what a Wrapped page consist of
Public Relations Aspect
Wrapped by Spotify is not just another marketing initiative; it is a social media campaign that goes viral and triggers FOMO (Fear of missing out). I myself will be the first to admit that I downloaded Spotify last year after seeing everyone else post their Wrapped results. It's extremely individualized, timely, and shared. Its competitors, like Apple and YouTube, haven't been able to duplicate this winning formula. Not only does this gain more downloads, but it also gives a positive name for Spotify on all other social media platforms for nearly no cost for Spotify. Talk about a great marketing strategy!
The Impact
According to Protocol, the Spotify app saw an increase of 21% in the first week of December in 2020. As a result of Spotify Wrapped being released, more than 90 million people engaged with it. Spotify had 188 million subscribers in 2022, a 13% increase year-on-year. It surpassed 100 million in 2019 (Spotify, 2022). As interest in Wrapped continues to grow, so do Spotify downloads. With marketing tactics such as this one, Spotify can easily surpass other music streaming channels.
Article to Spotify Wrapped
2022 wrapped. Spotify. (2022, November 30). Retrieved February 14, 2023, from https://newsroom.spotify.com/2022-wrapped/
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