marketing feature

The season for Spotify Wrapped has arrived for users, which is a feature from the music streaming platform that displays user data and shows them their most played artists, songs, and albums through shareable graphics.

With the help of this effective marketing strategy, Spotify has managed to leverage its large user base to create social media buzz on its behalf.

While some of the users of the platform use Wrapped in the spirit of showing the music that helped them get through the year, others parade their data like a badge of honor, showing how they were in the top 5 or 1% of listeners for a certain song, album, or artist.

Ever since Spotify first implemented this feature back in 2016, users have started anticipating their Wrapped similar to the way they anticipate Black Friday deals. Last year, the feature even resulted in over 20% more downloads of the Spotify mobile app, with many users rushing to share their data on social media platforms.

However, with the help of music streaming platforms, it’s never been easier for people to expand their musical horizons, which most people actually don’t do.

Instead, many users prefer to stick to the same playlists and artists every year, which means the posts shared on social media under the branded hashtag for Spotify Wrapped end up celebrating the same handful of songs and artists.

Nevertheless, this is the type of functional engagement through which the platform recognizes and rewards its users for it . The company has already made the music industry a numbers game, with artists like Drake and Taylor Swift having the biggest albums around the world, but without any outstanding hits. Global fan armies can strategize together to drive singles high on the charts.

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This strategy is also what motivates Spotify users to use the platform for longer periods of time, which leads to the gamification of music. However, the strategy also comes at the cost of the opportunity for truly connecting over music.

Still, this is an effective strategy that the company has been using for the past 6 Decembers, driving users to share their data on social media platforms, which creates free advertising opportunities for the music streaming service.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.