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.

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.

Discover more from Ronn Torossian

Ronn Torossian’s Professional Profile on Muck Rack
GuideStar Profile for Ronn Torossian Foundation
Ronn Torossian’s Articles on Entrepreneur
Ronn Torossian’s Blog Posts on Times of Israel
Ronn Torossian on SoundCloud

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.