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  • Writer's pictureBob Freas

Unwrapping Success: How Spotify Wrapped Became a Marketing Victory!

Mobile phone showing screenshot of Spotify Wrapped Marketing Campaign

Throughout the ups and downs of everyday life, music is always part of the equation for me. Whether it’s during my work commute, on the weekends hanging out with friends, or just relaxing at home, I play music every single day. My format of choice is vinyl records on a vintage sound system, but I am also a music streamer and premium Spotify subscriber.

I have noticed something interesting about Spotify's marketing strategy. They use an annual recap called "Spotify Wrapped" to create a viral marketing campaign that captivates people's attention and leverages user-generated content (UGC) to boost its brand as a music streaming leader. In this blog post, I will explain why this annual campaign is so successful and review some of the key elements used in their multifaceted strategy.

What Is Spotify Wrapped?

Spotify Wrapped is a viral marketing campaign by Spotify. Released annually since 2016, every early December, the campaign allows Spotify users to view a compilation of data about their activity on the platform over the past year and invites them to share it on social media. It typically includes the five musicians a user has listened to most often, the songs which they have listened to most, and their favorite music genres. It also includes information about activity on the Spotify platform like total number of songs played, total minutes listened and more. Producers of content on the platform also have access to Artist Wrapped, which includes the number of times their content has been streamed that year.

Why Is Spotify Marketing So Successful?

The reason it is so successful is because Spotify incorporates key elements like personalization, user-generated content, and emotional connection in its marketing strategy. It’s more than just sharing and showcasing user statistics and trends, Spotify has found a way to create a marketing campaign that resonates with its audience. Most users think it’s fun and interesting to receive information about their listening habits, but it also creates this “FOMO” that drives a somewhat hidden marketing piece. The Spotify user thinks “wow look at this cool data and presentation about me and my music tastes, I have to share this on social media right away.” To Spotify, that is the marketing magic. They reward their customers with interesting and fun data, and they reap the benefits because of the viral social media connection and response. It’s very clever.

How Does Spotify Do It?

The success of Spotify Wrapped is displayed by their use of multiple marketing elements. Let’s take a look into what their strategy consists of:

Mobile phone showing the Spotify music app and marketing results


Spotify Wrapped taps into the power of personalization. By curating an individualized playlist for each user based on their listening habits throughout the year, they create a unique and emotionally connected experience. Users anticipate the unveiling of their personalized Wrapped playlist, giving them more connection with the brand.

Turning Users into Brand Advocates

As users share their Wrapped playlists on social media platforms, they essentially become ambassadors for Spotify. This user-generated content serves as an authentic endorsement that is relayed to an even larger audience when the user shares on their social media pages. This organic sharing not only boosts brand visibility but also contributes to the creation of a community around the Spotify brand.

Emotional Connection

By recapping a user’s year in music, the campaign taps into nostalgia and the fun of discovering something new. Users not only see what songs and artists defined their year but also relive the memories associated with specific songs or playlists. This emotional connection promotes loyalty and long-term engagement with the brand.

User Experience

Although Spotify emails every one of its users about year-end Wrapped campaign, the real integration happens within their app, ensuring that users engage directly with the platform to view their personalized playlists. There is a very visual experience that is included in how your data is displayed, a lot of bright colors and images of the artists and songs, making it easy to share on social media.

Data-Driven Insights 

Analyzing user preferences, popular genres, and emerging artists allows Spotify to gain valuable insights into the musical landscape and into the individual user. By collecting this data, the platform can then use it to make recommendations, personalize the user experience, and incorporate it into future marketing plans.

In a time when data privacy concerns are at an all-time high, people seem to have no issue with sharing this type of data. I think people like to share their recommendations and show what makes them different. Whatever the reason, Spotify Wrapped is a marketing success across the board.

In the first 3 days of the campaign, there were 425 million tweets about Spotify Wrapped. From the increases in user engagement to the boost in social media mentions and shares, Spotify is definitely benefiting. Platform usage, app downloads, and the conversion of free users to premium subscribers are also areas that have shown growth during the annual campaign. If you want to read more about Spotify Wrapped or check out the top songs, artists, podcasts, and listening trends from 2023, visit:


About A3 Media

A3 transforms media from an expense into a smart investment. Since 1997, we have successfully helped regional businesses launch new products, expand into new markets and increase sales through media plans that make every dollar spent do more. Our clients include brands such as Yuengling and Ashley Furniture. For more information about how A3 Media can help your digital marketing efforts, please call A3 Media at (610) 631-5500.

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