During the last two weeks, more than 381 million people worldwide were faced with problem “ What did your 2021 sound like? ” when accessing the Spotify application, the most popular and used loading service in the world.
This is certainly a question that makes the user interested enough to get to know on their own better, and awakens in many of them the desire to share their results with friends and family. In the end, it’s your Spotify Wrapped communicating that all this information is unique to you in 2021.
Since its release in 2015, Spotify Wrapped has become a December tradition anticipated by streaming users around the world. Additionally , it is a growth hacking strategy as assertive as the choice of “ All I Want designed for Christmas Is You” for that Christmas’ family dinner soundtrack.
The experience, launched on December 1st, features information about the top songs, artists and podcasts listened to by the user throughout the year. In addition to the creative ways this particular data was presented within past versions of the platform, this year gamification and connectivity were the particular highlights of the retrospective.
What makes this Wrapped therefore appealing to the user is the hashtag #SpotifyWrapped, a trend all over the world. This helped the application go from 15th to second in number of downloads, within hours of its release. How did popularity among users manage to generate substantial results for the brand in December helping establish Q4 as the company’s greatest quarter , according to TOP DOG Daniel Ek?
In my opinion that the way Spotify gathers data, presents it and interacts with its users can be conceived as a successful process that can teach companies and marketers around the world the “behind the scenes”. This can apply at your own strategies, too.
If you’ re also a Spotify listener, go to the application, press play on your “Your Top Songs 2021” customized playlist and follow myself.
Data collection for data-driven experiences
Throughout the year, you use the songs streaming platform and provide particular data about your songs tastes, podcast preferences plus time spent in the application.
Spotify, a pioneer within well-developed and assertive methods, shares with users the primary insights about their behaviour. This often motivates users to share the results on their web sites, so all of their followers may interact in a variety of ways.
Some would certainly say this is a risky technique because the company is freely showing that it collects plus analyzes personal data to promote the platform. But the company provides managed to turn Spotify Covered into the streaming giant’ ersus secret growth hack.
Yet what makes it so efficient?
These factors can help to answer that question:
Using smart data for gamification
The brand is able to use data and BI the platform already understands regarding its users to bring personalized gamification.
Surveys point to interactive content material as a great source of wedding and conversion results designed for marketing strategies. This blog article explains the validity and importance of quizzes: Quiz format was a good catch in 2021 .
Creating hype and market predictability
Since 2015, Spotify provides consistently launched this function within the first few days associated with December, Spotify Wrapped is currently an action expected by users – and also from the media and press.
This generates expectations between listeners and, consequently, a lot of buzz around the theme in this time period. The brand is, consequently , able to work with the predictability of the market itself based on the increase in visibility generated from the personalized use of their consumer data. Then, Spotify can develop specific strategies to grow and implement at an additional appropriate time.
Free customized resources for the user
At the end of the interactive experience, the consumer receives contents created specifically for them using automated algorithms. In 2021, the company proceeded to go beyond playlists of best songs or artists: it created the 2021 Covered Hub which features a variety of personalized, data-driven, and editorially curated content.
In other words: right after an immersion of information in regards to a users’ favorites within the app, the brand still gifts users with a free resource to keep them involved plus engaged. Does this problem, marketer?
Presentation of use conduct
One of the main focuses of the structure chosen to present Spotify Covered is to capture the user’ s attention, and pleasure them with information about themselves that manages, at the same time, to make all of them feel unique and a person in specific groups.
But the whole user experience throughout the retrospective was created from key points that are essential to the success of this strategy.
Check out some details::
Using phrases of encouragement and empathy
Impactful catchphrases are strikes in Hollywood movies, vehicle stickers and, apparently, in this year’ s Spotify Wrapped.
“In 2021, you did what you had to do”; “you always understood the assignment”; and “you deserve the playlist as long as your skincare routine”, each of these demonstrates sympathy and connection with the user.
Almost immediately, the curiosity to verify what is mentioned after that is aroused, maximizing the time that Spotify’s listeners interact and engage with that experience.
Shareability: beautiful colors plus design
The user behavior details is presented in a highly shareable, attractive and vibrant format. During the slideshow, various animations and interactions are delivered, always along the user’s most listened to songs and with a very clear Call-to-Action button: “ Share this particular Story ”, growing the brand’ s achieve even more through social media prefers and shares.
Have you ever thought about creating content so good that users and customers talk about it for free on various channels? That’ s what Spotify users are doing.
Word of mouth marketing: creating free advertising
The information collected throughout the year by Spotify and shared in the retrospective allow curious insights for its users, which end up being the subject of many conversation circles (in my family, for example , nobody was impressed with the fact that The particular Beatles are the top artist from my retrospective, yet my mom being one of Alok’ s 0. 5% audience made me realize she’d be a great company pertaining to my next disco party).
This increases the word of mouth marketing marketing, spreading the brand’s solutions more among current plus future users, without immediate investment in advertising. This is actually one of the most positive free advertisement campaigns ever!
Interaction: using the brand, users and musicians
After a period in which the digital grew to become essential for the cultivation of personal and professional relationships, this particular year’ s Spotify Covered brought possibilities for relationships and connections between users, artists and the brand. This process established that Spotify Wrapped is one of the company’s greatest marketing successes.
But how did they do it?
Getting nearer to who you listen to
In partnership with more than 170 content creators of the music streaming platform, Spotify has added musician and podcaster videos saying thanks to their fans for listening so much that they appeared on the customers Wrapped (these videos can be watched by accessing the custom playlists created on retrospective or in the profile of the artists) .
By doing this, the company inspires other brands to develop strategies with real people . A with your team thanking absolutely free themes for the partnership throughout the year, for instance , could be a good alternative.
Viewing what you and your friends have in common
A feature contained in this year’s Spotify Wrapped is the use of common slang and terms highly searched for in search engines . This increases the user’ s sense of closeness to the brand and, by sharing the content, the company gains even more free advertising.
Another Spotify Wrapped news that endorsed this was the launch of the 2021 Wrapped Blend , an attribute that allows the user to see how their particular 2021 music tastes match up with friends, stream their blended playlist, and share their own results on social media. Great incentive for the growth of people’ s interaction with all the brand’ s content.
Spreading the word: sharing on internet sites
Similar to the numbers of the electronic market, the exponential growth in the use of the TikTok platform could not go unnoticed simply by Spotify. In addition to the Snapchat, Twitter, Instagram, and Facebook channels, this year each Spotify Covered slide can be shared from the user on TikTok.
The organization demonstrates, with this feature, it follows market trends plus invests their strategies by means of different channels , even if indirectly. The reminder that new channels can be sources of good opportunities.
Music, marketing, and data
After a few years following the hype promoted by this action, I’ m happy to share my insights into why Spotify Covered is a success, not just with its users, but also as a comprehensive marketing strategy of collecting, introducing and sharing data organically and with free advertising.
I hope you also are influenced by Spotify’ s methods, and can replicate some of our tips in your own business.
Please let me know if you are also one of The Beatles top audience, and if you have any other questions about music, Spotify, marketing or this article.
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