Much Ado About Spotify’s Wrapped 2023 And Its 3 Strategies you Should Use For Your Brand

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Spotify wrapped? What’s the deal?

Music streaming platform, Spotify, became a strong viral item on our social media feeds globally, this December. The reason was for the brand’s end-of-year marketing and brand awareness phenomenon called Spotify Wrapped.

It is simply a way that Spotify wraps up the year for its users by giving a summary of their activities in the year on Spotify and making it shareable online. Yes, we know we love to share anything that associates with a brand of prestige so this came fancy for those who toe that line.

As early as the first week of December 2023, both artistes and music listeners on Spotify started sharing colorful and zesty designs showing their streaming numbers.

This caught the attention of many on social media because the graphics had similar colors and elements. It also inspired other users to go to the app to generate their own wrapped stream results. In no time, it became a social media viral phenom, giving the brand enviable exposure and yes, more streams.

Make no mistakes about it though, ‘Spotify Wrapped’ has been running for years now. Some strategic campaigns like this might take some time before catching on but when they do, they either become the rave of the moment or go beyond that to nudge their way subtly into pop culture. 

The Spotify Wrapped Strategies and how you can deploy them for your Brand

Taking a look at how successful this campaign has been for the brand, especially this year, it can be deduced that it had a number of neo-branding maneuvers deployed to make it work and works so well.

The move was loaded with strategies and here, I identify three visibly viable ones;

Viral Marketing

User Generated Content

Influencer Marketing

Let me break down these briefly as it applies to the subject in discussion;

Spotify Wrapped as Viral Marketing

By making the summary come in sharable designs, the brand deployed viral marketing as it pushed the campaign on all key social media outlets through its users. Not restricting the campaign to only artistes or media outlets made the listeners on the platform, who of course are more in numbers, drive it to viraldom.

KEY TAKE FOR YOUR BRAND: The science and art of going viral is making your brand’s content sharable. People should be able to see what you put out and be triggered to want to share.

User Generated Content is King

Making the users see their numbers and with their names shown on the design was a way that personalized the content for them. So yes, they felt this one was for them and from them. Spotify made it easy for users to generate content on this with very simple few clicks on their app.

KEY TAKE FOR YOUR BRAND: When you make your users feel like they partly own what they generate from your platform, sharing and making it viral becomes a lesser ordeal. When other potential users see your users share content they generate from your platform, it makes them want to do same.

Influencer Marketing at both the Macro and Micro level

Influencer marketing is still powerful and brings that influence to audience behavior towards a brand. By making this strategy involve artistes, the brand was able to capitalize on the artistes’ influence on their fan base. Also, allowing the listeners to also share the content was a way of having them influence their own friends and audience. So we see that they deployed both macro and micro influencers.

KEY TAKE FOR YOUR BRAND
When considering influencer marketing, ensure that you don’t overlook the place of micro influencers. Find a way to include them in your campaign.

Philip Asuquotes is a Brand Management Expert based in Uyo and Port Harcourt. He is the team lead of a brand analysis platform called Brandnalysis (www.thebrandnalysis.com). He shares his views on brands, branding and strategy frequently.

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