Shouldn’t December just be a month when we gather around the fire, listen to Christmas music, and make merry? Well, not if you’re Spotify it doesn’t. And they have turned it into ‘Spotify Season’.
This year, the Wrapped campaign was one of the most talked-about on social media. People discussed the most-played songs, songs, and artists that surprised them and their favorite discoveries. It inspired many people to look back at their year in music and share their most played artists over the course of 2017. The consistent popularity of the Wrapped campaign turns it into a great case study for the marketer to look back at every year when they’re struggling with what content to publish to capture their audiences’ attention. Besides this very popular campaign, Spotify is dominating social media in the first few weeks of December with other content as well. It pulls together data from Facebook and Tinder, presents some interesting insights, shares fascinating stats and figures that help us understand how we behave on these platforms. It creates much more engaging content than its competitors.
In December of every year, Spotify releases a new album campaign claiming to be the soundtrack of the holidays. This year was no exception, and it has been a success for them. The campaign is built around the ‘Wrapped’ playlist that features new and festive music from popular artists. This is accompanied by an animated video, followed by an EDM-like audio track that encourages interaction. They use a combination of popular social platforms like Twitter and Instagram to promote their hashtag.
Is it just me or does Spotify always dominate social media around now? They seem to be one of the few companies that provide analytics such as top 5 artists, top 5 songs, and top 5 albums. I’ve always wondered if this was purely coincidence or is there a formula developed in-house built specifically for them.
Spotify has just released its year-end wrap-up report and it is full of interesting data. Particularly the number of tracks that users streamed in 2012, or the number of hours they spent on the service. Composing this data in a graph makes it very easy to understand, but it has some limitations.
In this blog post, I’m going to be investigating how Spotify does this, and how you can use the same techniques on your social media channels. Forward-thinking brands need to bring customer data to life in a way that will generate demand for a particular product or service. Spotify has been able to achieve this on its Twitter feed via clever use of customer data. We’ll look at how Spotify achieved it and how YOU can do something similar with your business
Let users do your marketing
Spotify has been dominating social media in December for the last few years. This year is no different. In fact, it seems to be more well-executed than previous years, and there is a good reason why. Spotify Wrapped is a marketing campaign that has been running since 2016, although the data cards have been available since 2017. I was looking at December’s social traffic and noticed something interesting (I also wanted to check if Christmas music was actually streaming more on Spotify).
In marketing, personalization is critical. And if you can make the customer the focus of the campaign, it increases the chances of success. Wrapped is all about YOUR year in music. Spotify’s Wrapped campaign is one of the most unique social media campaigns in recent times. While most have tried to tap into their user’s nostalgia this holiday season, Spotify took a completely different approach to the campaign.
For those of you who haven’t been with us this entire year (which I assume isn’t many), Spotify has dominated social media for the past nine months. If you happened to scroll through your Instagram feed this month, then you might’ve come across a few Spotify adverts promoting their insights into 2017.
With 4 million meme submissions collected so far in the Wrapped campaign, Spotify is the only brand that could get away with a Twitter meme generator. They are also the only digital music service in history that could create a social media competition based on memes and win, by collecting data from regular users inquiring why they don’t have enough free space on their mobile phone to upload their sex tape to Spotify.
Spotify has a habit of dominating social media in December, and with good reason. Their approach to their ad campaigns is by creating a sense of FOMO (fear of missing out) while gathering massive amounts of user-generated content.
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