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A Step-by-Step Guide to ride the Spotify Wrapped wave
Ace the Spotify wrapped buzz with these 3 steps
Hi, I’m Saurabh👋. I write in-depth analyses on the growth of popular companies. I cover their early-growth strategies, current growth levers, and the business-building lessons we can learn from them.
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Read time: 2 minutes 26 seconds
A Step-by-Step Guide to ride the Spotify Wrapped wave
It’s the time of the month when the social feeds start overflowing with Spotify Wrapped 2024. It’s quite a joy for people to share a meticulously created collection of their favorite artists, podcasts, and music genres worldwide. Since 2019, searches for "Wrapped" have been steadily rising on the internet during this time of year.
Google Trends on the keyword ‘wrapped’
The good news is, you don’t have to be Spotify to join this trend. You can take over this buzz by creating your own wrapped-style campaign.
Let’s look at the step-by-step process of how you can ace a wrapped campaign
Here’s how Spotify celebrates the Wrapped campain
1.Choose your ‘wrapped’ style 🎨
1. Custom wrapped
Give every customer a personalized wrap of his based on his app activity
Examples: Tinder, Netflix Wrapped, Apple Music Replay, and Playstation
💡Best for: High-engagement apps: Tinder, Facebook, Trello and Sri Mandir
Example of Tinder’s Wrapped
2.Industry wrapped
This is effective when you are short on tech bandwidth to create a personalized wrap. You can share insights for the industry as a whole. The data can come from information you’ve collected in the past such as company-level product analytics, internal ebooks, and reports.
💡Best for: SaaS businesses such as app security, project management software, and human resources management tools
3.Funny wrapped
If you don’t have data or have a quirky brand - just be funny.
Examples: Blinkit, Assam police, Ryanair
Here's our #Wrapped2023 Edition!
Kudos to our rockstar officers for keeping the streets clean from drug trafficking and hitting the right notes.
#SpotifyingDrugs
— Assam Police (@assampolice)
7:43 AM • Dec 7, 2023
2. Make it about data only you can share
Your ‘wrapped’ should be about quirky insights only you can share. What trends, or surprises came from your users or industry this year?
Go beyond by creating stories around the data.
Example: Playstation revealed personalized wrap with the last slide highlighting their gaming style.
Create a snowball effect for your wrap launch. Here’s how to go about it:
Get your internal team onboard: Launch your wrap internally and encourage them to share it with tidbits of their first reaction to the ‘wrapped’ on their social accounts.
Create an internal competition out of it: Keep gifts for the best creative ‘wrapped’ creator.
Activate your power users: Release your ‘wrapped’ in phases.
In phase 1, launch it ‘exclusively’ for the top 10% of your power users. Ask them for feedback, and get them involved in improving the wrap. This will encourage them to share your ‘wrapped’ on their network.
In phase 2, launch it for the remaining audience.
Go to the wrapped lovers:
Comment on other companies wrapped(especially Spotify’s) from your company account and C-suite accounts.
Find influencers’ wrapped posts and share your company’s wrapped
Find relevant hashtags like #wrapped2024 #wrapped #spotifywrapped and engage with the customers’ personal wrapped stories
Until next time! 👋
Saurabh
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