![]() The moral of the story: people like to feel special and unique, and features that help them get there tend to be well received. But nobody else on the planet will have the same Spotify Wrapped as you. Features like auto-generated playlists are useful, but you can see the algorithmic thumbprints on them they’re not just for you, per se. Why? Because Wrapped feels like a completely unique reflection of who we are. While most of us appreciate the various other examples of personalization on the platform, such as curated song recommendations, these don’t get nearly the same recognition as Spotify Wrapped. The other key reason that Spotify Wrapped works so well is that it validates our conceptions of ourselves as individuals. Ultimately, through Wrapped, Spotify is subtly reminding us of the specific ways we benefit from using the platform, and insinuating itself into the fond memories and associations we hold for our favorite music. Spotify Wrapped, then, is a very clever way of repackaging our peak experiences with the service and delivering them back to us (in an aesthetically pleasing package to boot). It’s not throwing around data and metrics just for the heck of it instead, it keeps the spotlight on the users themselves and focuses on the parts of the Spotify experience which users genuinely value.įor many of us, music is a big fixture of our self-concepts, and a core part of Spotify’s value as a service is that it provides a venue for identity exploration and discovery. Spotify Wrapped is decidedly an example of personalization done right. ![]() (TDL staff writer Preeti Kotamarthi has detailed the do’s and don’ts of personalization here.) Good personalization meaningfully improves the user’s experience in one way or another bad personalization can annoy them, creep them out, or even make them feel they’ve been stereotyped. In the age of big data, personalization has quickly become a must-have for tech products. 2 The tweets below are only a drop in the tsunami of content produced about Wrapped each year. 1 Wrapped has been described as a “best-in-class marketing campaign,” won multiple Webby awards, and is constantly being used as a case study of how to market successfully in the digital age. In 2020, Spotify downloads increased by 21% in the first week of December, and 90 million people engaged with the campaign that year. Since its inception, the campaign has become an event in its own right, and has proven very successful in promoting Spotify as a platform. ![]() In case you’ve somehow missed the boat on this cultural phenomenon, Spotify Wrapped is an annual campaign where users of the music-streaming platform can view a dolled-up summary of their listening data over the past year, set to snippets of their favorite tracks. The 2021 version also includes new features such as personalized audio “auras” (a visual representation of one’s musical personality, akin to what would happen if you spilled some watercolor paint everywhere and took a blurry photo of the result), quizzes about the user’s own listening habits (“True or false: BTS was your most-binged artist”), and more. ![]()
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