Spotify has adjusted its listening experience to provide users with personalized year-end reports indicating whether they are among the most devoted fans of particular artists or are non-mainstream listeners. These "ego boosters" satisfy users' desires for emotional validation and acknowledgement of their music tastes, whether mainstream or unconventional. By combining user data and social sharing features, Spotify has created an intrinsically marketable experience that encourages organic promotion of the platform and music.

1. Spotify has adjusted its listening experience to incorporate user-built ego boosters. Users will receive a
report at the end of the year that indicates whether they are in the top 1% of a band's most devoted
fans or among the brave, non-mainstream music listeners. It doesn't matter if it's the pretended
humiliation over revealing their guilty pleasure music or the satisfaction that Spotify has acknowledged
their favourite artist, the emotional validation from having this data organised and displayed well is
satisfying. With the use of music data, Spotify fabricates an experience. Because listening to music is
by nature a social activity, Spotify makes itself intrinsically marketable by combining its data-driven
operations with a robust user interface designed specifically for social media. This is because users
naturally share their involvement with the service.
Telling a story with data
Users are increasingly being given data insights rather than the raw data itself, which is a larger
trend in the IT sector. This unique relationship is the result of the UX design. powerful visual focus
According to colour psychology, Spotify Wrapped employs various colour schemes to elicit
favourable responses. social sharing becomes easier. Sharing is encouraged by Spotify Wrapped,
which generates organic marketing for both the platform and the music. Presentation that is vibrant
and interactive. Users that interact with the report will see that images swish around the screen or
move in tandem with the mouse.
Data + design = emotion
The campaign's success is largely
attributable to its focus on making Spotify
Wrapped as viral as possible. The human
brain enjoys routines, boxes, and patterns,
but we also like the excitement of learning
something new about ourselves.
Sharing is Caring
The first week of December 2020 saw a 21%
increase in Spotify mobile app downloads thanks
to Spotify Wrapped. About 33% of all Spotify
mobile app users worldwide are from the United
States and India, which has led to the fastest
increase in both app downloads and DAUs. The
purpose of this campaign is to obtain new users
organically through free promotion. They
managed to gain 23% of new users after just one
year, and that number has continued to rise year
after year. Fast forward to 2021, and it’s evident
that this campaign helped them beat their
competition to the top.
The Impact of Spotify Wrapped 2020
Spotify users are probably well aware of the yearly excitement
around Spotify Wrapped. Spotify gives customers a summary of their
music history, top artists, genres, total minutes of music, and more at
the end of each year, all presented in an engaging, eye-catching
presentation. It's an engaging and simple method of using big data.
In this infographic, I'll explain Spotify Wrapped's operation, the
reasons it's so successful, and how Spotify is setting the standard for
establishing an emotional bond with its customers using data.
Spotify makes Data sharing and privacy
invasion cool