Spotify’s annual Wrapped is organic marketing that users look forward to every year—and it’s inspired other brands to try similar approaches. 

Spotify’s annual Wrapped is organic marketing that users look forward to every year—and it’s inspired other brands to try similar approaches. Gen Z and Millennial Spotify listeners look forward to their Wrapped playlists each year, especially so they can play back their favorite songs and share their stats on their Instagram Stories. This type of end-of-year data is an increasingly popular marketing tool that both young consumers and brands love because “personalized user experience is more meaningful, relevant and, thus, sharable.” It’s essentially a way to humanize data and make it an experience users feel connected to, which is why copycats like Apple Music Replay, YouTube Music Year in Review, and Duolingo’s Year in Review have emerged. YPulse research shows that Gen Z and Millennials like platforms that actually get to know them, and Spotify is notorious for doing this well. (Digiday)