How Spotify Wrapped Became a $20B Marketing Machine

Hey there,

Let’s take it back for a second.

In 2013, Spotify wasn’t the big dog yet. They were up against Apple, SoundCloud, and Pandora.

They didn’t have the biggest artists. Or the lowest price. Or even the most features.

So what did they do?

They baked growth right into the product. Not by running ads, but by creating something people wanted to talk about.

It started in 2016, back when it was still called “Year in Music.” The idea was simple:

• Take something regular (listening to music)

• Turn it into a personal story

• Make it easy to share

And just like that, Spotify Wrapped was born.

Here’s why it blew up, and how you can steal the same playbook:

Step 1: Turn Data Into Identity

People don’t get excited about numbers. But they do get excited about themselves.

Wrapped works because is a peek into who you are.

• Your top artist? That’s someone you love.

• Your total minutes? Shows your dedication.

• Weird genres? You’re one of a kind.

It’s not about Spotify. It’s about you.

That’s the real trick:

“Data becomes powerful when it makes people feel seen”

What to do:

• What info are you already collecting about users?

• How could it tell a story about them?

• Would they want to show it to a friend?

You don’t need a ton of data. Just one number that hits home.

Step 2: Make It Super Easy to Share

Wrapped is built for Instagram stories, not blog posts, not long reports.

• Bright colors

• Clean, vertical slides

• Big text, quick bites

• No loading. No extra clicks.

Just: tap, post, done.

In 2023, over 400 million people didn’t just use Wrapped. They also shared it.

That’s free advertising. No ads needed.

Take this with you:

“If it’s hard to share, people won’t”

Ask yourself:

• Would someone screenshot this?

• Does it fit where people actually hang out online?

• Does it make them look smart, funny, or cool?

If not, it’s time to rethink it.

Step 3: Build Traditions, Not Just Features

Wrapped isn’t just a feature anymore. It’s a yearly tradition.

People look forward to it. They talk about it online. They even roast each other over their results.

And it only drops once a year.

That mix of “limited time” + “it’s about me” is what makes it spread.

This isn’t some viral hack. It’s smart habit-building.

Try this mindset:

“Don’t just aim to go viral. Create something people expect”

Ideas that work:

• Monthly highlights

• Birthday surprises

• End of year roundups

• Seasonal recaps

Basically: give people a reason to come back, on purpose.

Step 4: Let Your Users Spread the Word

Spotify doesn’t explain Wrapped. People do.

They post their slides. They tweet their weird stats. They write blog posts.

Spotify just gives them the tools to tell their own story.

That’s the play:

User created content + real emotion + designed for sharing = big reach

You’re not selling. You’re giving people something fun to show off.

Here’s how to think about it:

• Make your product something people can play with

• Give them something worth showing off

• Then shine a light on their creativity

Let them take the spotlight. You just set the stage.

The Bottom Line

Spotify Wrapped wasn’t a lucky break. It was built to win attention without spending a bunch of cash.

Here’s the cheat sheet if you want to try it yourself:

• Turn boring data into identity

• Make it easy and fun to share

• Make it a tradition, not just a feature

• Let your users do the talking and then celebrate them

You don’t need to be a massive company to pull this off.

Just ask:

“What would my users brag about if I made it easy to share?”

Then go make that thing.

Until next time,
Omar Waseem

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