It is simply just encouraging its users to head to their app to view their 2019 Wrapped. It seems the obvious target audience of the single, official Spotify Wrapped post is current Spotify users - since the campaign is already well established and known. Screenshot of the official Spotify 2019 Wrapped Instagram post All of your top songs, artists, and genres of 2019.” Followed by the screen filled with lines of “2019 WRAPPED” and ends with “Get your Wrapped.”
The official Spotify Instagram account only published one official 2019 Spotify Wrapped post on Decemthe video is simple and only shows the text “Wrapped is here. However, social media has turned out to be a huge part of the yearly Spotify Wrapped campaigns. Spotify Wrapped is a full advertising campaign, with social media as only part of the picture. “According to Alex Bodman, Spotify’s vice president and global executive creative director, the goal was to make the setting feel like it could be anywhere and relatable to everyone - regardless of their music tastes.” (Swant, 2019) Streaming statistics for podcasts were also new to the 2019 Wrapped campaign, in order to further promote the podcast feature via the streaming service. Additionally, 2019 Wrapped showcased users’ past decade of music, to honor the end of the 2010s. (Swant, 2019) This app feature made it easier for users to quickly share their 2019 Wrapped snapshots to Instagram, Twitter, and Facebook. Most recently, in 2019, Wrapped expanded to 21 markets and was integrated into the Spotify mobile app. The site is colorful, attractively designed and well suited for sharing on social media. The data is displayed on a personal “microsite” for each user to explore upon the release of the campaign each year. The wrap-up also displays data regarding the new artists and songs discovered over the course of the year and geographic distribution of where their music originated from. Included in this annual reflection is a “Top 100 Songs” playlist that features a user’s most played tracks, top genres and artists, as well as the total listening time that the user put in that year. (Swant, 2019) The campaign compiles users’ data from the past year and presents it in the first week of December. 2017 Wrapped gave artists and advertisers metrics and 2018 expanded the campaign to 18 markets. In 2016, an official campaign was initiated and was named “Wrapped” - this year included personalized year-end playlists for Spotify users. It initially started as a microsite that showed top songs and genres. The audio streaming service, Spotify, unofficially introduced its Wrapped campaign back in 2015. Social Media Analyzation - Spotify Wrapped
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