The cultural phenomenon of Spotify Wrapped This has spiralled into a hit viral marketing campaign that has dubbed December 1st, Spotify Wrapped Day. The best use of their personalisation, hands down, has been the creation of Spotify Wrapped. While most people use this strategy to develop individualised offers and product suggestions, Spotify has used it to develop its own services, which in turn has given its consumers an unparalleled relationship with the platform. Personalisation is the process by which brands tailor their communication to the specific needs of their customers, seeking to understand and connect with the customer rather than treating them with a one-size-fits-all approach. This brings us to one of the most underrated marketing strategies of modern times the rule of personalisation. It’s all based on your personal listening data, which means that no two playlists will look the same between two different users. Spotify is built in order to help its users discover new music and artists, but how do they make this discovery special? These playlists are built entirely for YOU. Whenever someone brings up the Spotify vs Apple Music debate, the most common justification is that they have better playlists. So what is it about Spotify that makes people flock to it? How Spotify mastered the rule of personalisation But somehow, Spotify has managed to get ahead of the competition in a big way. Since music streaming is all about the quantity and quality of music, Apple Music should be the obvious choice. While this might have a little something to do with the general brand loyalty of Apple users, Apple Music does also have a much more expansive music selection along with much better sound quality. While Spotify has a significantly larger market share, Apple Music still corners a large share of the market and some rather loyal fans. This story was published via ETX Daily Plus.Spotify and Apple Music are the two biggest faces of music streaming. For example, Justin Bieber’s “Peaches” hit was added to over six million playlists, and 43% of Harry Styles fans listened to his “Watermelon Sugar” track in the evening. Spotify also shared some interesting data about certain artists. Users can find these new personalised playlists on the ‘ Only You’ page by signing into their account. According to The Verge, both the “Audio Birth Chart” and the “Dream Dinner Party” functions will update daily. The service will also draw up users’ “Audio Birth Chart,” including their “Sun” artist - the artist they listened to the most over the past six months their “Moon” artist - revealing the user’s emotional side as well as the “Rising” artist that the user has recently discovered. Meanwhile, “Your Dream Dinner Party” lets users choose the three artists they would invite to a dream dinner party, with Spotify creating a personalised Mix for each artist. Similarly, “Your Song Year” explores when the music a user listens to is from, charting their musical journey through different time periods. More precisely, the tool focuses on several unique aspects of each user’s listening habits.įor example, “Your Artist Pairs” brings together unique audio pairings that users have listened to recently - often with highly contrasting artists - showing the range of users’ listening interests. Like the platform’s end-of-year overview Wrapped, “Only You” reveals data insights based on users’ listening habits. This global campaign is billed as an in-app experience on Spotify, destined to be shared on social networks like Facebook. Wrapped’s success clearly gave the streaming site ideas, since it has now launched the “ Only You” feature, offering users a new personal “Wrapped-esque shareable experience,” without having to wait for the year’s end. Spotify‘s end-of year recap is always much shared on social media by users of the platform, who have a particular appetite for this kind of feature. Designed to be shared on Snapchat, Instagram and the likes, the service will be a year-long affair, unlike the annual Spotify Wrapped recap at the year’s end. A hot topic on social media right now is Spotify’s freshly launched ‘Only You’ function, a new Wrapped-esque recap that celebrates each user’s unique tastes.
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