How Spotify Made Data Feel Personal

Straightforward, emotional, and curiosity-driven. Taps into the emotional angle of Spotify Wrapped.

Author

Javier García
July 01, 2025 • Estimated Reading Time: 6 minutes

In partnership with

Introduction

Welcome to another exciting week!

Table of Contents

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Best Ad of the Week

Spotify Wrapped

Spotify Wrapped, launched annually every December, turns user listening data into vibrant, personalised stories—shared across social media like digital badges of identity. It transforms behaviour tracking into celebration, making users the heroes of their own music journey. By 2022, Wrapped was generating over 60 million shares across platforms, becoming a marketing event in itself.

Key marketing lessons
• Turn data into emotion: Raw metrics become fun and meaningful when framed as identity and nostalgia
• Let users spread the message: The visual formats and share buttons encourage organic distribution at massive scale
• Create rituals, not just campaigns: Wrapped isn't an ad—it’s an annual tradition, making users anticipate and seek it out
• Highlight individuality to drive connection: Personalisation is the product, and people love to show what makes them different

Spotify Wrapped proves that when a brand puts its audience at the centre—literally and visually—it doesn't need to shout. Users do the marketing for them.

Spotify Wrapped

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Weekly Tip

The Power of Timing

What you say matters, but when you say it can make all the difference. Great content poorly timed often gets ignored.

• Analyze when your audience is most active
• Schedule posts and emails around high-engagement windows
• Use time-sensitive language to create urgency when needed

Strategic timing improves visibility and response. Don’t just publish—plan for the moment your message is most likely to land.

Weekly Challenge

Content Repurpose Sprint

Take one high-performing post and turn it into three new formats:

• Choose a post that got strong engagement (likes, saves, comments)
• Repurpose it into a Story, a Reel, and a text-based post (carousel or thread)
• Adapt each version slightly to fit the format while keeping the core message
• Schedule and publish them over the week, spaced out to avoid repetition

This maximises your content’s lifespan while reaching different segments of your audience.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

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