It’s a frictionless user experience that encourages users to open the app and engage. The 2020 edition g iv e s users their highlights in a ‘stories’ style with colorful and creative visuali zations to the backing soundtrack of the user’s top songs of 2020 within the Spotify app.
In addition, the content created is of a very high standard improving year-on-year. It’s also fantastic meme fodder with people sharing the ridiculous things they’ve listened to and creating their own versions of Wrapped referencing things other than music. Artists on the platform are provided with a recap on the year to share with their own fans – which pushes awareness of Wrapped even further. Not only for users, who want to show off their listening results (who wouldn’t want to prove themselves as one of Taylor Swift’s top fans!) but also for artists. It not only provides that coveted fair exchange of value, it’s inherently sharable. Creating c ontent that people actively want to shareĪll of the data collected by Spotify allows for the creation of fantastic content.
It’s bad practice to collect data from people and not give them genuine value in exchange. The Reddit post was incredibly popular and pai nted Sainsbury’s in a positive light.Īt Metia we talk a lot about the importance of having a fair exchange of value in your marketing activity and these are both prime examples. Sainsbury’s not only gave the customer bonus Nectar points but also sent 48 pigs in blankets as a well done of sorts. One Reddit user explained how they’d received a letter from Sainsbury’s telling them they had been the most prolific purchaser of pigs in blankets. The UK -based super market chain already use s the data collected through its Nectar reward card scheme to provide more personalized offers, but this Christmas it has gone a step further. This year Sainsbury’s has also utilized data to surprise and delight its customers. The insights from this data are also packaged into B2B whitepapers and webinars to encourage potential advertisers to leverage the Spotify platform and audience. In addition, Spotify also aggregate s the wider listening dataset to develop creative advertising painting a picture of wider listening behavio r, for example an out-of-home advertising ( OOH ) installation showing how many times users streamed Bonnie Tyler’s Total Eclipse of the Heart during the week of the lunar eclipse in 2017. Spotify also notifies users if they’re the top listener of a certain artist, with percentages going so narrow they can let people know if they’re in the top 0.1% of fans.
Music can be a big part of a person’s identity and this data enables them to express that. Not only is it interesting for people to see their listening habits, but it also gives them an opportunity to socially engage with their peers, and sometimes even show off that they’re a bigger fan of a certain artist than others or that they’re generally a more avid music listener. By visualizing user data in an accessible way, they give a whole lot of value back. This is one of the areas where Spotify shines, particularly during the Wrapped campaign. Y et to be come commonplace is companies providing genuine ( non-creepy ) value back to consumers in exchange for this data. Both examples of using data to provide no value. Data best practice - “Hi ” in an email or five.
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