How Spotify Growth Hacks Their Marketing Year after Year

Spotify leads the way in gamification marketing in the music industry

Spotify Wrapped is a powerful marketing force year after year- here’s what they did right

Every single November, I start to see people sharing their Spotify Wrapped results on Instagram, Snapchat, Facebook, and pretty much every single social platform out there. This strategy turned what was essentially a Spotify mini-game, and crafted it into a social media machine that urges users to share their results. I believe there are four main reasons why Spotify Wrapped is such a successful marketing campaign: Social proof, social pressure, social media influencer support, and the music industry’s support.

The Statistics (Twitter Analytics)

Just to show the true power of Spotify Wrapped, take a look at the chart above. This is the past 7 days of historical data on the hashtag #SpotifyWrapped on Twitter. Early yesterday, (November 29th) users started getting notifications that their Spotify Wrapped was available. As shown on the chart, the immediate response was over 1.5 million Tweets mentioning the company.

Also, the Spotify company stock is up a little bit today, around the same time Spotify Wrapped started…