Spotify Wrapped: What marketers can learn from the viral campaign

BexCulture2025-07-033890

The end of the year is a time of reflection. As one chapter comes to a close, people look at where they’ve been in preparation for where they’re going. After all, you can’t make a New Year’s resolution without knowing what you want to accomplish. It’s the time of year where people buy planners, get gym memberships and write holiday letters recapping their year for friends and family. This is the backdrop that makes Spotify Wrapped so successful.

Think about it. Just as you’re reflecting on everything 2022 has brought, Spotify provides you with the soundtrack that got you through it. Whether your year was full of confident and upbeat pop songs or maybe one too many break-up ballads, the music you listened to is a reflection of the year you’ve had. Whether you were surprised by your Wrapped or knew exactly what was coming, this year’s edition had something for everyone.

Pretends to be shocked 🙈 #SpotifyWrapped pic.twitter.com/Z66oIzq0v7

— aira⁷ 🥢 (@meanyoongi0309) December 2, 2022

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