Music streaming platform Spotify's 2024 annual review (2024 Wrapped) is here! Have you been flooded too? Spotify once again launched a personalized annual review this year, allowing users around the world to share their listening records, journeys, and preferences on social platforms such as Instagram and Facebook limited-time updates, and share their listening tastes with friends.
Music streaming platform Spotify's 2024 annual review is here! What exactly is being done?
Spotify's annual wrap-up (Wrapped) curation event every December is becoming increasingly popular. Approximately 30 million Spotify users visited the annual review page in 2017, and more than 120 million users used it in 2021. The posts and cards of the annual review have been shared nearly 60 million times on social platforms.
Spotify has used annual reviews to create high brand awareness for several consecutive years. The key to success lies in "personalization".
Spotify collects users' listening habits and compiles data such as "most played artists", "most played songs", "how many artists' songs have been listened to", "total listening hours", "favorite nostalgic songs", etc., and provides Various rankings capture users' various feelings of surprise, pride, and doubt about their taste in music, making people want to share it.
For example, Spotify's 2022 annual review (2022 Wrapped) also incorporates the MBTI, which has become popular in recent years. Based on data such as the types of music users often play, the average age of users who also listen to the song, which artists are requested, and how they listen, the user's personality type is analyzed in the annual review.
The annual review of 2024 also selects users' favorite styles and representative songs in specific months, further shortening the distance with users and making people feel that "Spotify really understands what music I like."
Discussing the importance of "personalized marketing" from Spotify's annual review
How important is personalized marketing to social communication? A survey conducted by Epsilon Research, a foreign research agency, found that 80% of consumers will have a higher degree of stickiness to a brand because they have had a wonderful personal experience with a brand. Being closely related can naturally strengthen the connection with the brand.
Another survey pointed out that 79% of companies will incorporate personalized marketing planning into their annual marketing strategies, and most of these companies have increased their profits as a result.
In an era where social media is so booming, how do you do personalized marketing? As long as you understand the key points of personalized marketing, you will find that it is not difficult!
What is personalized marketing? How to do it? Dismantle 3 success factors at once
Think of yourself as a specialist presenting a proposal to a client. Trying to lobby a specific client with a brief that applies to everyone may not go over well.
But if you can develop different solutions for each customer's needs, grasp the customer's pain points and come up with solutions, and plan different blueprints, customers will feel your intentions and meet their needs, and the chance of being willing to cooperate with you is absolute. Significant improvement.
Personalized marketing is like this. Through preliminary analysis, consumers and user habits are sorted out, and services are launched to make customers feel more convenient and private. Finally, it is spread through creative content packaging and production.
For example, when you place an order for a certain product on an online shopping platform, the platform will usually recommend similar products that "you may like" to you, so that you don't have to get lost among thousands of products, but you can find them frequently when you open the platform. Stores and items you want to visit.
1. Exclusive content
It is best for brands to recognize and remember consumer preferences and finally provide exclusive content. A brand with a high degree of favorability can achieve the following three points:
- Highlight the user's name to make consumers feel like you are talking to them
- The recommendation function should be precise so that consumers feel that you have remembered their preferences.
- Record consumers' past usage history
2. Use social media to spread virally
Personalized marketing is easy to spread on social media and has several big advantages:
- Because consumers are willing to share independently, interaction can be greatly enhanced
- Consumers can spread brand content independently, which can save brands a lot of advertising costs.
- Self-diffused content usually has a lot of personal insights from consumers, which can give the brand a more human touch.
- Build brand awareness and solidify consumer brand loyalty
3. Materials suitable for operation
Finally, to create high-quality personalized content, there are nothing more than a few elements:
- Data and Charts
- User interests and behavior
- Relatable topics in the community
Do you understand what personalized marketing is all about? Next time, you might as well follow the footsteps of big brands such as Spotify and provide personalized content to users to create higher brand reputation!
Source: Techcrunch, Yahoo Finance, Business2Community
