According to Forbes, last year “ more than 60 million users engaged with the in-app story experience” in just a few weeks, and it was mentioned on Twitter over 1.2 million times. While it seems like 2020 has been the year that every platform added an Instagram/Snapchat-like stories function (reminder that even LinkedIn has stories now), it’s easy to understand why they’d do so when you consider how the stories format is what truly unleashed the floodgates to Wrapped’s popularity. Before it was presented on a microsite and sent out as an email link, but now the data pops up right in the mobile app in a customized video format that you can share to your Instagram stories with one click. Spotify first branded their personalized analysis of your yearly listening habits as Wrapped at the end of 2016 - but it wasn’t packaged in such a fun, bite-sized, social media-centered format until last year. People can’t stop sharing and dissecting their feelings about their Wrapped playlists on Instagram and Twitter, discussing their music tastes with an earnestness and enthusiasm not usually seen on social media.
In a short time, Spotify Wrapped has become an unmissable end-of-year ritual.
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