By mid-December, my Instagram feed is overflowing with my mates’ Spotify Wrapped playlists.
So I began my festive, well timed dialog with Spotify’s Head of World Enterprise Advertising and marketing, Grace Kao, with a simple one: What’s on her Spotify Wrapped?
“I undoubtedly channel my 12-year-old daughter proper now,” she advised me. “So feminine energy singers: Chappell Roan, Olivia Rodrigo… Beyoncé, clearly.”
Within the spirit of reflection, I offer you “Advertising and marketing Wrapped”: Kao’s high advertising and marketing methods of 2024, and what to convey into 2025.
Lesson One: Personalization creates connection.
If Kao had to decide on a cornerstone of 2024’s Advertising and marketing Wrapped, she’d select “Connection.”
Which is why Wrapped is such a powerful advertising and marketing tactic. It isn’t about simply personalization — it additionally fosters connection.
As Kao advised me, “Spotify Wrapped does so nicely as a result of it is private, nevertheless it’s additionally about group. All we wish to do is share our Wrapped with others. I wish to hear about your Wrapped as a result of it is a connection we each share.”
Whereas I am going to admit my very own Wrapped is barely embarrassing (I do not take heed to something post-2020, so my Wrapped is caught in a time-loop of Taylor Swift’s Folklore… As an apart, I am unhealthy with change), there’s one thing deeply gratifying about seeing all my social media connections on the identical web page for as soon as.
Whereas discussing how personalization creates connection, one other marketing campaign sprung to Kao’s thoughts: The current Coke and Oreo “Bestie Mode” collab, during which customers might obtain curated Spotify playlists that mixed their fav hits with their finest mates’ high songs.
“In 2024, we noticed folks wanting extra music and extra connection, so this was a fantastic alternative to convey two iconic manufacturers collectively and do one thing enjoyable that introduced worth to our prospects.”
Lesson Two: Do not sleep on podcasts as a lead gen alternative.
Gen Zers do not identical to listening to podcasts — they like shopping for from them, too.
Based on one report launched in October of this 12 months, 82% of Gen Z listeners have taken motion on a model after listening to a podcast advert.
This does not shock Kao. As she places it, “Gen Z trusts podcasts greater than they belief influencers on social media proper now.”
This is sensible to me. I not too long ago bought a Ninja blender as a result of I heard a podcaster within the well being area rave about it. (I am additionally a infamous shopaholic, although, so take observe: I require minimal convincing.)
Kao boils the reasoning all the way down to authenticity: “I feel it is as a result of podcasts are unscripted in a sure sense. It is like listening to an natural dialog.”
In case you suppose this advertising and marketing lesson applies solely to B2C, suppose once more: Spotify’s 2024 Tradition Subsequent report discovered that one of many high podcast genres for Gen Z is enterprise and know-how.
So in 2025, Kao’s suggestion is to lean into podcasts as a lead gen alternative, particularly in case your target market consists of Gen Z.
Lesson Three: Be the primary.
“Spotify is a each day companion all through your life. We’re there on your first dance at your marriage ceremony, your first kiss, your first job interview, or the primary music you play in your new automobile,” Kao quips.
“And that first expertise is what drives model loyalty.”
She’s not incorrect. I am nonetheless loyal to Lululemon years after Alo Yoga, Vuori, and Out of doors Voices hit the scene as different athletic attire corporations. For no cause apart from the only one: I shopped there first.
“Lots of model loyalty comes from being first to market. And so when manufacturers take into consideration 2025, it is vital to think about: How will you be first, or no less than a part of a consumer’s first expertise?”
Whether or not you promote software program, collaboration instruments, or automobile tires, the purpose holds: You won’t be top-of-mind throughout somebody’s first dance, however you can be the model they discovered first, and the one they select to stay with due to the small, measurable influence you’ve got had on their first moments — be it a primary advertising and marketing job, first group venture, or first large advertising and marketing marketing campaign.
And that is one thing to have a good time.
