Structurally, it consists of a series of sequential screens of information, with the last one containing the invitation to share the previous pages. Spotify Wrapped allows both users of Spotify and producers on the platform to view a compilation of data about trends on the platform as well as their activity on the platform over the past year, then invites them to share it on social media including Instagram. In 2019, Spotify's head of marketing described this phenomenon as a ' FOMO effect' which has encouraged people to use Spotify. In addition to promoting the music streaming service by encouraging users to share about it on social media, the campaign has developed into a unique feature that is different from the offerings of rivals including Apple Music.

Spotify Wrapped is a marketing campaign intended to promote Spotify.

Commentators have also analyzed the effects of Spotify Wrapped on the music industry, and contrasted it with offerings by other streaming services. The marketing campaign has been both praised and criticized for effectively providing Spotify with free advertising, and has been discussed in connection with broader questions about data and Spotify's use of it. Its release in early December each year, generally accompanied by billboards and television advertisements, has historically correlated with a boost to Spotify's app store ranking. Spotify Wrapped is shared widely on social media each year, and has led millions of people to promote Spotify on their social media accounts. While Spotify Wrapped is commonly referred to as an annual collection of data, only activity from a period beginning in January and ending a few weeks prior to launch in December is counted. In addition to individualized data, Spotify Wrapped also includes information about activity on the Spotify platform as a whole. Producers of content on the platform also have access to a version of Spotify Wrapped, which includes the number of times their content has been streamed that year.

Spotify Wrapped has historically included the five musicians a user has listened to most often, the songs which they have listened to most, and their favourite music genres. Released annually in early December since 2016, the campaign allows Spotify users to view a compilation of data about their activity on the platform over the past year and invites them to share it on social media. Spotify Wrapped is a viral marketing campaign by Spotify.

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