Why Spotify Wrapped-esque year-in-review posts took over Q4 brand marketing

The year in review is something Oura has done annually for the past couple of years," said Bryn Harrington, senior product marketing manager at Oura. "It's a really loved member moment - something our members look forward to every year."

Spotify Wrapped has set a new standard for year-end recaps. Its packaging and focus on individual traits helped its data feel personal, not intrusive.

As Vox noted in 2021, Wrapped created a pathway for Spotify to showcase its vast personal data in a shareable format that resonates with users.

Following Spotify’s lead, various brands like Starbucks and Duolingo have successfully launched their own personalized year-in-review experiences, capitalizing on this prevailing marketing trend.

Read at Modern Retail