When Spotify launched its first Wrapped, it didn’t know what it was creating: a real monster

If companies have learned anything since the Internet has evolved into this strange algorithmic mass that sometimes escapes our control, it is that, if something creates a trend, it must be there.

For a few days we can enjoy the latest Spotify Wrappedthe now classic annual review where we find data playfully designed to share on networks such as which artists we listen to the most on the platform or which songs have defined our year. And as it could not be otherwise, the networks are flooded with captures.

So far everything is correct. But as happens with any content that becomes popular and people like it, alternatives arise. And that’s not bad. In fact, Spotify didn’t invent personalized annual reviews, but when we already see a pseudo-wrapped on platforms like WeTransfer (hey, good for them), the alarm bells are already ringing that perhaps we are slipping a little. And throughout these days I have found examples that are each more absurd.

Spotify. Wrapped has become one of those excellent viral marketing strategies. Since its launch in 2016, Spotify has gotten millions of users to voluntarily share their listening data every December. The flood of screenshots that each user shares on social networks becomes a tool for creating FOMO that encourages another potential user to use Spotify, or even gives them reasons to stay on this platform.

It has become more or less a cultural phenomenon, a tradition like Christmas itself. And of course, this has attracted other companies enough to want to replicate this effect at all costs.

Irresistible. As I said before, Spotify was not the first to make annual summaries, but it was the first to turn them into irresistibly shareable content. The key is in its design: very striking graphics, personalized statistics and a perfect format to share on your Instagram story. The hashtag #SpotifyWrapped becomes a global trending topic every year, generating organic advertising comparable to very few advertising campaigns.

And the formula is repeated every year without few changes beyond the visual: take the data you already have about your users, wrap it in an attractive way and return it to share with other potential clients.

A Wrapped for everything. Having an annual review of your platform or service has become mandatory for many companies, extending to all types of industries. In the field of entertainment and gaming, platforms such as YouTube, Apple Music, Amazon Music, PlayStation, Xbox, nintendo, Steam either Twitchamong many others, offer their own summaries. Curious not to see anything official that resembles it on Netflix and other streaming platforms, beyond some third-party tools, such as kapwingwhich allow you to import your own viewing data to see a similar overview.

cforced asses. Where the trend becomes truly interesting is in sectors where, a priori, an annual summary does not make much sense (or seen another way, cases ahead of their time). To Lidl (yes, the supermarket) has its annual review, where it tells you what you have bought the most through its app or how many times you have gone shopping.

Lidl’s move is even nice, but there are cases that play a fine line. WeTransfer could perfectly fit in here. As a file transfer service I have no complaints (maybe one or two), but I would never have expected that a platform of this kind would also think of joining this type of marketing initiatives.

And if we talk about forced cases, Securitas Direct. As is. The platform tells you through its My Verisure app data such as the number of times you have accessed and things like that. I can’t help but imagine someone anxiously awaiting their annual review of their alarm service to find out how many times they have been broken into this year. Jokes aside, here is already an area in which having a wrapped looks out of place. But if anyone finds these statistics useful, nothing to say about it.

More examples that embrace fashion. Duolingo even overtook Spotify this year by launching your Year in Reviewrevealing learning statistics, streaks and the dreaded error counter. Trakt, a website where users register series and movies what do you see, too has its own summaryalthough to see it you have to upgrade to their payment plan, so I’ve never seen it.

Platforms like Uber either LinkedIn They have also joined the bandwagon with their own versions. Even the New York Times has launched its “Year in Games” for Wordle, Connections and other games, showing statistics such as the average attempts in Wordle or the most correct categories in Connections.

Viral logics. If something starts to gain traction on the internet, all brands want to be there, even if the connection with their business is forced. It is the fear of being left out of the conversation. The same FOMO effect that these tools achieve, in some way, also generates FOMO around companies that seek to enter this trend in any way.

These annual reviews are no longer just a data analysis tool, but a format that brands try to appropriate to gain visibility and engagement. It works because we are very heavy on sharing content and we generate the occasional unpopular opinion in the process, even if it is your supermarket purchases. This is how we operate on the Internet.

I can’t wait to see the Wrapped from my electric company to learn more about my consumption peaks or my bank account to see what nonsense I waste my money on.

In Xataka | How to share Spotify Wrapped 2025 on Instagram, WhatsApp or other apps