SPOTIFY WRAPPED: 6 PSYCHOLOGICAL PRINCIPLES THAT MAKE IT GO VIRAL EVERY YEAR

Summary from the TLDR Marketing newsletter

This case study analyzes the psychological principles Spotify leverages to make Wrapped go viral every year. A week before release, it uses the curiosity gap to get users hooked and build anticipation. Then it uses storytelling, delighters, and numbers to make user stats more engaging and interesting. Lastly, it leverages the bandwagon effect by making its content very easy to share.