Why Spotify’s “Wrapped“ Feature is the Growth Hack of this DecadeDecember 13th [email protected] nikolasvogt Nikolas Vogt Founder, Growth Akademie ● ex-Growth Lead, Google ● Speaker, Santa Clara Uni ● www.growthakademie.de’Tis the season when your social media is overflowing with your friends’ Spotify year-end wrap ups — and this year, they’ve even topped it all off with a personalized ‘Your Decade Wrapped’ curation.¹Using Spotify’s language, the extremely high shareability and intent of this feature makes Spotify’s year-end wrap-up a true contestant for “Growth Feature of the Decade”.
Spotify’s “Wrapped” year-end feature — a contestant for the growth feature of the decade?
Here are two reasons why Spotify’s growth feature is so powerful:1.
Natural shareability and friction-less integrationSpotify’s year-end feature amplifies a use case with an already high natural shareability.
This makes Spotify’s year-end wrap very unexpected and unique, even further increasing its social value and shareability.

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