Spotify Wrapped and the Marketing Funnel

Spotify Wrapped is the most anticipated annual marketing campaign from the music streaming giant. But is it really driving new users, or just making existing fans feel good? In this episode, Lucas and Luna dissect the Wrapped phenomenon through the lens of the classic AIDA marketing funnel. They explore how Wrapped turns passive listeners into evangelists by creating a personalized, shareable moment that generates massive earned media. With data from 2025's edition — 120 million users shared their Wrapped on social media, netting Spotify 8 million new subscribers within two weeks — they examine where Wrapped fits in the funnel: top-of-mind awareness for non-users, but mostly a mid-to-bottom funnel tool for retention and brand love. They also discuss the risk of Wrapped fatigue and whether Spotify can keep innovating the format. #Spotify #SpotifyWrapped #MarketingFunnel #AIDA #Awareness #Interest #Decision #Action #UserGeneratedContent #EarnedMedia #Personalization #Retention #PodcastMarketing #Streaming #MusicBusiness #BrandLoyalty #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo