Why EVERYONE Is OBSESSED With Spotify Wrapped

00:11:10
https://www.youtube.com/watch?v=EuzRWd5U6_I

摘要

TLDRThe video delves into how Spotify Wrapped has become a viral success each December, attracting global attention and inspiring numerous imitators. Initially, the concept did not work as well when first introduced in 2015 as "Your Year in Music," largely due to missing two critical ingredients later identified: storytelling and the anticipation effect. Three psychological principles drive Spotify Wrapped's success: 1. **Curiosity Gap** - Spotify strategically withholds users' listening data throughout the year, creating anticipation and a desire to see the full summary when it’s released. 2. **Storytelling** - Each user's musical statistics are transformed into a personal story, sometimes incorporating playful elements like genre sandwiches or personality types based on listening habits. 3. **Spotlight Effect** - Wrapped allows users to share their unique listening data, tapping into the desire to be noticed and deemed unique. This enhances engagement and social interaction as users compare their stats. Spotify continuously innovates by changing the narrative style each year to maintain user interest, unlike YouTube’s Rewind, which failed as it became repetitive. Other companies have attempted to mimic this success but often lack the same mastery of user data and emotional engagement. Furthermore, suggestions are offered to enhance Wrapped, such as using AI to imagine collaborations between artists or connecting users with similar musical tastes to discover new songs.

心得

  • 📊 Spotify Wrapped transforms data into engaging stories, sparking user curiosity and anticipation.
  • 🎉 The spotlight effect allows users to feel unique and prompts them to share their stats widely.
  • 🔍 Curiosity gap and storytelling are key strategies in Wrapped's success, keeping users hooked annually.
  • 🎨 Wrapped's narrative changes yearly, maintaining relevance and excitement.
  • 📈 While other companies try to replicate it, Spotify's user experience is uniquely captivating.
  • 🤝 Sharing boosts Wrapped's visibility, fueling organic growth on social networks.
  • 🔮 Future enhancements could include AI-generated artist collaborations or music-taste matchmaking.
  • 🕵️‍♂️ Original failure was due to missing storytelling and emotional engagement.
  • 📈 It's designed to make users feel competitive, akin to a video game high score.
  • ⚙️ Suggestions for Wrapped improvements include more personalized content and social features.

时间轴

  • 00:00:00 - 00:05:00

    December marks the annual release of Spotify Wrapped, a phenomenon that has captivated global attention by ingeniously turning data and statistics into an eagerly anticipated event. Its success is rooted in psychological principles, making it not just about music but more about curiosity, storytelling, and self-reflection. Despite its current popularity, the initial attempt in 2015 with 'Your Year in Music' failed due to its lack of engaging elements beyond data. The principle of the Curiosity Gap plays a crucial role, where Spotify deliberately withholds yearly stats, fostering anticipation and interest, much like Instagram's notifications that compel user interaction.

  • 00:05:00 - 00:11:10

    Spotify Wrapped’s success also hinges on effective storytelling, akin to YouTube Rewind’s past popularity. By tying music data to personal experiences and crafting narratives around listening habits, Spotify makes statistics personally meaningful. Anticipation is crucial too, as new features like artist messages or personalized games keep the concept fresh and prevent staleness that plagued YouTube Rewind. Coupled with the Spotlight Effect, where users compete to appear unique and superior, Spotify Wrapped encourages sharing, amplified by its story-format design. Even as other companies attempt to replicate Wrapped's success, they often falter, highlighting Spotify’s mastery in maintaining relevancy and user engagement through thoughtful innovation.

思维导图

视频问答

  • What is Spotify Wrapped?

    Spotify Wrapped is an annual feature that presents users with personalized statistics about their listening habits over the past year.

  • What psychological principles make Spotify Wrapped successful?

    Spotify Wrapped uses the curiosity gap, storytelling, and the spotlight effect as key psychological principles to keep users engaged and eager to share their stats.

  • Why did Spotify Wrapped's first version fail?

    The first version of Spotify Wrapped didn't implement storytelling and engagement, lacking the elements that later versions used to make it successful.

  • How does Spotify create anticipation for Wrapped each year?

    Spotify crafts new and engaging stories each year using the same data, keeping the concept fresh and maintaining user interest and anticipation.

  • How is Spotify Wrapped designed to encourage sharing?

    Wrapped is formatted like Instagram stories with a call-to-action to share, leveraging the spotlight effect where users want to showcase their unique data.

  • What is the 'curiosity gap' in Spotify Wrapped?

    The curiosity gap involves withholding data throughout the year, which builds anticipation for the year-end reveal in Spotify Wrapped.

  • What role does storytelling play in Spotify Wrapped?

    Storytelling turns data into engaging narratives, creating a personal and memorable experience for users, and promoting emotional connections with their music journey.

  • How do other companies try to replicate Spotify Wrapped?

    Companies like Apple Music, Peloton, and Monzo have tried to replicate the success with their own year-end summaries or statistics-themed features.

  • What is the 'spotlight effect' related to Spotify Wrapped?

    The spotlight effect makes users feel more unique, encouraging them to share their stats as a form of social bragging and connection with others.

  • What future ideas could improve Spotify Wrapped?

    Possible improvements include generating collaboration scenarios between top artists using AI, and connecting users with similar music tastes through 'music pals.'

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  • 00:00:00
    every single year December rolls around
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    and you know what that means oh
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    dude do you see your Spotify oh sweet
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    Spotify wrapped is out wasn't a 38
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    Spotify R is trash Spotify
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    rap okay but how how did they manage to
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    turn the most boring thing imaginable
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    numbers and statistics into a global
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    phenomenon not only that how do they
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    manage to do it every single year making
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    it work so well that every other company
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    has copied it I looked under the curtain
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    and now it all makes sense because
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    Spotify rft is a master class in
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    Psychology it's not about the music it's
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    not even about the fear of missing out
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    see there are three key psychological
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    principles that make Spotify raft work
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    and they are carefully engineered every
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    single year but despite all this the
  • 00:00:47
    first time Spotify did it it didn't work
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    at all this is vizeri music released by
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    Spotify in 2015 and at the first glance
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    it looks like Spotify wrapped you could
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    see a recap of the music you listen to
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    how how many minutes which artist how
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    many genres your top tracks on the
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    surface it looks basically the same as
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    Spotify wrapped it had a cool design all
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    the data you're familiar with but it
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    didn't work some people liked it some
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    shared their stats in Spotify forums but
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    that was it it was nowhere near where
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    Spotify wrapped is today and that's
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    because while it looks very similar it's
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    missing two of the free things that make
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    Spotify wrapped actually work but it did
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    have the first one data so have you ever
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    played ground Theft Auto I mean if you
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    didn't I don't even know what you're
  • 00:01:33
    doing here what well in Grand Theft Auto
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    there's a section with all your
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    statistics about the game and you can
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    see how many kilometers you've traveled
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    how much time you've played with each
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    character how many people you've killed
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    of course this is a staple in many games
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    we are inherently drawn to data and
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    statistics about ourselves or what we do
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    this is why people track steps and their
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    calories and if you're like me I bet you
  • 00:01:54
    would like to have stats like in GTA for
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    your actual real life and with VIs music
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    Spotify crack the first piece of the
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    puzzle see to this day Spotify is a
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    master at using data not just for the
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    sake of showing you numbers but using
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    the first psychological principle that
  • 00:02:10
    makes Spotify R work the Curiosity Gap
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    these are the notification that Spotify
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    starts to send every single year and
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    they all lean on our n desire to seek
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    out what's missing the missing
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    information and it's not by chance that
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    Spotify doesn't offer any statistics
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    that you can see about your music
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    throughout the year they know how
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    valuable the osity Gap is so they
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    purposely make you wait for WRA every
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    single year to see the numbers this is
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    the same psychological principle that
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    Instagram uses when they send you this
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    if you ask someone to create this
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    notification the first thing they would
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    do is write enrio mentioned you in their
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    story but writing it this way creates a
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    curiosity Gap essentially giving
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    Instagram a free visit from you to the
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    app to see who it is that tagged you in
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    the story and this is also the same
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    principle that I used in this very video
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    Let's watch back for a second there are
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    three key psychological principles that
  • 00:03:03
    make Spotify raft work I used the
  • 00:03:05
    Curiosity cap to let you know that there
  • 00:03:06
    are fre psychological principles and if
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    you arrived here well it kind of worked
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    but still even with data your year music
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    didn't really work because data by
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    itself is not enough and that's when the
  • 00:03:18
    next piece of the puzzle comes in this
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    is YouTube Rewind for those of you that
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    weren't old enough back in the day this
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    was a phenomenon every single year
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    YouTube created this super highly
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    produced video
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    with all the biggest creators on the
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    platform with all the memes and the
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    cultural reference of the year it was
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    huge now YouTube Rewind didn't really
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    show you data but it nailed the second
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    pillar that makes Spotify rat work and
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    that's storytelling sure I can tell you
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    that you listen to I am an island boy
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    for 957 minutes this year that's cool I
  • 00:03:51
    guess but what if I tell you that with
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    this you are in the top 0.02% of fans of
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    the island boys I don't know if that's
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    something to really brag about though I
  • 00:04:01
    can tell you that you listen to X
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    minutes of l r but what if I link it to
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    a specific month of the year bringing
  • 00:04:07
    back memories from that time where you
  • 00:04:09
    were probably lonely and depressed I can
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    tell you that you listen to these genres
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    okay but instead I can create your genre
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    sandwich at Spotify they are Masters in
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    taking simple boring pieces of data like
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    how many genres you listen to how many
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    playlists you created and tell a story
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    with your data like turning your
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    listening statistics into an astrology
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    Style game with 12 unique personalities
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    like the roboticist if you always rely
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    on the algorithm to listen to stuff the
  • 00:04:36
    vampire if you listen to Dark Emo music
  • 00:04:39
    while you write videos about Spotify R
  • 00:04:43
    if you know these V don't even have any
  • 00:04:45
    data in them but they tell you a story
  • 00:04:48
    but let's go back to YouTube Rewind for
  • 00:04:49
    a second because if you know YouTube
  • 00:04:52
    Rewind you also know that it's not a
  • 00:04:54
    thing anymore 2018 was the year that
  • 00:04:56
    killed YouTube Rewind it was one of the
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    most disliked video in the entire
  • 00:05:01
    history of YouTube and that's because
  • 00:05:03
    yeah it was cringe but it also got stale
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    it was a same recipe year after year and
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    this is where the second psychological
  • 00:05:12
    principle that Spotify uses comes into
  • 00:05:14
    play the anticipation effect see our
  • 00:05:16
    brains feed on anticipation even now you
  • 00:05:19
    are here always trying to anticipate
  • 00:05:21
    what is going to be my
  • 00:05:23
    next word and Spotify uses this every
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    single year because the data I itself
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    the numbers coming out of the analytics
  • 00:05:32
    team in some room are always more or
  • 00:05:34
    less the same sure maybe they can come
  • 00:05:36
    out with a new metric but they're going
  • 00:05:39
    to be always the same few numbers about
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    your music and so they realize that they
  • 00:05:43
    need to craft a different story and use
  • 00:05:46
    storytelling in a different way every
  • 00:05:48
    single year to stay relevant otherwise
  • 00:05:50
    they know that it can be cool for a few
  • 00:05:52
    years but they risk the same fate that
  • 00:05:55
    YouTube Rewind had this is what makes
  • 00:05:57
    you anticipate Spotify rep as an event
  • 00:05:59
    it's not what is my data going to be
  • 00:06:01
    this year but what is the story going to
  • 00:06:04
    be this year in 2017 they introduced
  • 00:06:06
    artist raft Spotify RS but for the
  • 00:06:09
    artists themselves in 2020 they tried
  • 00:06:11
    quizzes having you actively guess what
  • 00:06:13
    the most listened to podcast and songs
  • 00:06:15
    were in that year Spotify raps touched
  • 00:06:17
    90 million users and Spotify downloads
  • 00:06:20
    increased by 21% during the first week
  • 00:06:22
    of December in 20122 they added
  • 00:06:24
    personalized video messages from artists
  • 00:06:26
    to their top fans adding connection to
  • 00:06:28
    the audience in 2023 is the
  • 00:06:30
    personalities based game that we saw
  • 00:06:32
    before each year they build a new story
  • 00:06:35
    so that each year like clockwork they
  • 00:06:37
    managed to build anticipation so much so
  • 00:06:40
    that every other company tried to copy
  • 00:06:42
    this success of course Apple music
  • 00:06:44
    jumped on the train with their Replay
  • 00:06:46
    that was predictable but then we got
  • 00:06:48
    peleton the bike Fitness company that
  • 00:06:50
    copied wrapped with their own year recap
  • 00:06:53
    for your workouts only thing is that
  • 00:06:55
    many people were lazy they did like
  • 00:06:57
    three workouts in the entire year and
  • 00:06:59
    now p just slapped that in their face
  • 00:07:01
    before Christmas the bank monzo did a
  • 00:07:03
    similar campaign and you can imagine how
  • 00:07:05
    excited people were to see all their
  • 00:07:07
    expenses recapped again at the end of
  • 00:07:10
    the year so we have data we have
  • 00:07:12
    storytelling but there is one less piece
  • 00:07:14
    to the Spotify wrapped and it's probably
  • 00:07:16
    the most important but before we get to
  • 00:07:19
    this how do I get out of here I'm in
  • 00:07:22
    Tinder
  • 00:07:23
    now oh nice oh now I get it I'm stuck
  • 00:07:27
    inside mobin see I used use mobin for
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    every single video I make because it's V
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    place to find high quality screenshots
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    of basically every app in existence you
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    can just type fun and here's some fun UI
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    inspiration or maybe I need some buttons
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    and there we go maybe I want to talk
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    about dark mode oh when you look at that
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    sweet dark mode I've been using mobin
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    for the last 6 months since I discovered
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    it and I wish I discovered it sooner
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    because it literally saved my life to
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    find content and screens to make these
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    very videos if you're the designer mobin
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    is a must but even if you're just
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    interested in Tech and design and you
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    want to understand the latest trends you
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    can find everything on mobin if you want
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    to try mobin remember to use the link in
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    the description so they'll know I sent
  • 00:08:11
    you and I hope you enjoy it as much as I
  • 00:08:13
    do and now let's get back to the video
  • 00:08:15
    because let me ask you this do you have
  • 00:08:18
    that friend that's like yeah I listen to
  • 00:08:20
    everything all the genres I'm such a
  • 00:08:22
    music nerd and then you find out he only
  • 00:08:25
    listen to the top 50 and his Niche and
  • 00:08:28
    upand cominging artist is is Drake well
  • 00:08:31
    this hides the third ingredient that
  • 00:08:32
    makes Spotify WRA actually work the
  • 00:08:35
    spotlight effect we tend to believe that
  • 00:08:37
    we are more noticed more unique than we
  • 00:08:39
    really are we want to feel special in a
  • 00:08:42
    way Superior to others in the end we
  • 00:08:45
    want to flex and Spotify knows this all
  • 00:08:48
    too well it's no coincidence that they
  • 00:08:50
    put the total number of minutes you
  • 00:08:51
    listen to here as the main metric and do
  • 00:08:55
    you see the resemblance it's a video
  • 00:08:57
    game high score it creates the IDE that
  • 00:08:59
    now this is a competition and you want
  • 00:09:02
    to be better than your friends at it see
  • 00:09:04
    I was listening to the band The 1975
  • 00:09:06
    back in 2013 when they had like 50,000
  • 00:09:09
    listeners and now that they went big for
  • 00:09:12
    me it's a flex Taylor Swift fans are
  • 00:09:15
    going to fight for the flex of being in
  • 00:09:16
    that top
  • 00:09:18
    0.01% of listeners and I bet you those
  • 00:09:21
    that reach it will very much want to
  • 00:09:23
    share it and this is the key the
  • 00:09:25
    spotlight effect is what powers the
  • 00:09:27
    third ingredient behind Spotify wrapped
  • 00:09:29
    sharing the first version of this ear
  • 00:09:31
    music looked like this basically a PDF
  • 00:09:34
    slide not really sharable but today WRA
  • 00:09:37
    has evolved into this Instagram stories
  • 00:09:39
    format with a huge call to action to
  • 00:09:41
    share on each individual page this is
  • 00:09:43
    what allows it to spread organically
  • 00:09:45
    every single year Spotify mastered these
  • 00:09:48
    free but every year they need to keep
  • 00:09:50
    their game up to stay relevant so while
  • 00:09:53
    I was waiting for my Spotify wrapped
  • 00:09:55
    like everyone else I got to work and
  • 00:09:57
    Spotify here's a few ideas for free
  • 00:10:00
    you're welcome we all have multiple
  • 00:10:02
    artists we like and if you're like me
  • 00:10:04
    you would freak out if they collaborated
  • 00:10:06
    together on a song so after your top
  • 00:10:08
    artist they can use image generation for
  • 00:10:10
    cover art and llms for lyrics and
  • 00:10:12
    imagine what a featuring between your
  • 00:10:14
    top artist would look like that amazing
  • 00:10:17
    new song by Sabrina Carpenter and
  • 00:10:19
    Cannibal Corpse or that other one by
  • 00:10:21
    Skrillex and Bob Dylan or introducing
  • 00:10:24
    music Pals where Spotify finds you the
  • 00:10:26
    user that most resembles your music
  • 00:10:28
    taste and if they accept you can get in
  • 00:10:30
    touch oh and even if you have a ton of
  • 00:10:32
    Music in common you're likely to have
  • 00:10:34
    very similar taste so here's a playlist
  • 00:10:36
    with the top songs that the other person
  • 00:10:38
    have but you don't so you can discover
  • 00:10:40
    new stuff but wait a second have you
  • 00:10:42
    noticed it I'm talking about the design
  • 00:10:44
    of Spotify wrapped it's kind of bad
  • 00:10:48
    don't get me wrong they do this on
  • 00:10:49
    purpose but this bad messy aesthetic is
  • 00:10:52
    not just taking over Spotify rra but
  • 00:10:55
    everything the design of what we use
  • 00:10:57
    what we watch how we speak how we write
  • 00:10:59
    and as it turns out there's a very
  • 00:11:02
    precise reason why and you can learn all
  • 00:11:04
    about it in this video right here I'm
  • 00:11:06
    enrio and I'll see you in the next one
标签
  • Spotify Wrapped
  • psychology
  • curiosity gap
  • storytelling
  • spotlight effect
  • data analysis
  • music sharing
  • user engagement
  • anticipation
  • statistics