By means of mid-December, my Instagram feed is overflowing with my pals’ Spotify Wrapped playlists.

So I started my festive, neatly timed conversation with Spotify’s Head of Global Trade Promoting, Grace Kao, with an easy one: What’s on her Spotify Wrapped?

“I indubitably channel my 12-year-old daughter at the present time,” she prompt me. “So female power singers: Chappell Roan, Olivia Rodrigo… Beyoncé, obviously.”

Inside the spirit of reflection, I get a hold of “Promoting Wrapped”: Kao’s peak promoting and advertising strategies of 2024, and what to hold into 2025.

Lesson One: Personalization creates connection.

If Kao had to choose a cornerstone of 2024’s Promoting Wrapped, she’d make a selection “Connection.”

Which is why Wrapped is the sort of strong promoting and advertising tactic. It isn’t about merely personalization — it moreover fosters connection.

As Kao prompt me, “Spotify Wrapped does so neatly because of it’s personal, on the other hand it’s in most cases about crew. All we want to do is proportion our Wrapped with others. I want to pay attention about your Wrapped because of this can be a connection we every proportion.”

While I will be able to admit my own Wrapped is moderately embarrassing (I don’t be aware of the remainder post-2020, so my Wrapped is stuck in a time-loop of Taylor Swift’s Folklore… As an aside, I’m bad with trade), there’s something deeply gratifying about seeing all my social media connections on the similar internet web page for once.

While discussing how personalization creates connection, some other advertising marketing campaign sprung to Kao’s mind: The recent Coke and Oreo “Bestie Mode” collab, during which shoppers would possibly download curated Spotify playlists that blended their fav hits with their absolute best pals’ peak songs.

“In 2024, we spotted folks short of further observe and further connection, so this used to be as soon as a very good likelihood to hold two iconic producers together and do something fun that presented worth to our consumers.”

Lesson Two: Don’t sleep on podcasts as a lead gen selection.

Gen Zers don’t similar to paying attention to podcasts — they like buying from them, too.

In keeping with one file introduced in October of this twelve months, 82% of Gen Z listeners have taken movement on a symbol after paying attention to a podcast ad.

This doesn’t marvel Kao. As she puts it, “Gen Z trusts podcasts more than they trust influencers on social media at the present time.”

That is good to me. I in recent times purchased a Ninja blender because of I heard a podcaster inside the neatly being space rave about it. (I’m moreover a notorious shopaholic, despite the fact that, so take into account: I require minimal convincing.)

Kao boils the reasoning proper right down to authenticity: “I imagine it is because podcasts are unscripted in a undeniable sense. It’s like paying attention to an herbal conversation.”

Must you assume this promoting and advertising lesson applies very best to B2C, assume another time: Spotify’s 2024 Custom Next document found out that one of the vital peak podcast genres for Gen Z is industry and era.

So in 2025, Kao’s recommendation is to lean into podcasts as a lead gen selection, specifically if your audience contains Gen Z.

Lesson 3: Be the principle.

“Spotify is a daily important different during your life. We’re there for your first dance at your marriage rite, your first kiss, your first job interview, or the principle observe you play in your new car,” Kao quips.

“And that first experience is what drives emblem loyalty.”

She’s no longer unsuitable. I’m nevertheless dependable to Lululemon years after Alo Yoga, Vuori, and Out of doors Voices hit the scene as variety athletic apparel companies. For no the reason why versus the simplest one: I shopped there first.

“A lot of emblem loyalty comes from being first to market. And so when producers take into consideration 2025, it’s a should to imagine: How can you be first, or no less than part of a client’s first experience?”

Whether or not or now not you advertise instrument, collaboration tools, or car tires, the aim holds: You’ll now not be top-of-mind throughout any individual’s first dance, on the other hand you can be the brand they found out first, and the one they make a selection to stick with because of the small, measurable affect you’re going to have had on their first moments — be it a number one promoting and advertising job, first team challenge, or first huge promoting and advertising advertising marketing campaign.

And that’s the reason something to have a good time.

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