Are Spotify users like a fricken cult? Yes, they totally are.

And never are the 120 MILLION OF THEM prouder of their cult than they are on Spotify Wrapped Day.

Imagine the shame I experience when I tell them 'I'm on Apple Music' and see their faces smirk with superiority. They are loyal soldiers of the brand wars. And they know the rest of us have no cavalry comparable to their beloved "Wrapped."

Because the brand's focus on personalisation has won the trust and hearts of millions of customers around the world. It fosters immense brand loyalty and sets the standard for other brands to do the same.

It's all about the data, baby.

Personalisation harnesses consumer data to create content tailored to them. This data includes users' interests, demographics and purchasing habits.

But with great data access comes great responsibility. That's why privacy must be at the heart of personalisation. Because nobody wants a repeat of Zuck, who is largely responsible for consumers' mistrust when it comes to sharing their data.

Compare that to Spotify, which has won the trust of millions of customers. They've done so by being completely transparent about how they collect their data and how they use it.

In a world where privacy regulations continue to grow, first- and zero-party data is an invaluable marketing tool. Understanding user preferences is a massive distinguishing factor in saturated and competitive markets. And it's something that Spotify does so well.

In the business of discovery.

Spotify isn't just a library of music listeners can access. Instead, it's a place of "discovery.' This empowers listeners to discover playlists they might like, what vibe they've been giving off lately, and what kind of music listener they are.

This means users who don't have time to create playlists can still get this personalised experience.

'...there isn't just one Spotify experience. There's more like 365 million different experiences-one for each user-that's deeply personalised to their wants and needs.' - Flight Digital

Designed for sharing.

You have to admit that majority of the appeal of Spotify Wrapped is due to its shareable design. Not only are the bold colours and animation designed to make the app incredibly engaging and aesthetic.

The format is literally made for Instagram stories. This makes sharing what you're listening to an instant and easy dopamine hit.

Recently, Spotify came out with the Daylist feature. The app customises playlists full of music recs based on the type of music a user would usually listen to during that given day or time. (I know, right?).

This is next-level personalisation, built by analysing users' listening habits. Then Spotify's data scientists (yes, that's a real thing) select the words and phrases to describe the users' listening moods. Mind blown.

And, like I may have alluded to at the start of this article, it has a dreadful effect on those of us who don't use the app. This FOMO helps Spotify garner more users, while undoubtedly keeping its existing ones.

According to Emily Galloway, head of product design for Spotify's personalisation team, 81% of Spotify users said one of their favourite things about Spotify is its personalisation. So the brand's just giving the people what they want.

Spotify's personalisation approach is by far one of the best examples in marketing today. It creates an emotional connection with users. And it means they can look back and reflect on their journey, which makes them to feel understood.