Lessons From Spotify Wrapped For Creative Business | 110

This week, Spotify released their annual Wrapped. For those who don’t know, Spotify creates a personalized summary of your listening habits over the past year, including favorite artists, songs, genres, and total listening time.

Everyone posts this to their social media, and this ends up driving more users to Spotify and reinforces current users to keep using that app. Great for business.

But what does any of this have to do with running a creative business? At the end of the day both Spotify and our businesses come down to the same thing. Get more customers and keep current customers around.

Let’s see what we can learn from Spotify’s brilliant strategy.

Reflective Showcase of the Year

What if we put together our favorite photos/videos we shot for this client throughout the year?

Presented in a unique way, this would be a brilliant way to stand out as a creative.

But I wouldn’t make this a PowerPoint or a pdf.

I would create a branded social post so your client can post this on their pages. Either a carousel or a short-form video would do wonders.

Make this design authentic to the brand and be sure to include your company in there as well. It needs to be clear this is your production company putting this together for them.

Their followers will see this. A percentage of them are business owners themselves, and they’ll see the effort you put into your clients. They’ll want to work with you, too.

This does take a lot of effort on your part, but it will result in a lot more inbound leads.

Personalization and Client-Centric Milestones

Spotify Wrapped does an amazing job at personalization and celebrating user milestones, a strategy that's equally powerful for our businesses.

Celebrating our client’s milestones builds a sense of community and shared achievement.

I follow all my clients on social media. If I see them post about something they’ve achieved, you better believe I’m in their inbox celebrating with them.

Whether it’s a new product launch or a new milestone, celebrate with them.

This approach not only builds client satisfaction but also fosters lasting relationships.

Harnessing Data-Driven Insights

This one is the hardest to implement but can give you great insights into your business and clients.

The success of Spotify Wrapped is rooted in its use of data to create personalized experiences.

Let’s start by using data-driven insights in our own business.

By analyzing client feedback, social media analytics, and market trends, we can customize our offerings to meet the demands of our clients and the market.

Regularly ask for feedback from clients. Take this data and improve your service.

If you share social content, see what types of posts perform best.

Bonus points if you manage your client’s accounts too or have access to their data.

Stay up to date with market trends. If you purely did product photography in 2018, maybe now you need to add stop motion or even short-form video into your offerings.

Remember, we’re not just photographers or videographers. We’re business owners. And business owners adapt to changing markets.

The really cool thing about analyzing businesses like this is drawing these sorts of parallels.

Once you learn business skills (shoutout to Creative Biz Launch students), they are nearly universal. At the end of the day, if we focus on these 2 business problems, our businesses will thrive:

How can we get more customers?

How can we get them to come back for more?