The Teardown

🔥 Let's talk Product-Led Growth🔥

If you are a fan of the Reforge school of thought, I think all my Growth hobbyists out there would appreciate this breakdown.

SPOTIFY WRAPPED - A beautiful product led growth acquisition loop fueled from a social viral retention and casual contact acquisition loop all wrapped (pun intended) in a Data/Brand Macro loop. 💰 (tldr - Retention drives Acquisition)

The reason why I picked out this Loop dynamic is because of its seamless complexity.

Starting from left to right:

The Spotify Wrapped feature is at the core a Retention Social Viral Loop (users increase their engagement with the app)
The beauty lies within how we go from Retention to Product Led Acquisition when a User Shares Wrapped to Social Media
An Acquisition loop is formed through a Casual Contact/Viral Loop increasing the new users who join the platform (this isn't their core Acq loop but its incredibly effective)

"Wrapped gives Spotify a big boost in new installs: Its mobile app downloads increased by 21% in the first week of December last year." - Source

As a PLG enthusiast, I see two learnings:

Spotify knows that sharing to social media is literally mission critical for these two loops to connect and drive momentum. Breaking down User Psychology - there are crystal clear reasons for why Spotify makes the UX the smoothest for sharing on social media by surfacing those buttons clearly.
The emotional connection and community reward for sharing enables these (2) loops to be more defensible by being apart of one Macro Loop - Data Network Effects and Brand (the more users who share Wrapped on social media the stronger Spotify's data intelligence and Brand become

This is Product Led Growth - Acquisition. I find it critical to build out qualitative growth models (aka loops) when designing/strategizing what are the best feasible tactics in order to Blitzscale growth!

Spotify Wrapped - PLG Acquisition