I looked at different year-end recaps and here’re what I learned…

Google trends on search term “wrapped”

1. Hulu

Hulu’s year-end recap 2021

2. Snapchat

Snapchat’s re-cap 2021

3. Strava

Strava 2021 recap

4. Reddit

Reddit 2021 year-end recap

5. Binance

Binance 2021 year-end recap

Here are 3 reasons why Wrapped is a super cool idea:

  • To inform: companies are usually blamed for collecting too much user data, and using them for various reasons unknown to users. This is a way to remind people that their data are also used to improve user experience, in this case as insights to help users know more about themselves.
  • To explore: descriptive analytics is nice and all but remember all these big companies are expanding their data science team to up their AI games? An end-year wrapped is definitely more beneficial if it can give us some pointers on what to do next. How about trying out some indie songs? joining these new Reddit groups? be a part of those emerging communities?
Analytics Maturity Model
  • To share: wrapped is a great way to share your interests with people around you, it makes the person deem more interesting while promoting the platform to non-users — a win-win for both the App provider and its audience.

Why did some recaps work/get shared and some flop?

  • Personalization:
Source: Tech Crunch
  • Shareability:
  • Presentation:
Source: Tech Crunch

Last words:

Twitter’s tweet

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