The trend for yearly recaps

At this time of the year, digital services “gift” to their users personalised statistics about the previous 12 or so months of engagement with their services. From Spotify’s Wrapped to Duolingo’s Year in Review, Fitbit’s Year in Review to Goodreads’ Your Year in Books, these yearly recaps offer users a reflective view of their experiences with that brand.

These campaigns adopt a very distinct approach to crafting a message: instead of using personal data to personalise the content of the message, it’s the personal data that become the centrepiece of the message. Personal data move from being the input to the campaign, to becoming the output, creating a narrative around the users’ behaviours and interactions with the product.

While these campaigns offer a personalised touch, they are not without risks. First, they can make users aware of the extent of data collected about them. Second, they might remind users of how infrequently they use – or how little they benefit from – the product, potentially leading to cancellations. 

So, what could be the benefits of this type of campaign?

These campaigns serve as powerful reminders of a product’s role in consumers’ lives. Many of the products mentioned above are consumed on the way to achieving something else: relax at the end of a long day, study for an exam, train for a marathon… By showcasing regular usage, the brands elevate themselves from the background to the center stage, strengthening customer loyalty and increasing willingness to pay.

Moreover, by giving a label to the user’ behaviour, these campaigns aid in the process of identity construction. Suddenly, there is hard evidence that I am a particular type of music consumer (a zombie, apparently); that I am a keen learner of languages; and so on… In turn, that will activate the Diderot effect – i.e., incentivise me to engage in additional acts of consumption that align with that (newly established) identity.

In summary, leveraging personal data to create meaningful narratives can foster strong connections with digital services’ users, provided brands avoid the potential pitfalls. As for users, these initiatives invite reflection on our digital lives and the roles these products play in shaping our identities.

Which of your favourite digital services would you like to get a personalised “Year in Review” from?