The best form of marketing is one that your users do for you. Indeed, there is nothing as effective as word-of-mouth and user-generated content to build and expand your brand reach.
However, captivating the audience in today’s world demands experiences that make them feel heard and valued. With the rise of Gen-AI and the continuous evolution of AI/ML, opportunities for creating hyperpersonalization are replete.
One of the best use cases we find for this in recent times, as per the New York Times and Marketing Brew, is that of Spotify. Last year, Spotify decided to amp up the existing Wrapped functionality where a curated playlist based on user data would be released every year. Spotify “Daylists” releases curated playlists daily based on user data such as music preference in genres, sub-genres, time of the day, and the day of the week. This results in hyper-personalized playlists that change based on the time users decide to tune in. To put the cherry on top, Spotify comes up with unique quirky names for each playlist! The result is another bout of regular UGC that leads to sustained organic word-of-mouth marketing.
The hyper-personalized mixtapes in the form of Daylists tend to create a subconscious feel-good association with the brand. Users are inclined to share these playlists on their social media as they feel they are sharing their own playlists rather than responding to Spotify’s call for UGC. That indeed is the art of leveraging personalized user experience to boost impressions.
