2020 is ‘Wrapped,’ But Year-in-Review Campaigns Remind Us it Wasn’t All Bad

Every year we look forward to the New Year because it gives us a reason to reflect on all the memories made throughout the year and to anticipate the year ahead. This yearly tradition is made all the more exciting because of the many campaigns from our favorite apps that paint a picture of our year in photos, music, and more. Similar to an end of year report put together by PR firms and marketing agencies, these campaigns analyze their users’ content.

Here are some of the best EOY campaigns that let users do the work for them:

Spotify Wrapped

Though others are catching on, the Spotify Wrapped release brings a lot of brand love and attention to the music streaming service, and brand envy to subscribers of other music platforms. The curated “Wrapped” report shows users the artists, albums, songs, playlists, and genres that they frequent, which in this generation is almost equal to a Myers-Briggs Personality Test. Listeners have responded exceptionally well to the Wrapped reports since the concept was introduced in 2015. You can expect lots of buzz about the platform and the campaign during the release period, as people post their stats all over their personal social media channels.

Apple Music decided to get in on the action in 2019 with a similar version of the campaign called “Apple Music Replay.” Though it has not gained the same popularity as Wrapped, the concept of an end of year music recap is not only here to stay, but it’s an easy way to gain awareness and publicity for your brand.


While Snapchat has utilized their Memories since 2016, the Year End Stories are what users anticipate all year. The final days of December yield reflection and remembrance, and Snapchat’s Year End Stories are there to assist. The feature pieces together similar activities you did throughout the year, the people you hung out with the most, and the topics you couldn’t stop posting about.

This year, Snapchat partnered with Google for a separate “Year in Search” campaign that utilizes Snapchat’s augmented reality (AR) abilities to create an immersive user experience. The campaign allows users to see photos of the most searched topics and trends by looking through a Google Lens.

Most Talked About Topics

Facebook and Twitter take a similar approach in providing their users an overview of the topics and trends that took the two social channels by storm in their year-end recaps. Though these campaigns do not highlight the posts or interactions of a user individually, they provide broader insights to the site usage as a whole.

In years like 2020, there are a plethora of topics that had a spotlight shone on them, making Facebook’s “Year in Review” and Twitter’s #ThisHappened campaign a thought-provoking journey and history book of sorts for their users.

These campaigns brought even more reflection to us in a year where basically all we could do was reflect. Though the year itself was filled with hardships and seemingly never-ending bad news, social media was an outlet we all needed to feel connected. These campaigns are so successful because they feel personal, and they bring people together to reminisce – because even years like 2020 had some moments worth remembering.