The Best Wrapped Features of 2025

Between late November and early January, social media feeds transform into showcases of personalized year-end summaries. What started with Spotify in 2016 has grown into a global event contributed to by almost all major consumer-focused apps.

Wrapped features work because they transform passive usage data into shareable stories. Users get personalized insights about their behavior, often discovering patterns they didn't consciously recognize.

The social proof of achievements worth broadcasting creates organic viral loops with each share exposing the platform to new potential users while reminding lapsed users what they're missing.

Here's how the leading platforms approached wrapped in 2025, and what made each campaign effective.

Spotify Wrapped: The Original Still Innovates

Spotify launched Wrapped in 2016 and continues refining the formula each year. The 2025 version brought with it some of the classic features users are familiar with including:

• Minutes listened
• Top songs, artists and genres
• Top podcasts
• Your top songs playlist

This year also brought a number of new features to Spotify Wrapped including:

• Listening age
• Top artist sprint (how your top artists changed month by month)
• Fan leaderboard (how you stack up to other top fans of your favourite artists)
• Clubs (an expression of your unique listening style and the role you play in that community)

This year Spotify also launched Wrapped Party as a way to share and experience your wrapped with friends for the first time.

What makes Spotify Wrapped consistently effective is its balance of data breadth and emotional resonance.

Users don't just see their top five artists, they get narratives about their listening journey. "Your summer was defined by indie rock" or "You discovered 47 new artists this year" transform statistics into stories.

Notable mentions also go to Apple Music Replay and Amazon Music Delivered but since they essentially followed Spotify they don't get the top spot.

YouTube Recap: Scale and Personalization

In 2025 YouTube entered the chat for the first time with YouTube Recap, a summary of your top creators, genres and watch history.

The platform introduced "Personalities" that categorized users into narrative archetypes: The Skill Builder, The Sunshiner, The Trailblazer and more. Each persona received different wrapped templates highlighting metrics relevant to their content consumption patterns.

YouTube also surfaced creator collaboration opportunities. Users who consistently watched multiple creators in the same niche received suggestions to join community spaces or purchase merchandise. This transformed wrapped from pure engagement play into a monetization channel.

For those who listen who use YouTube for listening to music, there was also a section letting users experience their favorite artists and dive deeper into the top genres and podcasts people spent the year listening to.

It's great to see YouTube putting effort into these experiences and it will be interesting to see where they take this in future years.

Duolingo Year in Review: Gamification Meets Wrapped

Duolingo's Year in Review exemplified how gamified platforms can extend their core mechanics into wrapped campaigns. The language learning app already tracks streaks, achievements, and learning milestones throughout the year, making wrapped a natural extension.

Led by the famous Duo, users were guided through a feed of insights on individual progress including XP earned, longest streak length and overall language score.

Duolingo also rewarded users with gems (in-app currency) for sharing their year in review on social media boosting the return on investment from user-generated content.

The app also leaned into competition. Users saw how their learning compared to friends and could challenge others to beat their 2026 stats. This social comparison drove immediate engagement spikes and set up ongoing competitive dynamics for the new year.

Blossom Wrapped: Financial Data Made Shareable

Blossom, a social investing platform, faced a unique challenge: making financial data shareable without making users uncomfortable. Money remains sensitive, yet investment achievements represent significant personal accomplishments worth celebrating.

The 2025 Blossom Wrapped solved this through carefully showing users their top positions (percentage returns only) and focusing on platform engagement than pure money metrics.

As primarily a social platform, the app also took the opportunity to highlight users' engagement and stats from this angle. By showing users follower, likes and comment counts it taps into users intrinsic personal goals of growing their following and creates an opportunity to position users' goals for next year.

Discord Checkpoint: Community-Focused Insights

Another new entrant this year was Discord's Checkpoint campaign which in 2025 recognized that users care less about individual statistics and more about community experiences.

As a core part of the platform culture, Discord chose to surface statistics around most common emojis users used, the servers they found themselves in the most and the friends that they spent the most time with throughout the year.

The platform surfaced memorable moments: inside jokes that became server-wide memes, voice chat sessions that lasted hours, games played together. These qualitative insights resonated more than quantitative metrics because they captured why users value Discord.

After viewing their checkpoint, each user has the chance to claim their very own checkpoint card built around common personalities complete with a unique avatar that users can use within the platform for a limited time.

Granola Crunched: Productivity Meets Personality

Granola, an AI note-taking and meeting productivity app, launched Crunched using AI to surface insights on how users spent their professional time in meetings based on their meeting notes.

Crunched was all about personal insights and not generic statistics using AI to generate thoughtful and lighthearted reflections of each users personality, working style and achievements throughout the year.

What These Campaigns Share

The most successful 2025 wrapped features balanced three elements: data accuracy, emotional resonance, and sharing optimization. Technical execution ensures metrics are correct and personalized. Narrative framing transforms data into stories worth telling. Social mechanics make sharing effortless across platforms.

Platforms that treated wrapped as pure marketing missed the deeper opportunity. The best campaigns used wrapped to deepen user relationships by reflecting their behavior back in meaningful ways. This required year-round event tracking and thoughtful data aggregation, not last-minute dashboard exports.

The visual presentation varied widely but shared common traits. Bold typography, generous whitespace, and brand-consistent color palettes created recognizable aesthetics. Animations and transitions maintained engagement across multiple screens. Platform-specific formatting ensured shares looked native wherever they appeared.

Timing proved more flexible than expected. While most platforms clustered around December, some released earlier than others to avoid being gazumped by Spotify. Some platforms also allowed users to access their wrapped into January for further resonance.

Building Your Own Wrapped Feature

Building a wrapped feature requires infrastructure capable of tracking user behavior continuously throughout the year. You can't decide in November to build wrapped for a December launch without historical data already captured.

Trophy provides the event tracking and aggregation infrastructure wrapped features demand. The platform records user interactions as structured events, handles time zone complexities automatically, and offers a dedicated wrapped API that processes your tracked data into comprehensive user summaries.

Implementation with Trophy typically takes one to two weeks including configuring which metrics to track, setting up the wrapped API integration, and building your custom presentation layer. Trophy handles the complex data engineering while you focus on visual design and narrative structure.

Trophy's pricing model based on monthly active users means wrapped campaigns don't create unexpected cost spikes. You pay only for users actively engaging with your app, which aligns costs with the value wrapped delivers.

The presentation layer remains entirely your creative domain. Design image carousels, video summaries, or interactive web experiences matching your brand identity. Trophy provides the data; you control how it appears to users.

Wrapped's Future

The 2025 wrapped landscape showed clear evolution toward interactivity and community features. Static image carousels gave way to explorable experiences where users could dig deeper into their data. Individual summaries expanded to include friend comparisons and community milestones.

Personalization sophistication increased dramatically. AI-powered narrative generation created unique written summaries for each user rather than filling templates with numbers. This made wrapped feel less algorithmic and more personally crafted.

The format continues expanding beyond consumer social platforms. B2B SaaS companies launched wrapped for business users, professional networks highlighted career milestones, even financial institutions showcased responsible money management. Any platform tracking user behavior can adapt wrapped to their context.

As wrapped becomes expected rather than novel, differentiation will come from execution quality and brand personality. The platforms that deeply understand their users and reflect that understanding through wrapped will stand out from generic data dumps labeled as year-end reviews.

FAQ

When should we start building a wrapped feature for next year?

Start now. Wrapped requires comprehensive historical data—ideally a full calendar year, minimum six months. Even if you're targeting December 2026, begin tracking user interactions immediately. Trophy makes it easy to start capturing events right away, building the data foundation wrapped depends on.

How do we decide which metrics to include in our wrapped?

Focus on 3-5 metrics that represent meaningful engagement with your core product value. Avoid generic statistics like "total sessions" in favor of specific accomplishments that tell stories. Test different metrics with small user groups to see what resonates emotionally and drives shares. Trophy's flexible metric tracking lets you experiment with different combinations.

What if our platform launched mid-year and we don't have a full year of data?

Launch wrapped anyway with clear communication about the timeframe covered. "Your last six months" or "Since you joined" works fine. Users understand not everyone has full-year data. The key is ensuring the data you do have is accurate and presented compellingly. Future years will have complete annual coverage.

How do we make wrapped shareable without users feeling like they're advertising for us?

The content itself must provide social value—interesting insights, impressive achievements, or entertaining personality revelations. Brand elements should feel natural rather than intrusive. Spotify succeeds because users genuinely want to share their music taste, and the Spotify branding feels incidental. Focus on user value first, attribution second.

Should we force users to share their wrapped to see it?

Never gate wrapped behind sharing. This creates resentment and reduces participation. Make sharing optional and easy—one tap to generate platform-optimized content—but let users enjoy their private insights without social obligation. The users who do share will generate more authentic, effective word-of-mouth.

How long should the wrapped campaign run?

Most successful campaigns run 2-4 weeks. Long enough for word-of-mouth to build and lapsed users to hear about it, short enough to maintain urgency and exclusivity. Spotify's December timing works because it captures year-end reflection mood without competing with holiday chaos. Test what window generates maximum engagement for your audience.

What if users had very little activity and their wrapped looks empty?

Design for variable engagement levels. Create different templates for power users versus casual users. Frame any activity, even minimal usage, positively. Consider minimum thresholds—if users didn't engage enough for meaningful insights, perhaps they don't receive wrapped. This maintains quality and prevents embarrassing users with sparse data.