How to Build a Wrapped Feature for Your App

Spotify Wrapped generates more social media buzz in early December than most marketing campaigns achieve all year. Users eagerly share their personalized year-end summaries, creating millions of organic impressions.

Now everyone from Duolingo to Strava runs their own wrapped campaigns, and for good reason: wrapped features consistently deliver the highest engagement rates of any product feature.

The wrapped concept works because it transforms boring usage data into shareable stories. Users get a compelling reason to return to your app, reflect on their progress, and broadcast their achievements to friends.

But building a wrapped feature requires more than pretty graphics; it demands robust infrastructure to track user behavior accurately over time and aggregate insights at scale.

What Makes Wrapped Features Effective

Wrapped features tap into three psychological drivers simultaneously.

• First, they provide social proof through personalized achievements worth sharing.
• Second, they create FOMO when users see friends' wrapped summaries and realize they're missing out.
• Third, they drive reflection and goal-setting by showing progress over time.

Spotify pioneered this format in 2016 with simple top artist rankings. Within years, every major consumer platform adopted variations: GitHub shows coding contributions, Grammarly highlights writing statistics, Apple Music compiles listening habits. This works across categories because the core mechanic of personalized data visualization prompting social sharing holds true in almost any consumer segment.

However, wrapped can be complex technical challenge. But given the growing investment from most major platforms, it's clear the business impact justifies the development effort.

Wrapped features generate massive spikes in daily active users as churned users return to see their summaries. They also:

• Create organic viral loops as shared content drives new user acquisition.
• Provide natural conversation starters for re-engagement campaigns.
• And generate valuable retention signals by identifying which users remain engaged enough to care about their annual summary.

Anatomy of a Wrapped Feature

It's useful to build a mental model of a wrapped feature as consisting of 4 main layers.

1. The Data Layer

The data layer is the bedrock of a wrapped feature and consists of scalable event-based user interaction tracking infrastructure capable of capturing and attributing user actions year-round.

2. The Aggregation Layer

The aggregation layer is responsible for turning the raw data from the data layer into useful, highly personalized insights that can be used be build a compelling product feature.

3. The Presentation Layer

The presentation layer can be image or video, and is responsible for taking the insights from the aggregation layer and building a delightful user experience that creates high engagement and promotes organic social sharing.

4. The Distribution Layer

Finally the distribution layer is responsible for pushing the finished feature in front of as many eyeballs as possible.

It usually consists of a combination of email and push notifications used to announce and continually engage users with the wrapped feature over the course of the release.

How To Build A Wrapped Feature

Here we'll go into more detail on the steps you should take to build your own wrapped feature for your app.

Step 1: Define Your Core Metrics

Building wrapped starts with identifying which user behaviors actually matter. Don't track everything or your aggregation step will be near-impossible–just focus on 3-5 metrics that represent meaningful engagement with your core product value.

For a language learning app like Duolingo, this might be lessons completed, vocabulary words learned, and flashcards reviewed. For a fitness app, workouts logged, personal records set, and training consistency. For a reading app, books finished, pages read, and genres explored.

The metrics should tell a compelling story about how users spent their time in your app. Generic numbers like "total sessions" rarely resonate. Specific accomplishments like "climbed the equivalent of Mount Everest" ground statistics in users' minds.

A few key points:

• Consider both cumulative metrics (total distance run) and achievement-based milestones (fastest mile time).
• Mix quantitative data (200 workouts) with qualitative insights (most active on Tuesday mornings).
• Include social comparisons where relevant (top 5% of readers) but avoid making users feel inadequate.

Step 2: Build Event Tracking Infrastructure

Wrapped features demand comprehensive historical data. You can't decide in November to build wrapped for December if you haven't been tracking user interactions all year. Every relevant user action needs to be captured as a structured event with proper timestamps and metadata.

Trophy provides the event tracking infrastructure that wrapped features require. When users interact with your app, Trophy records these interactions as events against your configured metrics, automatically handling the data persistence, aggregation, and time zone management that wrapped features depend on.

The event structure matters significantly. Each event should capture not just what happened, but relevant context. A workout event needs duration, type, and intensity. A reading event needs book title, page count, and session duration. This contextual data enables the sophisticated insights that make wrapped summaries compelling.

Time zones also add significant complexity as a user in Tokyo and a user in New York have different calendar years. Trophy automatically handles this by tracking user time zones and ensuring tracked events align with each user's local calendar, so December 31st means the same thing regardless of location.

Step 3: Create the Aggregation Layer

Raw event data needs intelligent aggregation to generate wrapped insights. This layer computes statistics, identifies patterns, and surfaces interesting findings from millions of individual events.

The aggregation logic runs in two phases. First, it calculates basic statistics: totals, averages, maximums. How many lessons did this user complete? What was their longest streak? When were they most active?

Second, it generates comparative insights. How does this user rank among all users? What percentile are they in for each metric? Which behaviors make them unique? These comparisons create the social proof that drives sharing.

Trophy's wrapped API handles this aggregation automatically. It processes your tracked events to generate comprehensive wrapped data for each user, including rankings, comparisons, and trend analysis. You define which metrics matter, and Trophy computes the statistics.

However the real challenge lies in performance at scale. Computing wrapped data for millions of users requires careful optimization. Precomputation helps, where calculate aggregate statistics once rather than on-demand for each user saves load at release. Similarly caching prevents redundant calculations and incremental updates avoid reprocessing unchanged data.

Step 4: Design the Presentation Layer

The visual presentation transforms data into shareable content. This is where wrapped features differentiate themselves—same underlying data, completely different execution.

Spotify uses animated slides with bold typography and gradients. Duolingo shows a progression of achievements with character illustrations. Strava displays maps of where users exercised. The format should reflect your brand identity while optimizing for social sharing.

Consider both static images and dynamic formats with images working universally across all social platforms but lacking in interactivity and videos allowing for more complex storytelling but encounter performance constraints. Interactive web experiences enable exploration but don't share as cleanly on mobile-first platforms.

Trophy currently focuses on the infrastructure and data layer rather than the presentation UI. Customers build their own visual experiences as images, videos, or interactive web pages using the data Trophy's wrapped API provides. This approach allows complete design flexibility while Trophy handles the complex data tracking and aggregation.

Step 5: Build Delivery Architecture

Getting wrapped summaries to users requires thoughtful distribution including notifying users when their summary is ready, providing easy access within your app, and optimizing opportunities for social sharing.

Most platforms send push notifications or emails when wrapped becomes available, creating urgency and FOMO. The notification should tease interesting findings ("Your 2025 was incredible—see why") rather than generic announcements.

Within your app, wrapped should be prominently featured but not mandatory. Some users will dive in immediately, others prefer to explore at their own pace. A dashboard entry point works well, as does a temporary banner during the wrapped campaign period.

Social sharing mechanics can turn a 'nice to have' wrapped feature into a viral growth hack. Make it trivially easy to share to Instagram Stories, Twitter, LinkedIn, and other relevant platforms from directly within your app. Consider using pre-populated share text with compelling hooks and ensure shared images include your branding to drive attribution.

Consider timing carefully. Spotify runs wrapped in early December, catching the year-end reflection mood without competing with holiday chaos while other platforms spread throughout the year with GitHub doing November. Each year test what timing generates maximum engagement for your audience.

Building A Wrapped Feature With Trophy

Trophy provides the foundational infrastructure wrapped features require: scalable event tracking, automatic data aggregation, time zone handling, and a dedicated wrapped API. This lets you focus on the creative aspects like visual design, narrative structure, social optimization while Trophy handles the complex data engineering.

Trophy's wrapped API improves each year to support more use cases and provide richer insights. While we don't currently provide presentation layer UI components, our roadmap includes expanding wrapped capabilities based on customer feedback and emerging wrapped trends.

Implementation with Trophy typically takes one to two weeks including setting up event tracking for your key metrics, integrating the wrapped API, and building your custom presentation layer. This timeline assumes you start tracking events well before your wrapped launch date, as historical data is essential.

It is possible to import historical data into Trophy to support teams that might not have been using Trophy for a full calendar year to still be able to deliver a compelling wrapped experience.

Trophy's pricing is based on monthly active users, so wrapped campaigns don't create unexpected cost spikes. You pay only for users actively engaging with your app over the course of your calendar year, and don't pay for churned users who don't access your wrapped feature.

Common Implementation Challenges

Here are some common challenges that product teams face when building wrapped features:

• Historical data gaps that prevent comprehensive summaries.
• Data quality issues that create embarrassing errors in personalized summaries.
• Performance problems causing timeouts when millions of users access wrapped simultaneously.
• Comparative rankings needing thoughtful framing to avoid making users feel bad about their progress.
• New users with minimal data need different treatment than power users.
• Deleted accounts shouldn't appear in comparisons.
• Users who changed behavior dramatically (stopped using your app, then returned) need context in their summaries.

Using a gamification platform like Trophy year-round takes away the complex data engineering challenges and helps teams stays focused on creatives and deliver wrapped features in less time.

FAQ

How far in advance should we start tracking data for wrapped?

Wrapped requires comprehensive historical data, ideally a full calendar year, minimum six months. You can't retroactively create data you didn't track. Trophy makes it easy to start tracking events right away, so even if you're planning wrapped for next December, begin implementation now.

What if users haven't used our app much and their wrapped looks empty?

It's important to design for variable engagement levels, and Trophy's wrapped API provides data to support this. Create different views for power users versus casual users. Highlight any activity, even minimal usage, as positive. Frame low engagement optimistically ("Room to grow in 2025!") rather than negatively.

Lastly, consider minimum thresholds, if users didn't engage enough for meaningful insights, or signed up just before launch, perhaps they don't need wrapped.

How do we handle users who joined partway through the year?

Adjust timeframes based on account age. A user who joined in August gets a five-month summary, not a full year. Clearly communicate the date range covered. Consider celebrating their join date as part of their wrapped story, for example "You've been with us for 147 days!"

Should wrapped be limited to annual summaries or can we do quarterly or monthly versions?

Annual wrapped works universally because it's rare enough to feel special. Monthly wrapped can work for high-frequency apps (daily fitness tracking) but risks fatigue. Almost all apps should stick to annual if in doubt.

However, monthly progress reports or usage summaries can be a great way to keep users in touch with their progress year-round.

What's the minimum viable wrapped feature we can launch?

Start with three core metrics and simple visual presentation. Focus on getting the infrastructure right with accurate data tracking, reliable aggregation, smooth delivery. You can always enhance visuals in future years, but poor data quality or technical issues during launch create lasting negative impressions.

Or use Trophy to skip the infrastructure complexity, so you can focus on narrative and design.

How do we encourage users to share their wrapped summaries?

Make sharing frictionless i.e. one tap should generate a shareable image optimized for each platform. Include intriguing insights that prompt conversation ("Top 1% of readers"). Add your branding subtly so shares drive attribution without feeling like ads.