Users drift away and forget you exist
Turn user data into a personalized story they'll want to share. Free marketing that also makes them feel understood.
When to use
You have personalized data that tells an interesting story users would share.
Hypothesis template
If we create a personalized [timeframe] recap users can share, they'll engage more AND we'll get free awareness when they post it.
Method
The problem: Users drift away. They liked your product but just... stopped. Meanwhile, you're invisible on their social feeds.
What Spotify does: Every December, personalized listening stats. Your top
artist, your total minutes, your music personality. Users obsessively share these.
Why it works:
- "Your top artist" feels personal, special
- Sharing your taste is social currency
- Non-users see Wrapped everywhere and want their own
- Years of data = switching cost ("I'd lose all my history")
How to do it:
- What data do you have that tells a personal story?
- Design something that looks good when screenshotted
- Include surprising insights (not just "you used the app 50 times")
- Make sharing one tap
- Build anticipation (tease before release)
- Time it strategically (year-end, user anniversaries)
Even simple works: A "Your year with [Product]" email with stats can
reactivate dormant users.
Success metrics
- •Recap views
- •Share rate
- •Social impressions
- •Dormant users who come back
Prerequisites
- Meaningful personal data
- Sharing infrastructure
- Design for visual impact
- Enough users
Common pitfalls
- •Boring stats nobody cares about
- •Hard to share format
- •Privacy concerns
Source: Spotify Wrapped. Billions of social impressions annually.
Suggested ICE scores
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