What’s New in Social Media

• Spotify Wrapped Season Has Officially Landed
  Wrapped has taken over the feed again, packed with bold colours, personal stats and highly shareable slides. It’s already driving huge engagement across every platform.

• Instagram Rolls Out New Story Sticker Styles
  You can now match more of the Wrapped-style look in Stories with new text and highlight styles that feel brighter and more playful.

• TikTok Tests “Year-in-Review” Templates
  A small group of users can now drop their own clips into auto-generated year summary formats. A quick way to jump on seasonal trends without heavy editing.

👋 Hey there,

Wrapped season is officially here, and the internet is already in full “look at my stats” mode. Every year, this moment becomes a cultural takeover, and smart brands use it to join the conversation in a way that feels natural and fun.

This week I’ve been looking at how brands use Wrapped season in their own marketing. And the pattern is always the same. The brands that win don’t try to copy Spotify. They borrow the parts that make Wrapped so addictive and make it fit their world.

How brands are using Wrapped right now

They tap into behaviour. Instead of real data, they create playful summaries based on how their audience interacts with them.
They mimic the visual language. Bright colours, bold text and clean stats make the content instantly recognisable.
They lean into identity. Wrapped allows people to “show who they are,” and brands use this to spark self-expression.
They encourage participation. Polls, fill-in-templates and “share yours” moments drive organic reach.
They recap their year. Quick highlight reels, top products or brand milestones feel timely and easy to share.

Post Ideas to Try This Week

• Create a “Your Year With Us” carousel with simple, fun stats based on audience behaviour.

• Design a Wrapped-style template your followers can screenshot and fill in.

• Share your brand’s best moments this year and ask followers to drop theirs in the comments.

• Turn your top-performing posts into a bright, Wrapped-inspired Reel.

• Make a Story series with playful stats like “Most Saved Post” or “Most Asked Question.”

A Brand That Does It Well

Planoly always shows up for Wrapped season in the best way. Their content feels fun, familiar and instantly shareable without trying too hard. If you look at their “Creator Wrapped” posts, you can see how well they understand the moment. They take the Wrapped style everyone recognises and turn it into something that speaks directly to creators.

Why I think it works:
Planoly knows their audience wants to feel seen at the end of the year. Their Wrapped-style posts reflect the highs, the struggles and the funny parts of creating content, which makes people want to share it. It is easy to read, easy to repost and easy to connect with. That is the sweet spot for any brand tapping into Wrapped season.

Final Thoughts 📝

Wrapped season is a reminder that people love content that feels personal and fun. You don’t need Spotify’s data to join the moment. You just need a simple angle that reflects your audience’s habits and a visual style they instantly recognise.

This week, try leaning into the trend while it’s still fresh in the feed. Even one Wrapped-inspired post can bring your audience into the conversation.

Additional Resources 🪄

If you’re in the mood to learn a little more this week, here are two really good reads that pair well with Wrapped-season planning.

How to Increase Social Media Engagement: A Guide for Agencies
A simple breakdown of what actually makes people interact with your content. Great if you want to boost comments, saves and real conversations without doing extra work.

How to Create a Successful Social Media Marketing Campaign
A quick, clear guide that walks you through building campaigns that don’t feel messy or confusing. Perfect if you’re planning your 2026 strategy or refreshing your current approach.

Take what you need, save the rest for later.