2019 Year-End Campaigns on Social Media

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Social Media Year-End Campaigns-Part 1

Facebook's Year in Review was launched in December and is about highlighting the memories each individual shared during the year. Instagram's Top Nine year-end campaign was launched in November is about highlighting the best nine moments each individual shared on their platform.

Facebook Year in Review

Launch Date

Notable Cities

  • The 2019 Facebook Year in Review was launched globally and is being rolled out spontaneously. The year-end campaign is personalized to each individual and is about highlighting the memories each individual has shared during the year.

Media Type

  • Facebook's 2019 Year in Review is a purely mobile video campaign launched on android and iOS. It is a video collage as those in previous years where a few of the individual's posts throughout the years are highlighted. Unlike in 2018, the year-end campaign is not available on the web browsers on computers or laptops.

Advertising Channels

Creative Message

  • The video collage is normally tagged by the individual's name. For instance, if the person's first name is Jack, it is tagged "Jack's Year in Review." The individual also has the option to edit the tag if they choose to or share it as it is.
  • Some of the creatives can be accessed here

Instagram's Top Nine

Launch Date

Notable Cities

  • The 2019 Instagram's Top Nine was launched globally and has been rolled out to all individuals. The year-end campaign is personalized to each individual regardless of the city or where the individual is, so there are no notable cities specifically for this campaign.

Media Type

  • The media type is video and/or picture collage. Individuals can choose to share their top nine photos as just pictures on Instagram or turn the top nine photos into a picture or video collage which can be shared on Instagram.

Advertising Channel

  • The main advertising channel is Instagram. Instagram created a separate website for the project (topnine.co) to help make a collage out of the person's top nine images and a link is then emailed to the individual so they can easily share the top nine moments on their Instagram page.

Creative Message

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Social Media Year-End Campaigns-Part 2

Snapchat's year-end campaign was launched in December and it's about highlighting the memories each individual shared during the year.

Snapchat Year-End Campaign

Launch Date

  • Snapchat's year-end campaign was launched on December 13, 2019.
  • Snapchat's 2019’s Year-End Story features a "user’s favorite Snaps of the year into one Story. As a Snap spokesperson told me: “Snaps that Snapchatters saved to Memories from the past year have been specially categorized to highlight the things they’ve done, the places they’ve gone, and the friends they’ve seen.”

Notable Cities

  • The 2019 Snapchat's Year-End Story was launched and rolled out globally for all Snapchat users that have saved enough snaps in their Memories tab during the year. The year-end campaign is personalized to each individual and is about highlighting the memories each individual has shared during the year.
  • No particular city is highlighted except the city the individual may have highlighted or visited and made a snap of during the year.

Media Type

Advertising Channels

  • The main channel is on Snapchat as the campaign is a personalized collection of the user's most memorable snaps during the year.

Creative Message

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Social Media Year-End Campaigns-Part 3

Spotify launched its year-end campaign in December to highlight what each of its users listened to while YouTube's year-end campaign is about what its users liked the most during the year.

Spotify's Wrapped

Launch Date

  • Spotify's wrapped 2019 was launched on December 5, 2019.
  • Spotify's Wrapped is aimed at highlighting what each user listened to during the decade. It includes the most-streamed artists, songs, the numbers of artists discovered and the top artist they discovered.
  • Podcasters and artists also get to see their growth during the decade, how the artist music reached the world during the decade, the total number of episodes podcasters produced, the total number of hours the podcaster produced and the podcasters’ top two countries.

Notable Cities

  • Spotify's wrapped was launched globally and no city was highlighted specifically. However, Spotify's wrapped is personalized and the user gets to see the cities of their most-streamed artists highlighted in a world map.

Media Type

Advertising Channel

  • The major advertising channel is on the Spotify app. The company also announced the launch of the Spotify's wrapped on social media channels such as YouTube, Instagram, and Facebook.

Creative Message

YouTube's Rewind

Launch Date

  • YouTube's Rewind was launched on December 5, 2019.
  • YouTube's Rewind 2019 is about celebrating the most liked videos on the platform and showcasing what YouTube users liked the most in 2019.

Notable Cities

  • YouTube released the year-end campaign globally to all its users. While no city was highlighted, they did highlight creators in certain countries such as Brazil, Thai, South Korea, Pakistan, and the USA.

Media Type

Advertising Channel

Creative Message

  • The Youtube Rewind video was tagged "YouTube Rewind 2019: For the Record." The creative message that accompanied it reads "In 2018, we made something you didn’t like. For Rewind 2019, let’s see what you DID like. Celebrating the creators, music and moments that mattered most to you in 2019."
Sources
Sources