Spotify: Your Wrap and “Made for You” Section
Spotify has many ways to get users engaged, but most of the time, this involves getting to know their interests too well. For instance, if a user constantly listens to multiple songs on Spotify, they obtain their “made for user” section, which usually is the first part you see when you enter the app, or a “wrap” at the end of the year showcasing their own personal music story, the most-played tracks, favorite genres, and even the weird ones they binged for a week.
In 2024 alone, Spotify alone paid out a record US$10 billion to the music industry, totaling nearly $60 billion since its foundation thanks to its AI and marketing tech strategies.
https://journals.sagepub.com/doi/10.1177/20438869251395753
LinkedIn: From automation to deep personalization
LinkedIn is a bit different. Once you open your feed, you’ll see job posts, updates from people you know, and news that is actually relevant to your career. LinkedIn AI tools help in this process through their automated outreach tools, which can send hundreds of generic messages to users through notifications like the “usual inbox message” from an “important CEO” that turns out to be just an ad, but that keeps the user engaged by the “deep personalization.” In this case, a connection request is way better than receiving just an ad to keep users engaged, providing LinkedIn with higher response rates (up to 90%). LinkedIn’s ROI comes from improved lead quality and conversion rates, and not just its ability to automate and get more responses.
References:
https://www.joinvalley.co/blog/how-can-personalization-be-maintained-when-automating-linkedin-outreach
TikTok: For you Feed and its ability to learn fast about you!
TikTok is the master of the “For You” feed. As you swipe, the app learns fast: what you like, what you skip, what makes you stop and watch. Ads show up too, but they’re not random; they’re stuff you’re actually interested in. The more personalized it gets, the more time you spend, and the better the ads work for brands. With an average short-term ROI of 11.8, TikTok ranks among the most effective media channels for generating revenue and as a fun fact, 5% of advertisers achieved the highest ROI on TikTok compared to other media channels.
https://ads.tiktok.com/business/en-US/blog/tiktok-dentsu-from-storytelling-to-sales-nordics
