How is Taylor Swift a Mastermind in Marketing?
Whether you like Taylor Swift's music or songwriting we can all agree she is a genius when it comes to marketing. While she might be known for her world-famous The Era's Tour, owning $150,000,000 in Real Estate, or her 14 Grammy's, or the "Famous" Kayne incident, her ability to dominate in marketing is often overlooked.
Her marketing brilliance is rooted in her ability to develop deep connections with her audience, tactical brand strategies, utilization of social media platforms, and constantly reinventing herself.
Audience and Loyalty?
To succeed in marketing, you need to understand your audience and that is something that Taylor Swift does extremely well. Swift knows her fans, often referred to as "Swifties", and has a relationship unlike anything seen or heard of before. Before every album release, as Swift mentioned in Today's interview, she has been leaving Easter Eggs (hidden clues on what is coming next) for years now. Fans have the time of their life trying to decipher what each clue means. Nowadays when she drops a clue, that is all Swifites can talk about across all social platforms.?
Swift continues to build loyalty with her fans through "Secret Sessions" In UMUSIC's article, (inviting a few select fans to her home, baking them cookies, and have them listen to her album before it had been released), unpaid meet & greets with fans after concert shows, sending personal gifts, and always making time to capture photos with fans in the audience at awards shows, premieres, and other events.
Brand Strategy
Not only does Swift know how to target her audience, but she has an incredible brand strategy. She is captivating at storytelling. She uses her lyrics and public image to create a narrative that her fans relate to. Whether she is conveying her personal experience or making up fictional characters, her lyrics and songs have become a part of her fan's life through stickers on cars, posters in living rooms, or tattoos.?
As I continue to grow up with Taylor Swift, her music has changed with my life. Each of her eras coincides with different moments in my own life and helps me not feel alone with the struggles of growing up. - Amber Bonhomme, a fellow Swiftie since 2008.
Swift's heartfelt performances allow her to resonate with Swifites as she displays all types of emotions in live shows and music videos.?She has connected with her fans from the beginning, even when it was unusual at the time, in her country era.
Reinvention is KEY!
Marketing is all about staying relevant and reinventing oneself (or product) may require you to do so. Taylor Swift makes no expectation for relevancy as she continues to constantly rebrand and reinvent herself with each album (or "Era") that she is in. For instance, her navigating genre changes from country, pop, to indie folk or her catchy "1989" album to her edgy comeback "reputation" album in 2017. Swift will even go as far as changing hairstyles, outfits, and even nail polish color to completely match the era she is currently in, alongside her social media presence, website, and even profile picture.
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In 2023, Taylor brought all of her "eras" together on one stage to create The Era's Tour. The tour has been such a success that she has boosted the U.S. economy by over $4.6 billion, according to Yahoo!Finance. Many other countries have requested that The Era's Tour be brought to them.?
The Power of Social Media
Every digital marketer knows the importance of social media, including Taylor Swift herself. She is a powerhouse when it comes to social media as she uses all platforms to elevate her even more with millions of followers over various platforms. She maintains active on all of her platforms and engages with her audience.
In 2022, Variety's Article displays how Swift partnered with TikTok to promote her last album, "Midnights", supplying a track reveal video for every track on the album, solely on that platform. As discussed in NBC News, Swift even partnered with Google, in October 2023, to create puzzles for fans to partake in, hoping to reveal the track titles of new songs released from the “vault" (songs that were written from the time in her life that she produced each album, but were not released as a single or album. She "locked them away" and is releasing them in each "Taylor's Version" re-recordings, as explained by Today's article.) Not only did this cause Google to "glitch", but it had millions of people googling Taylor Swift, boosting her standing in search-engine trends.
Whether she is commenting back to someone on TikTok, sharing a behind-the-scenes story on Instagram, partnering with a social platform, or liking a fan's post, this level of engagement and activity establishes a special connection with her fans. Swift has always found a way to connect with her fans globally and authentically.? ?
Taylor Swift's success goes beyond her musical talents. She uses her platform to positively impact society and to make a difference in the world. Her marketing strategies act as an inspiration for aspiring artists and entrepreneurs like her.
Citations:
VP Financial Center Manager at Texas Capital Bank
6 个月There are a lot of people who will hate on Taylor Swift, and my response to that is how could you? She’s a natural businesswoman n figured out how to become a billionaire by using her wits and talent. Great article
Strategic Alliance Partner | Board Member | Global Connector | Marketing Leader | Digital Transformation | Business Development
10 个月Great article Rachel. Nice work!
San Antonian | Nonprofit leader | Sales/Marketing Expert | Dog/Cat dad
10 个月Very well written!
Admission coordinator at Study Abroad Global | Customer Support Representative -Eaton Budapest
10 个月Such a good Article; thank you for sharing your insights ????Happy new DOUBLE ALBUM day swifties ??