Mobilizing Gen Z Swifties

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01 | The Lead

Swifties have taken over summer. How can you leverage this massive fandom?

?? Swift Thinking

• Taylor Swift’s fandom has created a dedicated subculture that thrives on their emotional investment—especially online
• Swifties believe in collective action and charity, something brands can incorporate into their own experiences
• Authenticity is what wins over this subculture and helps it maintain its credibility

In the ever-evolving landscape of brand marketing, understanding and tapping into subcultures can be a game-changing strategy. One such subculture that has caught the attention of marketers this summer (and the entire world for that matter) is the “Swifties,” the fervent fanbase of global music sensation Taylor Swift. What sets Swifties apart from other music-based fandoms is that they don’t just listen to her music; they form a powerful community with a unique set of behaviors that in turn can greatly impact brands. As the Wall Street Journal puts it, “It’s Taylor Swift’s economy, we’re just living in it.” Over the summer, bars, restaurants, hotels, and small businesses alike all benefited from Swift’s Eras Tour with themed food and beverages, merch, and social media content. So, in this edition of YPulse’s Subculture Series, we’re diving into the world of Swifties, exploring why they are so impactful and how brands can effectively engage with them.?

?? Swifties thrive on their emotional investment?

Swifties emerged as Taylor Swift’s career skyrocketed and like we said, these fans don’t merely consume her music; they identify with her journey, discography, and personal growth. This emotional connection forms the foundation of their fandom—and ultimately influences their purchasing decisions. When her Eras Tour was first announced, fans were quick to snatch tickets, causing Ticket Master to basically implode, but that wasn’t all. Swifties swiftly began formulating their Eras Tour outfits, compiling wardrobes and themed costumes that they documented online. In fact, the hashtag #ErasTourOutfit has garnered nearly 600M views on TikTok with users sharing their outfit reveals, get ready with me style content, as well as videos like “help me choose my Eras Tour outfit.” Clearly Swifties thrive in online communities, actively engaging in social media discussions, forums, and fan websites. So for brands, they can capitalize on this by participating in these spaces sharing content that resonates with Swifties’ interests.

This subculture of fans are extremely emotionally invested in Taylor Swift’s narrative, leading to passionate responses when she faces criticism or triumphs. Brands can take note of her influential social media presence by evoking genuine emotions that can similarly connect with Swifties on a profound level. With Taylor Swift herself being active on social media, Swifties follow her closely.?This is something brands can also leverage?by crafting campaigns that align with her values or partnering with her for authentic endorsements. For example, the Capital One presale opportunity for tickets provided a major advantage to fans and those who weren’t?cardholders either quickly signed up or looked to a friend with Captial One credit for early access.

?? Swifties believe in collective action and charity?

Swifties are known for their collective action, be it supporting their idol’s work or championing social causes. Thus, brands that align with these values and contribute positively to society are likely to win Swifties’ admiration. Just about everyone and their mother wanted to be a part of the tour somehow and for those who weren’t able to attend a concert, some fans helped out by selling tickets and donating the money to charity. And over in the U.K., those looking to attend her European tour leg are being encouraged to buy tickets through Ticketmaster using a the easyfundraising platform so that charities and good causes can benefit from the purchase?without there being any extra cost to the buyer.?

?? Swifties are building the culture from their creativity?

Her loyal followers are also prolific creators of fan art, edits, and covers, and her songs have been featured in some of the top trending TikTok audios in the past several years—especially so during the height of her tour this summer. It’s the brands who encourage user-generated content and incorporate it into their marketing that will be able to tap into Swifties’ creative spirit.

These fans took it upon themselves to create their own traditions during the tour this summer, like passing on a jacket worn by Dave Portnoy from Barstool as well as creating and trading the notorious “friendship” bracelets where fans would gift them to one another and even leave them in various hidden places for others to find. Plus, Taylor Swift herself often rewards her fans with exclusive content and experiences. Brands can learn from this by offering limited-edition products (which YPulse data shows Gen Z and Millennials love), behind-the-scenes access, or unique brand experiences to foster a sense of loyalty. We recently told you how young consumers are looking to be included in more brand experiences. They want their favorite brands to make them feel special and not just give all the attention and perks to influencers and online celebrities. ?

?? Authenticity is a major winning factor for Swifties ?

Swifties appreciate Taylor Swift’s authenticity and her ability to evolve—hence the virality of the Eras Tour which is literally a celebration of all the various stages of her career. YPulse is always advocating for the fact that brands who demonstrate authenticity and embrace diversity can establish strong connections with this discerning fanbase. So, while engaging with Swifties, brands must avoid tokenism and pandering—authenticity is crucial to maintaining credibility within this community.

The Swifties subculture offers a wealth of opportunities for brands willing to understand and respect its dynamics. By embracing the emotional investment, social media presence, collective action, and creative spirit of Swifties, brands can establish a strong connection with this passionate subculture. Remember, it’s not just about leveraging Taylor Swift’s popularity, but about genuinely resonating with the values and interests of this impactful subculture.?

02 | ICYMI

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03 | Respondent Talk

“Discord [holds the most attention-grabbing content for me because] it's the one my friends use the most.”

Gen Z Female, 15 | YPulse's Attention Economy Trend Report

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