How does she do it? — That’s it. That’s the question.
Taylor Swift is the moment—and has been so for the past year and more. Since launching her globally successful tour, The Eras Tour, the pop star has delivered one marketing genius move after another. The latest in her arsenal is the launch of the much-awaited “The Tortured Poets Department” (TTPD) album, which—surprise, surprise—turned out to be a double album! Within just 12 hours, the album broke Spotify’s record to become the most streamed album in a single day.
So, what makes Swift so good at marketing, and what went behind the TTPD launch? Read on.
How is Taylor Swift so good at marketing?
Image from Brandwatch
Whether you’re a fan, a skeptic or neutral about her, it’s hard to deny Taylor Swift’s marketing genius. After kicking off her tour, her online mentions in 2024 have soared to over seven million from less than one million around 2021 (See image).
Of course, when it comes to marketing, she is not a solo act; she has a team that is making it all happen. But as the face of the brand, she holds up her end of the bargain. How does she do it so well?
For one, Swift loves social listening. Since the early days of her career, she has actively engaged with her fan base, starting on platforms like Tumblr and later expanding to Twitter and TikTok. Rather than simply observing, she actively listens to her community. Whether it’s supporting a fan’s educational journey or responding to trends such as the viral success of “Wildest Dreams (Taylor’s Version)” on TikTok, Swift maintains a responsive and genuine relationship with her fans.
The Taylor Swift effect
The influence of the Taylor Swift brand is undeniable. A prime example is her attendance at the Super Bowl to support her boyfriend, Travis Kelce, a player for the Kansas City Chiefs. Despite the Super Bowl’s global status as a premier sporting event, it was Swift’s presence that compelled many to tune in.
For instance, in Australia, the game was watched by 2.7 million Australians across Seven Network and its streaming service, 7plus—a 43% increase from the previous year. It also contributed to the event becoming the most-watched in U.S. TV history, with over 123 million viewers. Clearly, Swift’s powerful draw extends beyond her music.
What brands can learn from Swift when launching a new product?
- The build-up is as essential as the result
Swift’s clever use of Easter eggs is a great example. She is known for dropping little hints and clues before a big announcement like her TTPD album launch.
This tactic leverages a concept from behavioral economics called the “curiosity gap”—the gap between what we know and want to know. People are more likely to remember and pay attention to things that aren’t fully explained. So, when a bit of mystery is involved, it keeps them interested and wanting to learn more, which can keep their attention for extended periods.
By sprinkling just enough info to pique interest, Swift keeps us hooked and wanting more. It’s a smart move that keeps people talking and engaged with her brand or product for longer.
- Leverage the offline world
Image from CBS News
Even in a digital age, Swift recognizes the value of offline engagement. In the lead-up to the TTPD launch, Swift placed QR code murals in various locations like Chicago, Brazil and Australia, each containing different letters or clues.
Adding to this, an art installation in Los Angeles, in collaboration with Spotify, featured a library card catalog with 72 slots. Fans were encouraged to interact with the display, hunting for clues related to lyrics and song titles from the upcoming album.
When introducing a new product—even if the launch is exclusively online—it’s insufficient to only engage your social media followers; you should complement your digital campaigns with a physical presence and real-world interactions.
- Understand the zeitgeist and trends
If you look closely, you’ll notice that Swift’s appeal stretches across generations—from millennials to Gen Z and beyond—for she has built a brand that stands the test of time.
One key to Taylor Swift’s ongoing success is her ability to grow and adapt as an artist. Over the course of her career, she shifted from country to pop music, showcasing her versatility and openness to trying new things. This evolution has allowed her to connect with a broader audience and demonstrated her knack for staying relevant in a constantly changing music industry. Swift’s willingness to embrace change and reinvent herself has kept her music fresh and captivating.
Brands, too, must display such adaptability. No matter your new product, your marketing messaging must resonate with the current cultural climate.
- Use the momentum
Swift has not had a dull moment since she started the Eras tour—even her trip to a zoo in Australia captured news headlines. What’s more, she is becoming a masterclass in productivity (As she sang in her song “I Can Do It With a Broken Heart”, “I cry a lot, but I am so productive, it’s an art”). While performing worldwide, she launched a music video, re-recorded her album “Speak Now”, released several new songs and dropped a new (double) album, TTPD.
Swift proves that maintaining momentum can amplify the impact of new launches. If your brand is enjoying a wave of public interest, capitalize on this energy. When the tides are in your favor, and enough people are talking about your brand, use the momentum and the buzz rather than waiting for one campaign to wind down before starting another.
- Deliver intimate experiences
Why did so many people eagerly await her new album and the re-recordings? What made The Eras Tour such a huge success? It’s because Swift made her fans feel like they were an integral part of the experience—as if it were created just for them.
After the album launch, Swift shared a heartwarming YouTube Shorts video of her and Travis Kelce enjoying her new song “Fortnight” at home, strengthening her connection with her audience and making them feel like insiders in her world.
During the Grammy Awards, Swift made history by winning the “Best Album” award for the fourth time. But, in true “mastermind” fashion, she had already taken charge of the narrative by surprising fans with the announcement of her 11th studio album—the TTRD—while accepting an earlier award.
To sum up, Swift has managed to balance the line between friend and pop star. She is as aspirational as she is reachable, building her brand one step at a time. Your brand, too, needs to invest in playing the long game. At the same time, if you are gearing up to launch a new product, leave no stone unturned and think big. While conventional methods (such as an Instagram announcement) are great, unconventional ones, like sending your audience on somewhat of a wild goose chase for QR codes, are likely to capture more attention and make your audience feel like a part of something special.
Also read:
- The Economics of a Concert: From Taylor Swift to Beyonce
- 5 Lessons from Barbie’s Marketing Strategies
- Top 5 Social Media Marketing Trends Brands and Marketers Should Try in 2024
Header Image from Taylor Swift’s Instagram
