Disclaimer: this article is written by a verified Swiftie and may contain Easter Eggs, hidden references, and SEcret cOdes.
Here are 13 Taylor Swift-inspired marketing lessons. If you read the marketing lessons all in backward order you might unlock a secret code that you can input into Google to unlock a YouTube Short where you can count the number of cat references and figure out when Reputation (Taylor’s Version) is dropping.
Taylor Swift is not just a global pop icon; she is a marketing mastermind. What if we told you none of it was accidental? Her ability to break the Internet, engage with her audience, and define relevance in an ever-changing industry is nothing short of remarkable. We know it all too well.
1. Be Authentic
Yep, authenticity matters. Taylor Swift’s success is rooted in her genuine connection with her audience. Despite her superstar status, Taylor maintains a relatable and authentic image. This authenticity strengthens her brand and deepens her bond with her audience.
Being authentic and transparent builds trust and loyalty with customers no matter what your industry. Authenticity contributes to sustainable success. Brands that stay true to their principles are more likely to achieve long-term growth and stability, as they build a solid and loyal customer base.
2. Surprise and Delight
Swift is known for surprising her fans with unexpected releases and events. Incorporate surprises and delight elements into your marketing to keep your audience engaged and excited. You may have heard of a little thing called The Eras Tour. The most viral moments from the shows on that tour have usually been the acoustic surprise songs each night.
What is your brand’s version of the surprise songs? Maybe it’s a bonus service, like a free mini-review or safety inspection to accompany a paid service, or a fun toy or tasty bottle of hot sauce included in a product shipment. Think of what could bring a smile to your customer’s face.
3. Use Your Website for Data
Use analytics and data to track performance, measure results, and make informed decisions. A good marketing team uses this data to understand preferences and behaviors and tailor (pun intended) strategies accordingly. In Swift’s case, her fan’s purchasing patterns from her website provide useful insights.
You may not have a website where you sell merch, but you can still utilize data analytics to gain insights into customer preferences and tailor your marketing strategies accordingly. Once you have data, you can have specific, measurable goals that align with your business objectives.
4. Know Your Audience
Understand who your customers are, their needs, preferences, and behaviors. Taylor frequently interacts with fans through social media, surprise visits, and secret listening parties. These initiatives create a strong sense of community and make her fans feel valued and appreciated, fostering unwavering loyalty. Swift often releases exclusive content and merchandise to her fans.
Offer exclusive deals, content, or products to create a sense of privilege and excitement among your customers. Keep up with industry trends, technology advancements, and changes in consumer behavior.
5. …And Listen to Them
Once you understand your audience, listen to what they want. Swift is famous for embedding Easter eggs and hidden messages in her music videos, lyrics, and social media posts because she knows that her fans love the game. These puzzles turn her fans into clowns, err, detectives, creating a deeper engagement with her content as they search for clues and meanings. This strategy not only sparks conversations but also keeps her audience invested in her narrative.
Your marketing lessons to takeaway? Provide valuable and relevant content to attract and engage your audience.
6. Make It Exciting
Swift builds anticipation for her new releases with teasers and countdowns in creative ways. Before her album Midnights, she put out a series of short videos on TikTok called Midnights Mayhem with Me announcing the names of her tracklist.
What can you learn from this for your brand? Find ways to create anticipation for your product launches or events to generate excitement and buzz.
7. Let Others Amplify Your Brand
Of course, Swift effectively uses social media to share updates and teasers. And she uses social media platforms to create buzz and keep her audience informed and excited. Platforms like Instagram, Twitter, and TikTok allow her to Speak Now and connect with her fans on a personal level, sharing behind-the-scenes content with her followers. This creates a sense of intimacy and loyalty among her fanbase. More importantly, this has created a social media team that amplifies her brand. Ever heard of SwiftTok? It’s an entire community of Swiftie social media influencers who make videos, essentially boosting Taylor’s brand.
Marketing lessons here? Build a loyal fanbase and allow them to do the work with you by amplifying your brand.
8. Course Correct
Own your mistakes and fix them. Though this might cost you money in the short term, it can benefit your reputation in the long term. Swift had the most sought-after merchandise of any of Billboard’s Top 100 artists of 2023, according to a study. The Eras Tour merchandise, featuring exclusive and nostalgic items, was a massive hit. In fact, it may have become too massive of a success. Fans took to social media to note lengthy shipping delays and poor quality. When it became clear orders meant to ship by Dec. 15 wouldn’t arrive by Christmas, they reached out to select customers offering refunds and the fulfillment of their orders free of charge.
Be like Taylor and listen to customer feedback to improve products/services and customer experience.
9. Stay on Brand
Brand basics. Taylor Swift maintains a consistent brand image and message across all platforms. Who she is during her concerts is who she is on Instagram, who she is on her website, and who she is in media articles and interviews that she participates in.
Ensure your marketing materials and communications consistently reflect your brand identity. Make sure that your End Game is to develop a clear and consistent brand identity that resonates with your target audience.
10. Look for Opportunities to Expand and Partner
Consider strategic partnerships with other brands or influencers to expand your reach and attract new customers. Collaborations with other artists and brands have expanded Swift’s reach and influence. Working with artists from different genres, such as Ed Sheeran, Kendrick Lamar, and Bon Iver, allows her to tap into new fan bases and diversify her musical portfolio, keeping her sound fresh and her audience growing.
Bonus points if you can partner with Google.
11. Tap into the Vault
You probably aren’t going to go on an 18-month world tour…but what is the equivalent for your brand? Emerging from the pandemic, Taylor crafted the Eras Tour. Swift not only catered to long-time fans but also introduced new listeners to her musical journey. The extensive and immersive nature of the tour, complete with elaborate set designs and costume changes, and a culture of fandom and friendship bracelets originating from a simple song lyric, has created a cultural phenomenon.
Even though you probably are not going on a world tour there are marketing lessons to learn. Consider how your previous services could be recombined and packaged for new services. Review past blog posts for content opportunities (pro tip: combing through old emails is a surprisingly great way to curate content ideas). Or if you are a product-based company, consider a from-the-storeroom sale.
12. Tell a Story
Taylor Swift tells compelling stories through her music and videos, making her brand memorable. Incorporate storytelling into your marketing to make your brand more relatable and engaging. Her music often carries empowering messages about self-love, resilience, and independence. These themes resonate with her audience.
What themes resonate with your audience? (If you can’t answer this question reread Tip #4 on data).
13. Reinvent and Adapt (Your Version)
In a bold move, Taylor decided to re-record her early albums to gain control over her Masters. This not only highlighted her business acumen but also empowered her fans to support her in reclaiming her narrative. The release of “Taylor’s Versions” has been a significant success, resonating deeply with her audience.
If you haven’t had your Masters stolen you might be wondering how this applies to you. Adapt to change and be willing to reinvent your brand when necessary. Continuously test different strategies, campaigns, and approaches to optimize your marketing efforts.
Anyone Else Just Realize that Shift Rhymes with Swift?
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