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Marketing Triumphs of 2023: Taylor’s Version
The Super Bowl is in 2 days, and if you’re like a lot of us around here at Ardent, you’re looking forward to sitting down with a hearty plate of nachos, pumped to watch the Chiefs vs the 49ers Taylor, and hopefully some decent commercials.
Ever since it was decided last month that the Chiefs would be making it to the Super Bowl, headlines have been ceaseless with news about Kelce and Swift swirling throughout the world. The Kelce brothers joined in the fun, with Jason and Travis hilariously congratulating her efforts on a recent episode of their “New Heights” podcast.
“Also shout out to the newest members of the Chiefs Kingdom — Taylor Swift — who has officially reached the Super Bowl in her rookie year,” Jason began, prompting a laugh from the tight end.
And just when you thought you couldn’t get enough Taylor (or you were sick of her), Swift goes on to win her 4th Grammy Award.
Rooting for the Antihero: That Addictive Persona of Taylor Swift
Love her or hate her, you can’t ignore the fact that Taylor Swift is a marketing and public relations genius. And Swifties, hear us out… you are being marketed to even if you don’t think you are. Taylor has an uncanny knack for making you feel like you’re best friends even when you’re not. But hey, that good feeling makes you want to keep following because her social persona is so addictive.
Taylor Swift’s formula for seamlessly weaving together musical prowess, songwriting genius, and unparalleled marketing savvy has truly set her apart — spanning, well, eras…
As fans, we want to hear from Taylor. As haters, we want to find conspiracies to follow. But as marketers, we want to digest the secret sauce that is the Taylor Swift formula. In this blog, let’s plunge into what makes Taylor so uniquely successful as a personal brand, and see if we can uncover a few marketing Easter eggs along the way.
Fan Engagement: The Heart of Swift’s Strategy
Taylor Swift’s fan base, affectionately known as the Swifties, has become a cultural phenomenon. These aren’t just casual listeners; they are a dedicated community that transcends geographical boundaries.
Swifties form a tribe of individuals who resonate deeply with Taylor’s music, values, and personal journey.
Interestingly enough, a recent survey found that 53% of Americans would say they are Swifties, and the majority of Swifties are polled as white suburban millennial women. As Taylor evolved throughout the years, so did the Swifties, creating a symbiotic relationship that forms the foundation of Swift’s enduring success.
Her fans feel so connected to her image, that whatever brand Taylor uses has an immediate effect on sales. In the case of New Balance, sales of a simple New Balance sneaker she wore last year went up 25%.
How Friendship Bracelets Spell Out S-U-C–C-E-S-S
Still skeptical about the depth of connection among Taylor’s fanbase? Consider the humble friendship bracelet, now synonymous with the successful Eras tour. Inspired by Swift’s song “You’re on Your Own, Kid,” where the lyrics implore, “So, make the friendship bracelets, take the moment and taste it.”
As the Eras tour was unveiled, fans swiftly embraced the idea of crafting these bead bracelets adorned with lyrics, titles, or inside jokes to swap at concerts. While the initial Swiftie who introduced the idea is unknown, a global trend was born. These simple bracelets still serve as a visual testament to the heartfelt bond among her dedicated followers.
Marketing Easter Egg:
How well do you know your target personas? Have you studied what makes them tick — taken a deep dive into their psychodemographics? Knowing what your consumers fear, love, want, or need and how your product or service triggers those emotions makes your brand appealing and moves people to action. Another Swift realization: produce content your readers want to consume — quality is still relevant, even in an AI-generated age.
Social Media: Taylor’s Version
Taylor doesn’t just post; she invites her fans into a world of participation.
From hashtag challenges to fan-driven content creation, every campaign is a call to action for Swifties worldwide. By fostering a sense of involvement, Taylor turns her fan base into a dynamic and engaged community, amplifying the impact of her social media presence.
And this isn’t just a recent thing, Swift was an early adopter of social among her fanbase. Back when MySpace was a thing, Swift embraced social media early in her career, even dedicating her CMT Music Award in 2008 to “my MySpace people and everybody who voted.”
Although MySpace has faded into obscurity, the power of connecting with fans on social media persists. This is where Taylor truly shines. Want to see proof. Check out these stats following her epic Grammy win.
Ready for it?
Instagram:
After Swift’s huge Grammy win, her follower count on Instagram jumped up by almost half a million people to 280 million followers.
X (Twitter):
Her follower count on X (formerly Twitter) also surged post-Grammys. Given that X still caters primarily to a male audience, it is quite remarkable to note that, Taylor gained 70,615 new followers on X, bringing the total to an impressive 95.1 million.
Right before the big Grammy night, Swift transformed her social media landscape into a captivating canvas of black and white, sending shockwaves through her fanbase. Swifties were taken on a captivating journey, decoding Easter eggs meticulously hidden across various platforms. Speculation ran rampant, with many anticipating a re-recording of ‘Reputation’ (Taylor’s Version).
Little did they know, Swift had an even bigger revelation in store.
Swift’s 11th studio album, ‘The Tortured Poets Department,’ was announced. One cannot help but marvel at the brilliance of her marketing tactics.
Marketing Easter Egg:
Are you struggling with your brand’s social media engagement? In Taylor’s words: It’s me, hi, I’m the problem, it’s me.
If you want your brand to resonate with your audience, you have to speak to them in language they enjoy and be unapologetically and authentically you. And we’re not talking a couple of times a month. You need to be frequently spending time with your customers on social. Don’t sell them products when you post: sell them a lifestyle they can enjoy because of your brand.
The Power of Personal Branding
What sets Taylor apart from others? It’s the magic of her personal brand. Taylor Swift determined long ago how she would portray herself to the world, and even though it has evolved, she’s stayed the course. She has this incredible knack for opening up about her life, sharing the highs and lows, and that’s what really clicks with fans all around the world. It’s like she’s not just an artist; she’s your friend.
Let’s rewind to 2023 when all eyes were on the Eras tour. That’s where Taylor’s personal brand took the spotlight in her whole marketing gig. The tour wasn’t just about music; it was a promise of “a journey through the musical eras of my career (past and present!).” Even if you aren’t a Swiftie, can you imagine the excitement?
Each era on its own is a standalone brand, from the cloudy, pink hues and bright colors of ‘Lover,’ to the deep, melancholy tones of ‘Folklore’ and ‘Evermore,’ to the dark blue and deep lavender aesthetic of ‘Midnights.’ She is meticulous in creating all-encompassing themes that capture all senses to connect to her listeners.
That creative strategy paid off. Numbers don’t lie, and in Taylor’s case, they tell a compelling brand story. 2023 was the year of Taylor, racking up some impressive achievements that we would say are the result of amazing talent plus incredible branding:
- The Eras Tour alone grossed 1 billion dollars, the highest-grossing musical tour in history.
- Swift became the woman with the most No. 1 albums in Billboard history
- Time Magazine named Swift the 2023 person of the year, citing her billionaire status and her pop culture dominance.
Marketing Easter Egg:
Consider this — personal branding isn’t merely a tagline or a new logo; it’s the pulsating heartbeat of a brand. Taylor Swift’s triumph lies not just in her musical talent but in the authentic and personal connections she continually forges. For businesses aspiring to resonate with their consumers, this success story underscores that personal branding is the secret sauce for creating an enduring brand identity.
Want to Push the Power of Your Personal Brand?
Whether you’re a devoted Swiftie or just an observer, the undeniable power of Taylor’s personal brand and marketing strategies is something we can all learn from. If you’re stuck and not sure how to move your brand forward in 2024, reach out to our crew today. Beyond creating show-stopping design and content, our leadership is adept at knowing how to push the power of personal branding.
For information about our full suite of marketing services, and how we may be able to help you expand your brand, reach out to us today.
