Taylor Swift can sell out stadiums in the matter of minutes, get over one million likes on her Instagram without even including a hashtag and has anyone from age two to 80 singing her songs. Her fans, also known as Swifties, remain loyal and dedicated as Swift has evolved from her sundresses and country songs to her 1989 era of crop tops and pop songs. Swift is a prime example of a marketing master and continues to connect with her audiences both in person and through social media. Everyone can learn a marketing lesson or two from Swift and her brand.
- Connect with your audience
Taylor has certainly mastered this. On all of her social media, she is constantly liking, favoriting and reblogging posts from her fans. Swift also frequently comments on fan’s pictures and gives them life advice, thanks them for listening to her music and hopes to meet them in person. Every time she comments on someone’s picture or post, the whole fandom goes crazy and is so happy for the person! One of the best examples to date is when Taylor would leave the Santa head emoji on some lucky fans’ Tumblr posts. A couple weeks later, the lucky fans received a large box filled with presents Taylor personally picked out and bought for them. The event was properly named Swiftmas and lead to an explosion of tweets, Facebook posts and YouTube videos.
- Always be authentic
By scrolling through Taylor’s Twitter and Instagram, you’ll see old family photos, videos of her waking up in bed with her cats, Meredith and Olivia and songs by other artists that she is listening to. Swift posts her own content Taylor has always treated her fans like friends. She also uses her social media accounts to post personal news like when her mother, Andrea Swift, was diagnosed with cancer or when she had to reschedule shows due to illness. She is always transparent and honest on social media, which isn’t always the case with brands.
- Understand each social media platform
All of Taylor’s messages are custom to each platform. She really understands the different audiences on each platform and how each platform has a different posting frequency. The official Facebook page is geared for promotion and reposts photos and videos from her other platforms. Her Twitter and Instagram are used most frequently. Her Instagram account is used the most to connect with her fans by leaving comments and liking photos. Swift is also active on Tumblr where she is known for liking posts all times of the day. Her blog is also filled with reposts and photos from her tour.
- Create your own hashtag
No matter what your brand or company is, a custom hashtag is great tool to promote brand awareness. For Taylor, she created #Taylurking right after her album, 1989 came out. She used this hashtag to find fans who posted pictures with her album, cardboard cut outs and polaroids that came with the album package. The hashtag made finding the tweets and Instagram pictures so quick and trended worldwide for several days. Everyone was posting as many pictures as possible with the slight chance of being reposted by Taylor herself. For less well-known brands, a custom hashtag can identity consumers and spread brand awareness.