Jet Marketing


With The Tortured Poets Department release, Taylor Swift is on my mind and in my ears.

Swifties often say they grew up with Taylor Swift. While I wasn’t a Swiftie as a child, I can certainly relate.

In my mid-20s, I found myself nannying for a 6-year-old girl, driving her to gymnastics class. I was at a crossroads in my career after falling in love and following a guy (my now husband) to a new state. As I quickly realized my typical car playlist wasn’t suitable for young ears, memories of watching a young Taylor Swift performing live flooded back. “She’s wholesome,” I thought as I pressed play. And so began my journey with Taylor Swift.

Initially, I was a closeted fan (sorry Taylor).  I felt I was “a little too old” for high school girl music and liking Taylor Swift felt “basic,” that was the last thing I was trying to be. But Taylor’s relatable lyrics, whether about love, coming of age, or empowerment, resonated deeply with me.

With each reinvention, Taylor became a mirror reflecting different versions of myself. Throughout her career, she embodied the idea of wearing your heart on your sleeve – something I aspired to do but often kept to myself. Taylor spoke for me, finding just the right words – fearless.

Then came the Eras Tour, a turning point that solidified my fandom. Through a stroke of luck (and a good friend’s sister-in-law’s hard work) I got a ticket and I found myself immersed in an unforgettable experience. Taylor’s powerful performance and unmatched stamina were incredible, but it was the collective energy and “safety” I felt to be an unashamed Swiftie that felt magical.

How did Taylor Swift lead me down this path to becoming a loyal fan? As a marketer, I was intrigued. I delved into her most powerful marketing strategies.

Tell Your Story: Taylor Swift is a master storyteller and most successful when her music is deeply personal. In her Eras Tour opening speech, Swift said that she hoped by the end of the night her music would feel like a part of our stories. Telling our stories connects us to our audiences on a personal level.

Be Loyal to Your “Swifties”: One of Taylor Swift’s most remarkable traits is her ability to foster a sense of community with her fans, affectionately known as “Swifties.” Taylor actively engages with her fan base, amplifying their content on social media platforms. Taylor’s understanding of her audience allows her to tap into trends within the Swiftie community, inspiring them to create and share content related to her brand.

Use Critique as Fuel for Your Art: Taylor Swift can be divisive for people and she often finds herself in controversy and “feuds”. However, Taylor isn’t afraid to face feedback. Like Taylor, businesses should lean into their critiques, demonstrate that they are listening and use it to motivate growth.

Don’t Be Afraid to Reinvent Yourself: Embrace innovation while staying true to your brand’s core values. Strike a balance between familiarity and novelty to stay relevant in a changing landscape. As Taylor Swift grows older her music grows with her, but her fans still love and recognize who she is at the core.

Whether you’re a Swiftie or not, you’ve probably found yourself intrigued by Taylor. Her music has bridged generational gaps, fostering meaningful connections in a world that often feels disconnected. In the end, it’s not just about the music, or the sale – it’s about the collective experience, the shared stories, and the enduring impact of authenticity.

Lindsey Hanson, Digital Marketing Manager

Lindsey has been a nomad in the digital world since its creation in 1993, joining networks on MySpace to Instagram and present-day (incognito) appearances on TikTok. She began her career in Digital Marketing 7 years ago and has evolved into a marketing ambassador, bridging the gap between the virtual and real world.