Business
How Taylor Swift Builds Loyalty and Hype (and What Brands Can Learn)
In this episode of Marketing Happy Hour, hosts Cassie and Allie explore how Taylor Swift masterfully builds loyalty and hype through storytelling and audience engagement. They discuss key marketing le...
How Taylor Swift Builds Loyalty and Hype (and What Brands Can Learn)
Business •
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Interactive Transcript
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People are attracted to stories.
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They want to know her story.
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They want to feel like they're a part of a story
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that she's telling and she does a really good job
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at inviting the audience in to be a part of that.
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Welcome to Marketing Happy Hour.
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I'm Cassie, consultant, podcaster, and your host.
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Every Thursday, you'll hear episodes packed with insights
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from brand leaders on an array of topics
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from crafting effective marketing strategies
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and hitting career goals
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to building leadership skills
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and launching your own business.
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Inspired by those unfiltered, happy hour combos with peers,
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this show is all about practical and powering chats
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to support your professional journey.
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So grab your favorite drink and let's get to the episode.
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Hey, Allie, welcome back to the show.
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I should just stop welcoming you at this point
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because you're all here.
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But what's up, how's it going?
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Welcome.
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It's going well.
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It's been a busy season, I feel like, for both of us.
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But things are really exciting.
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And I am super, super grateful for that.
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Yeah, no, seriously, I'm literally in Philadelphia
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right now at a conference.
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So absolutely has been crazy, but excited to chat about this.
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I mean, we're going to talk about Taylor Swift,
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which is really funny because I feel like both of us
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are kind of moderate fans.
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But I think there's so much from a business
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and marketing sense that we can learn from Taylor Swift.
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And so we're going to kind of dive into that.
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This is a very timely episode.
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We are releasing this the day before the life
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of a showgirl releases October 3rd, 2025.
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And there's been even things that have come up
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through that release as well that will dive into.
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So I'm very curious like what everyone else thinks of this.
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I feel like I personally like think in business.
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Like I'll go to do something non-business related
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and I'm like, how does this work?
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And what can I take away from this?
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And maybe that's not a good thing all the time.
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I feel like that's like a marketing.
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I have the same thing.
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I feel like I will see an activation
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that someone is doing whether it's like one of our favorite
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like Disney small shops or like someone that popped up
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at a different event.
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And like I'm thinking in terms of like business
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and marketing and how they're showing up.
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And so what I think sparked this episode for both of us
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is the way that Taylor Swift went about talking specifically
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about life of a showgirl but just how she kind of re-emerged
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and is entering this new quote unquote era.
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And so I'm super excited to chat about it
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because I agree.
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I think there's a lot we can learn from her,
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particularly around personal branding, using podcasting
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and so very excited to dive in.
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Yeah.
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Well, first what's been in your glass lately?
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Or do you have anything fun right now?
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We're recording this by the way.
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Early in the morning.
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Early for me.
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I think it's coffee time right now.
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Yeah.
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Right.
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We love if you're on video.
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I love Mind Nespresso Machine
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and I have converted Cassie as well to an espresso lover.
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And so I have one of the blue bottle New Orleans Nespresso pods
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with some vanilla protein from owned
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because that is the best way for me to get some protein
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in first thing in the day.
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So I put it directly in my coffee.
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Coffee lovers will hate that because it dilutes
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any like cream, creamer or anything else.
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But for me, it's a nice way to get some protein in.
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How about you?
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Hey, you know what?
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No, I just have water right now,
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but I was just going to say I was at Starbucks yesterday,
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which I'm going to hit up after this recording
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because I need some caffeine.
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But they have protein colfo now.
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Like they, I think they just released it like this week.
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I'm running.
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And I thought of you and I meant to send it to you.
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But yeah, I think that's going to be more of a thing.
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Like how can we make coffee like almost not a meal,
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but like kind of a meal, you know, in a way,
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like some more nutrient and it's really helpful.
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And I just like the own that I drink is like 32 grams
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of protein, like first thing in the morning,
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which is like, yeah, that's good.
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And so I love that we are trending that way.
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That is, that is super exciting.
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Yes, absolutely.
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Well, let's let's dive into this conversation.
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It's so funny, like speaking of thinking
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in like business and marketing sense.
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2023, I guess is when I went to the Aristotle,
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which is, that's wild.
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That's terrifying.
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Anyways, I digress, but it's so funny.
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Like I found myself even going to the Aristotle
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and like thinking in this way.
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So I remember right after I think I went to the show,
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I recorded two videos on like business
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and marketing lessons from Taylor.
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And that's part of kind of, I think,
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what sparked this episode.
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But just kind of want to recap.
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Obviously that was like such a huge time in culture.
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It was everywhere.
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I mean, for however long she toured what like a year and a half
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plus, I think it was almost two years.
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Followed by the way that she promoted the tour,
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the way that she, you know, sprinkled different things
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within the tour.
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It was absolutely crazy.
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So just a couple of things I want to recap here.
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And then Ali, I'd love to get your thoughts on this.
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But I think number one is audience storytelling.
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I mean, if you know anything about Taylor Swift,
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you know that she is a master storyteller.
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It's not only with her music, but it's in a live setting
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in the way that she curates this experience.
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That tells a story across the board, across three hours.
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And that is something that she is absolutely fantastic.
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And I think part of the reason why she is so captivating
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is because of that.
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Like people are attracted to stories.
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They want to know her story.
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They want to feel like they're a part of a story
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that she's telling.
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And she does a really good job at inviting the audience in
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to be a part of that.
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And creating music that's super relatable,
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that people can feel like they connect with.
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You know, so that's kind of my first point there.
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That's almost an obvious one,
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but it's just something to remember as a brand.
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How can you tell really captivating stories?
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And then how can you invite the audience in
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in a very relatable, humanistic way?
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I think one thing too that comes to mind.
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And as you mentioned at the top of that,
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but so like I would consider myself
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like more of a moderate fan.
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However, I did, the last time I saw her
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was actually on the red tour.
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And I would say that she had the same audience story
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telling then, then she does now.
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Like a lot of the same things in the same threads
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are connected through her performances.
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And I was again, red is my favorite
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while we're talking about favorite albums.
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And so for me to be able to see that and connect
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to the different songs and the different ways
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that she is telling the story through her lyrics on site
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and particularly through her live shows is incredible.
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And that is not new for her.
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Like she has been doing that.
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And I think is leading the way for a lot of artists
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to emulate that kind of style
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because it is an incredible way to connect with the audience.
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And I think that's kind of our next point too.
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Yeah, yeah, it's that consistency too, I think.
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Even though you're reinventing yourself essentially,
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like how can you still have that through line
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of consistency and theme or the way
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that you're showing up or whatever.
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But yeah, driving connection with audience,
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I think it's a big one.
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Like the thing, you know, actually at this conference
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that I'm at, digital summit, one of the speakers
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was talking about how she allows the audience
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to be kind of the hero or the main character of the story.
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Like she's always talking directly to the audience.
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It's you, it's you, it's whatever.
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Like when she posted her engagement, it was your,
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I'm gonna butcher this, your gym teacher
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and whatever she called herself are getting married.
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Yeah, and it's like that, that is so genius.
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Like it's so simple, but it's allowing the person
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to feel like they have like a state in the situation
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or they're kind of a part of that.
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And again, I think that is so huge
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for just building this fandom in this community.
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So again, I think this just goes back to again,
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in a marketing sense, how can you connect
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with your audience one to one?
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Like it's a one to one relationship with each consumer,
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making them feel like they are kind of a part of that story
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and just building connection over time.
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And there's a number of different ways to do that,
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but always thinking about how can we bring our community
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and our people together?
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Yeah, I'm thinking back to the day she got engaged.
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Not only was like I had 1300 group chat messages,
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I will say a lot of the things that I saw on social media
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that were interesting.
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And again, just taking a giant step back
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as just sort of a moderate fan,
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but someone who's like values pop culture
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and is excited for her in general,
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a lot of stories that I saw on Instagram, particularly said,
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like I'm so happy for my close personal friend Taylor Swift.
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And like people like genuinely do that.
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Like they genuinely feel like she is speaking directly to them
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on one-on-one, and that is something
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that is so unprecedented as it relates to like
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from a personal brand perspective,
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that she has done such a great job
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starting from the beginning of her career till now,
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where she has had all of these albums and all of these releases
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and all of these secret sessions.
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And it's incredible that people feel so deeply connected
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and called to her.
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And she continues to raise the bar, I think,
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for marketers and other artists as well.
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Yes, absolutely.
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The next thing, I'm gonna kind of combine the next two points here,
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but Easter eggs and just teasing content live
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to build mystery and intrigue through emerging media types.
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So she does a fantastic job at this,
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whether it is the door, for example, at the end of the tour.
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I feel like everyone kind of saw that, especially once.
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This album was announced and everything.
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And she is so masterful at just sprinkling little nuggets
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and things to kind of pick up on that come to life later.
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And people are drawn to that.
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Like they want this sense of mystery.
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They want to try to figure out what is going on
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and what she's telling.
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And she knows that and she does a really good job
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at like infusing that.
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And as she said in the podcast episode on the new heights,
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which we'll get to in a minute, she was like,
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you know, it's not as much as you all think.
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However, it is there.
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So, you know, the audience has taken it kind of
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to an extreme level in a way,
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but it's so cool to see that she, it's almost fan service.
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Like she knows exactly what the fans want.
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She is giving them what they want.
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You know, there's so many different things
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that are that she's done or even like announcing
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new albums live during the show.
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I think she announced, was it 1989 Taylor's version
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or one of the, no, speak now Taylor's version?
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She announced at the air tour.
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So again, she's using this live audience,
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this like intimate setting, quote-unquote,
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to share something with the fans.
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That is just for them as well.
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So again, I think just being creative with the way
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that you are teasing things, building mystery,
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building intrigue, especially around like product launches.
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I think is a really good thing to take away from this.
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And you can get super creative with this.
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Like I think she has made it very proven
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that you do not have to play safe with this stuff,
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but just get creative and see how the audience
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and fans react.
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For sure.
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And I think, again, Taylor's just a unique example, right?
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Because she has a lot of budget and things
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like that at her disposal.
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But I think if we're relating this to smaller
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to midsize to large brands, there are other things
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that you can do that are more like quote unquote, stumpy
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to get your brand out there and start to tease
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different things.
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Maybe it's placing a couple of balloons around a city
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that have a specific campaign slogan on them
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or messaging on them that you want the public to find
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and start to talk about on social.
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I think there are ways you can do that with stencils
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on the sidewalk.
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Like we've seen that quite a bit, I think, particularly
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in New York, is getting sidewalk stencils or stickers
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or things like that that start to tease that campaign messaging
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that kind of create that mystery, that intrigue, that buzz.
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And that is what ultimately carries her through Taylor,
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specifically through these launches, right?
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Because you get this sort of social reaction
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in the interim from that audience talking about
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speak now Taylor's version.
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And that's how it's launched.
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So it's completely launched through the audience feedback,
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which I think is just an incredible way to do anything
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is that the audience is like driving that excitement
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and that buzz from that live moment specifically.
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And I think thinking about the sort of emerging media types,
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like how can you as a brand get creative
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with how you're teasing an upcoming product launch
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or say you have a celebrity partner,
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like what are the ways that you can think about
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leveraging that celebrity partner
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or something that's hyper specific to that celebrity partner
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to gain excitement and gain traction
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from their already loyal fan base.
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So there are a couple of things there that are layered in,
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but I do think thinking outside the box
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when it comes to these, and I use emerging media,
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I think kind of loosely because like some of it may not
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be considered traditional media,
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but I do think there are ways to really get creative
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with that.
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And it's exciting to see different kinds of media types
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step into the mix.
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I think I recently saw that New York Caps are doing holograms
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on top of their, on top of the Caps
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instead of the actual taxi toppers.
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You can actually put a physical hologram on.
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That is incredible, right?
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That's a new media type that we haven't had in the past.
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And I think doing your research and kind of seeing
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what's out there as a marketer is always really important
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to see how you can tap into that.
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Yeah, I also want to point out too,
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even just using live medium is a really cool tool,
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like Severance.
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When Severance, the new season came out,
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they did that pop up in Grand Central Station
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and that was absolutely genius.
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Like Apple hadn't done a ton of crazy promotion
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and advertising in the past.
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And the one time they really did it,
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they went out with a bang and they used the actors
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and they used this kind of like very simple setting
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in a way to create this intrigue and it went viral.
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And it was so well done.
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And so I think you can kind of go outside the box,
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Matthew McConaughey, for example,
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is doing these like live readings of his new book
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and he's sitting, I don't know if you've seen this.
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He's like sitting behind, I'll send you a video
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but he's like sitting behind a glass wall
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and he's reading poems from his new book
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in like random cities.
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Yeah.
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That's crazy.
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So like again, that is an extreme example
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because it's like hiring talent
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and all of this stuff however,
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like you could do something as a brand similar to that.
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It's with using people or using talent
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that you hire to like illustrate a product or something.
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So yeah, I'll send it to you.
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It's pretty cool.
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I like again, like that to me is so so buzzy
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and so exciting that like what a great, what a great,
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yeah, absolutely.
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So let's talk about the life of the show girl.
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We already talked about Easter eggs and just story telling
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and driving connection with the audience.
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I got to say like when she announced this album
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on a podcast, I was thrilled.
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I'm like, we are putting power into podcasting.
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Yes, please.
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Like obviously this helped Travis and Jason show,
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you know, it helped her obviously kind of tap into this new
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audience and this market that she's kind of tapped into
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in the past but to really like build a connection with them
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and show them that she is this normal person.
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And so long form content, I think just in general,
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is really powerful.
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It allows people to get to know you on a deeper level,
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a longer level and just really hear your story
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and she did a really good job at just very much humanizing
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herself and talking about a number of different topics
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and showing people who she is through that.
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So I thought that was genius.
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It was amazing to see her use podcasting
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and I think it's a huge win for a podcast in general
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and I will say since that moment in time,
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I have seen a lot of bigger names like Go On Podcasts.
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Like there was a four hour podcast with Emma Watson
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and Jay Shetty that launched again, kind of taking that
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taking that mystery and intrigue kind of away from from that
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and Emma hasn't really been on the scene in anything in years,
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right?
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She took a break from acting, etc.
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But she wanted to open the door to her life and her mindset
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and she used podcasting and long form content
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as a way to do that, which I think is incredible.
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And I think this example with Taylor is also amazing.
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I think one thing that strikes me as exciting
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about this particularly around long form
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is what are the other ways that we can take pieces
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of that long form content and then put it in other places.
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So for example, I think what you know, I saw after
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the long form episode because it was, I think,
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was it about two hours?
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It was somewhere around there.
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We started together.
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The individual short form clips out of that.
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So the content ended up having a longer life cycle
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because we were able to take different pieces from it
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and chop it up and make it into other assets,
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which I think new heights did really well
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across their social media channels.
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But I think using a long form podcast as a tool
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to kind of launch that hero message for you
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is something really unprecedented.
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I don't, please correct me if I'm wrong,
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but I don't think I've really seen any other brands
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or particularly artists do that.
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And as per usual, like she is leading the way
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when it comes to thinking outside the box
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and announcing something as big as life was over all.
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Yeah, yeah, it's a huge win for the medium.
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Again, I was so thrilled to see that.
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And I think brands can easily translate this.
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Like don't be afraid to put your founder on a show
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and talk about a new product or something
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that you're working on or the director of marketing
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or whatever.
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And so using these platforms to really expand a message
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is huge.
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Kind of, we already talked through just making
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that personal brand relatable.
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I mean, she talked about making sourdough
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and like her experience with the football growing up
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and all of this stuff.
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So I thought that was really huge, of course.
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And we just always talk about humanization
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and transparency and authenticity.
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And that continues to be important
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in something that she really excels at.
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And the other thing too, I think that this did
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is it's continuing that innovation
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around keeping your audience engaged and excited.
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Like how can you think outside the box
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it doesn't have to be around a big campaign launch
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or whatever or error change.
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But just how can you continue to show up
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for your audience in different ways and be in front of them?
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And I think again, podcasting is a great way to do that.
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And also this movie that she's coming out with,
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which we'll talk about in a minute,
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is another good way to do it.
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It's giving the fans more.
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It's keeping her story and her human side
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in front of the audience.
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And I think that is just people crave connection.
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And so how can you kind of lower that veil for consumers overall?
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I really like that people crave connection.
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I think she is able to, or she has been able to open up the door
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to give fans access to her life,
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completely controlled by her, of course, right?
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Which I think is also the real balance for her
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and what I've seen throughout her career is,
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and she's talked about this in music,
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in interviews that she's struggled with,
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how much do I share versus not?
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And I think she's coming into a phase of her life
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where she is sharing a little bit more.
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And one, she's using podcasting to do that.
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But two, she's keeping her audience engaged and excited
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because she is doing this and sharing her life pieces
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of her life in a new and unique way.
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And I think what I'm already getting
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sort of from the life of a show girl is,
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there are new and unique ways that she is telling her experience
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of touring for two plus years, you know, almost two years.
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And getting engaged, falling in love again.
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I think there are so many pillars that are
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laddering into this album and this story
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that she's trying to tell,
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with the visuals, with the sound.
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I think she's, I've heard she's returning really to her pop roots,
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which I personally love and I'm super excited about.
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I think there is just so much to be excited about
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because she is innovating on herself.
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She uses herself as the benchmark versus anyone else.
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And I love that from just like from a personal standpoint,
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I think it's one up in yourself versus one up
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from other artists and other categories.
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And I think she sets the bar for that.
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In giving that unique spin to each era change
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has been why the audience is so excited, right?
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It's different color, merch.
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It's different color emojis.
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It's different nail colors.
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I mean, we've already seen this,
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I think with a lot of friends too,
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is that like they've started to adopt the teal in the orange, right?
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As part of the launch of this album.
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And I know we will be excited to go to the movies on Sunday
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and see the live-vigil, the show going on.
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Yeah, no, I'm very excited too.
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And again, just to see how this is coming together
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and like see how even film is being used
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to promote this new product that she has.
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Again, I think you said it perfectly
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where a lot of brands are always looking at other brands
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and seeing what can I do that similar
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and capitalize on the success.
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But it's like how can you set your own benchmark?
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How can you like just go out there,
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do something different and creative and unique
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and launch it and see what happens?
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And you never know that could end up turning out better
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than just like copy and pasting a concept from somewhere else.
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So I think just don't be afraid to be authentically you
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as cheesy as that sounds.
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But it's so important.
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And I think that's really what has set her apart
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from everyone else.
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She's really home that.
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She has done things that are unique.
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She has broken molds in a number of different areas.
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And that is something I think all of us can learn
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and apply in our campaigns and our brands in general.
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For sure.
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And so I think I would consider film also long form, right?
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Like she's also taking another long form medium
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that most artists have not leaned into.
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Like I think Aristotle was also in theaters,
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correct me if I'm wrong.
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So she had already started to kind of test
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to like the audience excitement around will my fans
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go to the theater to see this?
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And of course the answer is yes.
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Because again, she has his story brand sort of context
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from how she's been doing this for years prior.
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So she knows audiences are engaged and excited
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and will show up to the movies.
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And so I think this particularly,
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it's a new and unique way because it's not technically a concert.
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It's different.
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It's where watching lyric videos.
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We're hearing her side of the process of why
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and how she's making this and what each song means to her.
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And that's what we're actually going to the theater to see
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versus the actual concert.
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So it's even a different way to show up
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with long form content in contrast to something like a podcast,
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right?
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But it's doing the same thing.
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It's still taking that veil down and making herself
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more relatable by bringing us and giving us access
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into her process, which I think is beyond,
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beyond cool and different and only in a fashion
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that only Taylor Swift could do.
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So I am super excited to see it and we'll have to update everyone
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after we've seen it with our thoughts.
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Yes, yes, amazing.
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This has been great.
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I'm very curious.
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You know, reach out to us.
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Our LinkedIn links are below.
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Let us know what you thought.
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Let us know if there's anything that we're missing in terms of like
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what you have taken away from Taylor just over the years.
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I'm so curious.
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I love like dissecting things like this.
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And so let us know what you think and happy the life of a show girl
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launched all who celebrate.
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Thank you so much for tuning into this week's episode.
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If you enjoyed this conversation,
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I would love your feedback.
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And if you're ready to take things to the next level,
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sign up for my weekly newsletter in the show notes.
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You'll get weekly career and marketing insights straight to your inbox.
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And if you have an idea for future marketing happy hour episode,
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shoot me an email.
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Hello at marketinghappyhr.com.
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Thank you again and I'll see you next Thursday.
Topics Covered
Marketing Happy Hour
storytelling in marketing
audience engagement
personal branding
business lessons from Taylor Swift
effective marketing strategies
building leadership skills
launching your own business
creating relatable content
teasing content and mystery
connecting with fans
professional journey
insights from brand leaders
podcast marketing
community building