The Swiftie Effect: Making loyal fans into superfans - Marigold’s Version

Taylor Swift’s impact on the world from fans to local economies is simply undeniable. In 2023, she joined a small, elite group of celebrity billionaires. However, Taylor Swift’s billions come almost exclusively from songwriting and performing, a testament to her loyal fans (or Swifties, as she lovingly calls them). Swifties across the world have been spending their hard-earned money on Taylor’s albums, concerts, and merchandise for the last 15+ years, and they show no signs of slowing down or closing their wallets. Her final five London shows were packed, despite it being her second stop in the city.

We all know a single tweet from Taylor can spark headlines around the globe. It is estimated that upon its conclusion, her Eras Tour will become the highest-grossing tour of all time. The Eras Tour film, in partnership with AMC, earned over $100 million in advanced ticket sales, globally, proving her fans can’t get enough of her content. 

Her influence in building fan relationships and keeping lifelong superfans is undeniable, so it must be asked: how does she do it? Swift builds relationships with her best customers, entices fans to stay engaged, and drives lifelong loyalty with exclusive offers and bespoke opportunities.

Brands that build loyalty through strong consumer bonds, like Swift does with her fans, stand to benefit the most. From innovative loyalty programs to brand engagement to customer retention, Marigold can help you craft your own fan-building engine. Read on!

1. ‘You’re the Only One of You’ (Authenticity) A fundamental key to Swift’s relationship with her fans is her authentic portrayal of herself, and in turn, her brand. Through her personal storytelling and lyrics, she shares heartbreak and personal achievements without deviating from her original identity. Love or hate her post-breakup swooning, Swift has built a strong sense of authentic community and belonging among her fanbase that keeps fans coming back. Consumers want to support brands that are transparent in their messaging and remain true to their brand values.
   
   Consumers want to support brands that are transparent in their messaging and remain true to their brand values. Capturing and keeping consumer attention means staying authentic about who you are and what you stand for, all of which can make the difference for brands in building long-lasting customer relationships. Ready to get started? One main way to establish a clear and authentic brand is in your campaigns’ look & feel. Tap into our designers to get you started with some tips and tricks.
2. ‘Long Live All the Magic We’ve Made’ (Community Engagement) Since the beginning of her career, Swift has interacted with fans via social media and offered up surprise events and interactive experiences. She creates a sense of purpose and belonging, all while deepening relationships and driving engagement. Take the friendship bracelets made famous on her tour: a single lyric spurned a fan-driven movement that connects her fans and builds her brand.
   
   In an increasingly digital world, consumers crave meaningful, personalized interactions. One-way marketing messages no longer resonate with the majority of consumers, and brands must adapt their content strategies to include greater engagement with their community. This might include UGC contributions, sharing conversational prompts on social media to foster dialogue, or implementing reward programs to encourage top fans.
3. ‘Baby, Let the Games Begin’ (Gamification & Rewards) Swift is famous for her use of hidden messages. From capitalized letters encoding secret messages within her lyrics, to color-coded social media posts, word searches, and elaborate hints, Swift has created puzzles that build suspense for her fans. Hidden messages have revealed everything from new albums to special offers and events.
   
   Most recently, Swift partnered with Google for a 1989 (Taylor’s Version) search contest where fans could work together to solve puzzles that ultimately unlocked the tracklist for her upcoming album – all examples of how she’s gamified past engagement. Gamification is a powerful tool that enhances customer engagement, incentivizes desired behaviors, and builds meaningful, lasting loyalty. Our 2024 Marigold Global Consumer Trends Index Report found that roughly one-third of consumers find value in receiving exclusive access to products, events, and services.
4. ‘Watch it Begin Again’ (Brand Evolution): Swift has become a pro at reinvention and rebranding herself. From her country music roots to her pop break-up ballads, Taylor’s music spans several genres of music and covers a very wide range, topic-wise. She’s evolved her storytelling, performance style, and even her look as she’s grown up alongside her fans. Brands must take a similar approach to maintain an edge. As competition and consumers continue to evolve, brands must as well. Keeping up with industry trends and focusing on innovation (like AI and gamification) ensures you stay relevant to potential new customers and strengthens loyalty among your existing ones.

The key to brand loyalty is building and maintaining strong relationships. While Swift’s chart-topping and record breaking albums are definitely a factor in her massive success, it’s no secret that her focus on her fans is the key to her longevity. Swifties are at the center of everything she does; and her engagement keeps them loyal, both in their dedication to her brand and their willingness to spend money supporting it. At Marigold, our focus is on building relationships to help you find your people, get to know them, and make them superfans through personalizing offers and other communications to stay top of mind. This will always remain our focus: for you and your superfans! 

Reach out to us to start building your fan base, today!

(An original version of this post appeared on our Selligent by Marigold site)