Taylor Swift’s Social Brand: Rallying Millions For A Record-Breaking Release
Taylor Swift’s latest single, an opposition to her most recent album, became the most viewed female and solo 24-hour debut for any music video on YouTube. In the video’s first day, Swift racked up more than 62.5 million views and had fans longing for her 1989 era.
Swift is known for baiting her fans with enticing social media posts, a tried-and-true marketing tactic. And with a following of 117 million on Instagram and 83.3 million on Twitter, Swift has a significant influence on social platforms.
Swift’s Dark Shift Piques Consumer Interest
In 2006, Taylor Swift debuted as sweet and country with a persona to match. Like any artist, Swift’s sound and image evolved as she shifted genres from country to pop, but it wasn’t until her Reputation-era that the artist drastically changed her aesthetic.
Leaving girly hues and fluffy love songs behind, Swift took on blacks and dark greens, adopting a snake as her icon, for her sixth studio album. Reputation era Swift was aggressive and aimed for her targets, getting what she wanted. Her social media accounts reflected that persona.
Swift’s Instagram was dark, bold and edgy, featuring still shots of her on tour or with fellow creators. A drastic opposition from her previous avenue as an artist, the Reputation era drew in new listeners with different tastes from her original fan base.
Returning To The Original Aesthetic Excites Fans
But what goes up, must always come down. Swift has recently returned to her original aesthetic of light colors and bright, happy music with the release of her latest single, “ME!”
Before dropping “ME!,” Swift teased fans, posting pastel-colored photos on Instagram with the caption “4.26,” the release date for her latest single.
Fans were itching for the name of the song and details about its sound. Swift even created a mural in Nashville with the word “ME!” drawn above painted butterfly wings. Fans quickly flocked there for photoshoots and researching.
But that’s not all. Aside from dropping hints on and off social media, Swift has admitted there are Easter eggs in her latest video. “ME!” sold 206,000 copies in its first week, more than “Old Town Road.” But because “Old Town Road” has more streams and airplay, “ME!” started as the number two song, according to The New York Times.
.@taylorswift13's ME! continues to CRUSH records on Amazon Music!
— Amazon Music (@amazonmusic) May 3, 2019
Most first day streams ✔️
Most first day on-demand voice requests with Alexa ✔️
2X as many requests for ME! on Alexa in its first week than ANY other single debut ✔️
Congrats, Taylor! https://t.co/nag0p6E5F0 pic.twitter.com/Rv51PXLLGM
With a cult-like following and treasure hunt-like social media posts, Swift has held her audience’s interest as she changes aesthetics.