In terms of demographics, this report suggests that Taylor’s audience has a nice balance between the older and younger generations. As such Taylor and her team were not just building an audience from scratch, they knew what the fans already liked. Many of these people were likely fans of the original Red album. Who Makes Up Taylor Swift’s Global Audience?Ī quick report from Audiense shows that out of Taylor’s audience: Instead, use data to truly understand your audience and communicate in a manner that resonates with each group. You’d be doing your marketing campaign a disservice by putting all of your audience into one category. When announcing the release of Fearless (Taylor’s Version), Taylor and her marketing team cleverly capitalized certain words that spelled out APRIL NINTH - which was the eventual release date for the album. You can then create messaging for each group or segment to offer a unique experience.įor example, Taylor Swift appeals to her audience’s interest by leaving clues and Easter eggs about her upcoming albums on her social media pages. Your audience isn’t a monolith, which makes it essential to have different segments for each customer group. Offer Unique and Personalized Experiences to Different Audience Segments Taylor understands this, and that’s why you’ll see her hanging out on Twitter and Instagram - platforms used by the majority of her audience.įor example, in a recent Instagram post, Taylor thanks and celebrates with her followers after All too well, the 10-minute track on the album became No. Imagine what such an increase could mean for your business.įurthermore, understanding your ideal audience also helps you figure out which topics and values mean the most to them. Why should you care about the social platforms your audience uses? A study conducted by audience intelligence platform Pulsar together with Twitter found that a 10% increase in brand conversation can lead to up to a 3% increase in sales. This way, you don’t waste time and resources on audiences or platforms that’d yield low results. When you know who your target audience is, you’ll be able to create messages that resonate in the places they hang out. Save Time, Money, and Focus on Channels Where Your Audience Lives But you can’t communicate effectively unless you truly understand them - and we’re not talking about creating generic Gen Z Sam or Millennial Mary buyer personas.Ī thorough understanding of your audience sets your brand up for success and can help you achieve the following. Why Understanding Your Audience Matters For Brand Successīrand success relies on crafting messages that resonate with your audience. So, grab a coffee and let’s dive in to learn how we can stop seeing Red when it comes to our marketing efforts and start feeling more enchanted. Our goal is to show you that by truly understanding your audience, you too can see levels of success that your brand has yet to unlock. In this blog, we’ll dig deep into the makeup of Taylor Swift’s audience and we’ll show you how her team leveraged audience intelligence to create one of the best multi-faceted marketing campaigns for an album the music industry has ever seen. The good news? Any brand, big or small, can adopt the same principles Taylor has used time and again to become a master marketer. Developing and refining audience segments over time.Knowing your audience and how to use them to drive brand momentum.You’re probably wondering, “How the hell did she do that?” 9 for a song she recorded in 2010! Swifties might remember her centerpiece ballad Enchanted off of the 2010 album Speak Now, which wasn’t promoted as a single at the time of its original release. On November 10th, Taylor Swift entered the top 10 of Spotify’s U.S. daily chart, reaching No. Taylor’s triumph is all in the strategy, and it stems from a deep understanding of her audience. While you might attribute her success to luck or fate, it couldn’t be farther from the truth (before Red, she had record-breaking success with Fearless, her first re-recorded album). Taylor’s re-release of her classic 2012 album Red has been a massive global success by all means, and we felt it was deserving of its own Audiense analysis.
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