5.3.5

Social Media

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Marketing and Branding

Taylor Swift utilised online and social media to help market the music video. Taylor Swift has used interaction with her fans on social media to develop her brand.

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Enigma code

  • Taylor Swift first released a film style poster of her in character as ‘Catastrophe’ on her social media 10 days before the video premiered which acted as an enigma code, as theorised by Barthes, and sparked interest from her large social media following.
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Further reach

  • The 15 other celebrities who featured in the music video followed suit and posted their film style poster of their characters on their social media over the next week.
  • Swift was able to ensure a wider audience reach as the other celebrities were sharing the images to their followers who may not have followed Swift already.
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#taylurking

  • The hashtag #taylurking was used by Taylor Swift when searching through fans content which she then retweeted trended worldwide.
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Uses and gratifications

  • Taylor Swift uses social media to provide uses and gratifications for her audience as it provides a sense of identity and personal relationship.
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Fan engagement

  • Taylor Swift sometimes post selfies with fans on her social media.
  • She has also been known to invite some of her fans to exclusive album listening parties at her house.
  • This encourages them to spread positive messages about Taylor online.
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Political viewpoints

  • Taylor Swift expressed her political viewpoints for the first time in 2018 by encouraging Americans to vote.
  • This is the first time she has used her influence for political gain.

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