Taylor Swift - online media
Making Money
Encourage fans/viewers to spend money
Merchandise section on website
Tour/events section on website
download and stream music section on website
Taylors image
her persona and image changes regularly and is reinvented with every album she releases
Red phase - black & white outfits with red lipstick
lover era - bright and multi-coloured
folk/hippie vibe
the changes drum up publicity, journalists write about it, she does interviews about it, fans can talk about it
The record label create dramatic/shocking moments using online media and Taylors persona
the idea that her personas 'die' and then new ones are born 'the old Taylor can't come to the phone right now'
everything is completely changed: website, posts on twitter and instagram etc
Target Audiences
30-45 year olds are main users
Taylor has been making music for a very long time so these users are her 'oldest' fans/listeners
using Facebook is a great way of targeting those people who grew up with Taylors music
her Facebook posts tend to have more complex text and feature more mature content eg politics
Her content is quite celebrity focused and with short, snappy text
engage younger audiences
tagging celebrities
use of hashtags to create and use trends
popular in teens and 15+ who are engaged primarily by photos and videos
photo orientated and relatable posts to help the audience feel like they know the 'real' her
uses a lot of emojis for visual communication and global or young fans
Snapchat
younger audience eg 12+
emojis, colourful text, graphics and minimal text used
Blanket posting
this is posting the same thing, maybe with slight variations, across all aspects of social media
to insure that everyone, or as many people as possible, are seeing the information
Audience interactions
Taylor always encourages her audience to share things, to repost and retweet to broaden her fans
she regularly uses direct address and colloquial language to make it feel like she is speaking to her fans
she retweets or shares her fans posts too be involved and make her fans feel like she really cares
Two sides to Taylor
professional, career side of her social media that makes her seem very successful and rich
the more casual and 'relatable' side to make her seem like a normal person
photos of her singing, performing, winning awards etc
photos of her in her pyjamas and with her cats, gives her a 'girl next door' type representation
Celebrities
she often tags many other celebrities in her posts and has done many collabs with other musicians and singers
this almost doubles her audience as she is introduced to the audience of these other celebrities