Yes, you heard me right. Taylor Swift. I may not be a “Swifty” (yet) but I’m impressed by what she has achieved through her record-breaking Eras Tour. It’s a masterclass in modern customer engagement.
While the headlines in the news tend to focus on the $10 billion boost to local economise and it’s status as the highest-grossing tour in history, there’s much to learn from the way Swift connects with her fans… lessons that should be applied to digital experiences.
Here’s how business can follow Taylor Swift’s lead to create unforgettable customer experiences:
1. You Belong With Me - Customer Obsession at the Core
Swift has an uncanny ability to know her audience. She re-released Fearless and Red – adding previously unreleased ‘vault’ tracks to provide new content and keep her “Swifties” engaged and feeling valued.
For businesses, this means leveraging data and personalisation to craft experiences that resonate with individual customers. Are you showing customers that you truly get them, or are you delivering a one-size-fits-all approach?
2. All To Well - Blend Nostalgia with Innovation
The Eras Tour is a celebration of Swift’s career, but it’s far from a simple walk down memory lane. Each show features innovative production, with a mix of classic hits and new releases. Swift makes the past feel fresh.
Businesses should ask themselves: how can you use nostalgia to create emotional connections while introducing something new? Whether it’s reimagining a beloved product or combining heritage with cutting-edge digital tools, this balance is powerful.
3. Call It What You Want - Invite Co-Creation
Swift amplifies her connection with fans by making them part of the story. From TikTok challenges to fan-generated content, she’s a master of co-creation. Digital experiences thrive when customers feel like active participants.
This could mean allowing user-generated content, fostering community interactions, or even involving your audience in product development. The more they feel part of the process, the stronger the bond.
4. Stay Stay Stay - Consistent, Authentic Engagement
Swift doesn’t just show up for a launch or a tour and disappear. She’s constantly connecting with fans through social media, live events, and surprise releases.
Businesses can learn from this by maintaining ongoing dialogue with their customers. Consistent, authentic touchpoints—whether via social media, email campaigns, or personalised website experiences—build trust and loyalty over time.
5. Shake It Off - Create Moments That Delight
Taylor’s concerts are more than just music; they’re unforgettable experiences that fans want to share. From stunning visuals to unique acoustic songs at each show, her fans amplify her brand by sharing their experiences online.
For brands, crafting “shareable moments” can be a game changer. Think about how your website, app, or campaign can spark excitement and make customers want to spread the word. Experiences that are easy to talk about online can become powerful organic marketing tools.
6. Begin Again - Stay Agile in the Era of Change
In an age where attention spans are short and trends shift rapidly, Swift remains relevant by embracing change and innovating across channels. From re-recording her albums to reclaim creative control to experimenting with immersive fan interactions, she shows adaptability in action.
Digital-first businesses should adopt a similar mindset. Stay curious, experiment with emerging technologies, and be prepared to adapt your strategy to meet your customers where they are.
Taylor Swift’s success isn’t just a product of her music—it’s her dedication to creating an ecosystem where her fans feel seen, valued, and deeply connected. For businesses, this is the ultimate goal: to go beyond transactions and build meaningful relationships that stand the test of time.
Are you ready to create a digital experience as impactful as a Taylor Swift concert?
Share this article
