Taylor Swift's promotional strategies in social networks. Evolution between the albums Reputation (2017) and Midnights (2022)
DOI:
https://doi.org/10.5294/pacla.2025.28.3.3Keywords:
Taylor Swift, social media, engagement, fandom, community managerAbstract
This paper analyzes the promotion through social networks of the sixth and tenth albums of Taylor Swift, one of the most transcendent singer-songwriters of the current century. Through the analysis of the different techniques used in social networks, it is confirmed that they have become the main communication and promotional channels for artists in the music industry. Both Taylor Swift and her in-house team make use of X, Instagram and TikTok in order to get their work noticed by a larger number of users, but, for personal and social reasons, the way to achieve that goal has changed in recent years. The publication of Reputation in 2017 and Midnights in 2022 mark two turning points in his career and show the changes that have occurred in his promotional strategy in networks.
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