As we near the close of 2024, BITE is wrapping up the top 10 moments of the past year and sharing what learnings marketers can take with them into the new year. Number 3 is Taylor Swift’s Eras tour, which provided lessons in authenticity, fandom, and consistency.

Taylor Swift’s Eras tour is a marketing moment that keeps on giving. Beginning in March of 2023, the singer performed 149 shows across 5 continents, and ended with the final show in Vancouver on the 8th of December.

An iconic moment for music, culture, and online discourse, the ‘Eras Tour’ was a record-breaker, becoming the highest-grossing tour of all time. Forbes estimates the tour took $1.15 billion.

The impact of the tour has been undeniable, both economically and culturally. Notably, the shows have generated a boost in the economies of cities around the world, in a phenomenon that is being called ‘Swiftonomics’. In fact, before coming to the UK, the Eras Tour was estimated to boost the country’s economy by £997m. A boost attributed to fans spending on eating out, accommodation, and new outfits. 

Over 10 million people attended the Eras Tour. Swift’s songs trended on TikTok and friendship bracelets were everywhere - a result of the song ‘You’re On Your Own Kid’ from the album Midnights. The Era Tours truly left its mark in 2024.

Fandom firepower - Swifties

Fandom is, for many, a key marker of identity. It offers a place of belonging and community, bringing people together to find like-minded people. Swift’s record-breaking tour would not have been possible without her hoards of loyal fans, or ‘Swifties’. At the Eras Tour, they made friendship bracelets and swapped beads with each other. They made ‘grwm’ (get ready with me) videos and posted them online. They built the culture which makes the Swiftie community a rightful obsession of marketing leaders.

Yes, fandoms have huge economic firepower on their own, but even more so when they are nurtured. The Eras Tour and Taylor Swift did their best to give fans an incredible experience. While some Swifties travelled long distances in what has been described as a pilgrimage, paid on average £206 per ticket, and even attended multiple shows, their love for a cultural icon was not unrequited. 

Swift put on 3.5 hour-long shows, in cities across the globe, reaching millions of fans and providing them with an in-depth walk through of her discography. She gave out hats to fans during the song ‘22’; a memorable keepsake for those who adore her. And beyond the actual experience of the shows, Swift donated heavily to charities on her tour. Giving thousands to foodbanks. The star demonstrated gratitude for the communities she visited. A powerful reminder of the marketing firepower of paying it forward.

Creating longevity

The Eras Tour is a great example of marketing longevity that comes with authenticity and consistency. At a run of almost 2 years, the show was a consistent point of interest in our fast-moving cultural zeitgeist. Throughout this time, Swift and her team managed to retain hype for the shows. In part, this came from an already loyal fan-base, but it also stemmed from a consistent marketing output.

Whilst touring, Swift released new music in the form of her 2024 album, The Tortured Poets Department. Much anticipated, the artist’s 15th album was another record-breaker, selling 2.6 million copies, with 1.4 million in its first day. Alongside the tour, the 3 hour 30 minute film, ‘The Eras Tour (Taylor's Version)’ was released on Disney+, featuring 4 unseen performances, as well as ‘The Eras Tour Book’. Her consistent output gave fans new content to consume, retaining the hype for her series of shows and keeping things interesting.

At the same time, the consistency of personal branding was important. Swift wore similar styles of outfits, curating a distinctive Eras Tour-image that could be closely associated with the shows. She retained the same special parts of her shows throughout - monologues to preface songs, exclusive experiences, and the same online and in-person persona that has made her so loved, appearing to really care about her fans. Her team worked hard to acknowledge Swifties, recently recognising the Vancouver crowd for singing her happy birthday.

Even with criticism about ticket prices and the negative impact of her personal jet use, Swift’s Eras tour was a huge success. A cultural milestone that managed to far surpass any bad press and leave a mammoth impression on the past year. Providing important lessons to marketers on the art of authentic connection, fandom, and consistency in the process.