Taylor Swift broke my Instagram feed (again)

Taylor Swift broke my Instagram feed this weekend (again).

How?

She organized her songs into playlists according to the 5 stages of grief.

That’s it. She didn’t create new music. She just gave her fans a different way to listen.

And they went wild! Analyzing, adoring, and sharing.

It took vulnerability to share this work because some songs ended up in a different category than we expected (hello… Lover in the Denial list 😱).

But it also took a lot of playfulness.

She came up with a creative way to present her music that would be deeply relatable and get fans to re-listen to songs they’ve already heard hundreds of times.

That’s what is so fun about her work (and why I love studying how she markets herself). She plays with her fans and they go for it. It’s a relationship. She connects with people and says, “I’ve been where you are and you’re going to be ok.”

We all want to know that we’re normal and that someone else has been in our shoes and survived the grief of heartbreak.

It made me wonder... how can we be a little more playful and creative with our messaging?

If we get it right, raving fans will engage and share.