When fans post something interesting they receive from other community members SwiftSends which make Taylor pay attention to their messages.īonus Tip: Don’t Disappoint Your (Fans) Users But the ultimate goal of the app is to get noticed by Taylor herself. Users can buy them or the most loyal ones will have the chance to earn them without spending money. After all, what is a celebrity without her own set of emojis? And we didn’t even mention those cute kittens which in fact are avatars for Taylor’s real cats. ![]() Customers can buy more stuff with guitar picks and those Taymojis make things more interesting. For example, there are 4 levels – Fan, Super Fan, Swifties and Super Swifties – which offer different elements for each type of user. After all, that’s the psychology behind freemium apps.Įven though the core feature of the app is the social one which allows users to share ideas, collages, photos or videos about Taylor Swift other factors influence the way users interact with The Sift Life. And from that stage to absolute addiction it’s just a small step. Tech, music, gossip… the goal was to make sure that every Taylor fan will want to try the app. While an individual developer focuses on a few tech sites, her team didn’t stop until the news about The Swift Life reached every press corner. For this reason, we started this story in the first place, because we wanted to notice the difference between the strategies adopted by indie developers and an app owner with an army of marketers that fight for a specific product. The marketing team behind Taylor Swift is gigantic. Let’s make one thing clear before going further. Just take a look at the preview video posted by Taylor on YouTube before the beta release of The Swift Life. And if that won’t happen and your app is successful you will be able to enjoy the results and to launch your product knowing that it will be well received. If you think about it, you will realize that this stage is also cost effective since it is easier to face your users’ disappointment on a smaller scale. Maybe you would think that your app will be great, but the truth is that you can’t know for sure until you pay attention to your users’ opinions. This strategy should be a mandatory step for all app owners, from small studios to big companies. Actually, Glu launched the app in a few selected countries to make sure that this new format will work for Taylor Swift and fans will appreciate the app. If you aren’t sure how your audience will react or if you want to test the app before the big release then do what Taylor did. The goal wasn’t to surpass all the other social channels but to allow her followers to express their love in an environment specially created for them. Instead of being active on Instagram or Tumblr, she is able to promote her app and to keep in touch with her audience in the same time. In fact, this is an advantageous situation for her who needed to be everywhere and to maintain the relationship with her fans on all social networks. Social App Another One!įor those of you who know that the mobile market is fierce, especially for social apps you probably wonder why Taylor Swift wanted to fight all those giants who are in top charts for years. You just need to find a way to adapt each technique to your users’ needs. Of course, we aren’t Taylor Swift’s BFFs but we will give you at least one reason why you should check the app: the marketing strategy behind The Swift Life can be applied to apps. In the same period, Taylor launched her sixth album, Reputation which represents a hot topic for users who want to share their creatives and to impress their favorite singer. The app was released last year, on December 15, for iOS in the United States and after a short period, Android users were able to enjoy the app. Unlike their previous creations, The Swift Life isn’t a game, but a dedicated social network for all Taylor fans. ![]() ![]() The Swift Life was developed by Glu, a famous company that created popular games like Kim Kardashian: Hollywood or Gordon Ramsay: Restaurant Dash. Or vice versa! Yes, we were talking about Taylor Swift and this is the story of The Swift Life in just a few words. Imagine that you are a superstar and you have millions of followers on each social channel! What can you do to make sure that this number continues to grow every day? You launch an app because you want to transform all those users into loyal fans.
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