How Fan Marketing Has Changed the Game
By Samantha Jordan, Content Operations Coordinator at Vydia
It’s true that artists wouldn’t be where they are in the industry without their biggest fans. With social media platforms like TikTok, Instagram, and X, this has created a way for fans to show their support. Such platforms have strengthened artist communities, and in turn, fan engagement strengthens.
When an artist’s audience creates their own content, whether it’s a fan page or TikTok video, it’s essentially free marketing for the artist. It can be about an upcoming song, an old album, or anything in between, and if it’s relatable to other fans, then it will most likely gain traction. Before you know it, the likes rack up, and comment sections are filled with similar supporters.
A great example of this is the unbreakable team of Taylor Swift fans. AKA, the Swifties. As summer is currently turning into fall, fans will post online about how it’s the time of year for her album Red, as the songs are often correlated with the autumn months. People will attach some of the classic Red audios, such as “All Too Well” to their posts, including fall OOTD outfit inspiration, best things to do in NYC in the fall lists, pumpkin spice latte recipes, etc. The reemergence of the songs each year also helps to promote Taylor’s new music, without the need to run large campaigns.
There’s also been many cases of fans recording artists during live performances, which have led to streams to skyrocketing. A great example of this was during Tate McCrae’s Think Later Tour, where fans flooded her performances to TikTok and Instagram, showing others a side to her they hadn’t seen before. Not to mention creating a fair amount of FOMO. The attention on social media from fans gave her credit, acknowledging her as the ‘next Britney Spears’ and referring to her as an artist that’s helped pop music to resurge. This can also be seen in the number of streams as well- her hit single “greedy” continued to perform well, specifically reaching one billion streams in July 2025.
Social media is more powerful than ever, and has become a direct form of communication for people with similar interests. We see it with popular television shows like The Summer I Turned Pretty, podcasts like Call Her Daddy, and of course, music. It’s so strong, in fact, that some influencers are known for discussing or are associated with some of their favorite artists.
We can see this with TikTok influencer Eli Rallo. Like any influencer has to, she’s done an exceptional job at creating a brand for herself. Known for being an author, classic theater kid, and a notes app connoisseur, being a Swiftie has also been a big part of her brand. Rallo will often create content when Taylor Swift makes an announcement, releases new music, or simply just for fun. Her followers and comment sections tend to be filled with other Swifties, being one of the people who creates an even stronger community for Swift’s fans.
With creators like Rallo, the fan pages that boost artists, and dedicated likers/commenters, they are making the fan marketing world go round. Strong communities have been created, deepening their connection to artists even further. The direct effect it has had on the music industry has been a positive change.
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