A new guide for brands to connecting with Taylor Swift’s fandom in her The Life Of A Showgirl era

Taylor Swift’s appearance on Travis and Jason Kelce’s podcast New Heights had 8.5 million YouTube views in 12 hours. This is the artist’s first ever podcast interview and choosing her boyfriend’s show as the place to make her debut was a canny way to create event entertainment for the Swiftie fandom. This is also where she announced her twelfth album – The Life of a Showgirl – and the clip of this has 181 million views on Instagram.

You may also like

Annual autumn entertainment trends and how to use them to drive engagement for brand campaigns

Strategy

The podcast did not disappoint. It gave fans a clear view of Swift’s priorities in 2025 and what to expect in her Showgirl era – a time which is characterised by joy, family, support and fully regaining ownership of everything she has created. She celebrates Kelce as a “vibe booster” and “human exclamation point” and explains the heartache that drove her to pursue buying her masters.

The interview also included multiple fun and funny moments that brands could reference in their own social content to connect with the star’s enormous audience. Why make this a priority? Because Swiftonomics is a real thing – a term coined in 2023 to encapsulated the financial impact of The Eras Tour and Swift’s influence on consumers. Each concert grossed approximately £9.5 million and that doesn’t include spending on fashion, hotels and travel that was linked to the event.

Is The Life Of A Showgirl an opportunity to grow brand revenue? Without a shadow of a doubt. Here are five hooks from Swift’s interview to be part of a cultural moment driving millions of views.

1. Sourdough

Swift shared her new obsession is baking sourdough after learning from a family friend. She loves blogs about the bread and has made variations such as blueberry (Kelce’s favourite) and cinnamon swirl. Currently, she is working on a rainbow version with sprinkles for Kelce’s nieces called “funfetti”. Food brands can bounce off this by resharing instructional and educational content about this style of baking for consumers inspired by the episode to give it a try.

2. Numerology

Swift detailed her interest in this theory and the meaning she attaches to numbers. She shared that 13 is her significant number while Travis’ is 87 and together they are 100, referencing his social post about “keeping it 100”. Google data shows consumer queries for numerology have spiked globally in the past day and that this is linked to the interview. Brands could use this to post their own significant number according to numerology or share their take on “keeping it 100”.

3. Sewing

The star noted she specialises in “children’s purses and baby blankets”. This follows 2025’s “grandma hobbies” trend which is a wholesome and vibrant content strand for brands to adopt moving into autumn.

4. Orange

This is the primary colour of the Showgirl concept which Swift describes as “energetically” how her life has felt. Fashion and beauty brands should curate orange products for Carousel and Stories content to engage with the fandom as excitement for the album builds. It is worth noting that aesthetics are key for each new album by Swift and her fandom reacts to this. While The Eras Tour was characterised by a certain degree of 1970s-tinged nostalgia, this first glimpse of The Life Of A Showgirl suggests she is taking her brand in a more glamorous direction.

5. Otters

Travis Kelce shared his dream of rescuing a wild otter and becoming friends with it. This was a tongue-in-cheek anecdote shared by the couple. Regardless, otters are now the official animal of the Swiftie fandom. After cats, of course. Entertainment and media brands with otter footage should post this on their social platforms and reference this story.

By Sara McCorquodale, CEO and founder of CORQ.