You Don't Need a Celebrity. You Need a Community.
Hey Reader
You probably saw the internet explode this last week when Taylor Swift appeared on the New Heights podcast with boyfriend Travis Kelce. The episode's numbers were staggering. It shattered viewership records and sent the show rocketing to the top of the charts. On YouTube alone, it's currently at 19 million views after 7 days.
It was, objectively, a brilliant move. By showing up on the podcast, Swift controlled the entire narrative, kept the engagement within her ecosystem (or her boyfriends), and gave her fans a treasure trove of "easter eggs" to analyze for weeks.
So, what’s the lesson here? Is it to go out and date the most famous pop star in the world? (Probably not a scalable growth strategy!)
It's easy to look at a moment like this and think, "Well, that's great for them, but it has nothing to do with me." And well, you're partly right.
The Wrong Takeaway: A Win For Podcasting
Let's be clear: this wasn't a win for the format of podcasting. It was a win for Taylor Swift, who happens to be using a podcast as her stage. You can't replicate the tactic, and that's okay. The real lesson isn't about landing a once-in-a-lifetime guest.
It’s about what made the moment possible in the first place.
The Real Lesson: Your Audience Will Follow You Anywhere
Taylor Swift has spent nearly two decades building one of the most dedicated fan bases on the planet. She has done the hard work of creating community and making her fans feel seen.
Because of that trust, she could announce a new album to her predominantly younger female audience on a football podcast that they don't regularly listen to. She could have also chosen a late-night show, an awards ceremony, or a billboard in Antarctica, and her audience would show up.
The platform doesn't matter when the connection is real.
That’s the lesson for the rest of us.
Podcasting is powerful, intimate, and mainstream enough for the biggest stars. But the magic isn't the microphone; it's the relationship you build with the people on the other side of it.
How to Build Your Own "Swiftie" Army
You don't need a celebrity to create a show people are obsessed with. You just need to be obsessed with your audience. Here’s how to start:
- Create Your Own "Easter Eggs": Make your listeners feel like insiders. Reference past episodes or create inside jokes. Don't do it in a way that alienates new listeners, but a little here and there will make a regular listener feel more connected.
- Reward the Real Fans: Give shout-outs to people who leave reviews or engage on social media. You could offer them a call with you to discuss what they like and don't like about the show. This is a win-win for both of you, as you'll gain some unique insights into your show from a fan, and they get a few minutes with the host of a show they love. Make them feel valued, and they'll value you!
- Build a True Community: Create a space (like a Discord, Facebook group, or subscription feed) where listeners can connect with you and each other, turning your audience into a community.
When you focus on serving your listeners with that level of intention, you're not just growing a podcast; you're building a fan base that will stick with you for the long haul.
Until next time,
Steve