Taylor Swift has over 100 million followers on her Instagram account.
Social media became a way to engage the audience.
Swift figured out quickly that cat photos and personal messages could demonstrate to her audience that she is one of them. Instead of giving a story to media and praying that reporters would not only care, but convey her intended meaning, she went straight to fans, flipping the process along the way. It doesn’t work for every artist, but it does for many, who — like Swift — now put out their message on social media and let traditional reporters take the story to a wider audience after they have already left a trail.
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