When Sabrina Carpenter dropped her latest album Short n’ Sweet, we all knew it was going to bring the sass, catchy beats, and a little heartbreak – the usual popstar stuff, yknow?
Buttttt it’s not just the music that’s catching everyone’s attention—she’s become a viral social media sensation, even reaching people who aren’t necessarily fans…
Sabrina is showing that she’s not just a pop star; she’s got serious marketing skills, too.
From creating viral moments to staying real and relatable on social media, Sabrina’s keeping fans hooked and constantly growing her audience.
Curious how she’s doing it? Weird is here to spill allllll the tea.
Making Fans Feel Connected
One of the smartest things Sabrina is doing right now is making each of her live performances feel personal and totally unique.
Ever heard of her “Nonsense” outro?
Basically, at every show, she switches up the last verse of the song to fit the city she’s performing in.
For fans, it’s a fun little surprise, and they LOVE it. This makes them feel like they’re part of a special moment that’s just for them.
Even better – fans don’t just keep this experience to themselves—they’re sharing it all over TikTok and Instagram. This creates viral content that fans who didn’t even attend the concert can enjoy.
Suddenly, a personal moment between Sabrina and her live audience becomes a viral moment seen by MILLIONS online.
Another thing she’s doing? Switching up her dance routines.
Fans have dubbed these the “Juno positions,” and just like the lyrics, they’re unique to every show.
It’s these little touches that keep fans guessing, interested, engaged —and coming back for more. It’s the ultimate win-win: her fans feel special, and Sabrina gets a ton of free, organic promotion as those moments spread across social media.
The big takeaway here?
Personalisation is EVERYTHING.
When people feel like something is just for them, they’re wayyy more likely to share it and engage.
To apply this to your brand, think about how you can add personal touches to your customer experience – it could be a tailored email campaign or a personalised offer—anything that makes people feel like they’re getting something unique.
Her Content Feels Fun and Real
If you’ve been on TikTok lately, you’ve probably seen Sabrina Carpenter’s face pop up in your feed.
She’s all over the platform, but not in a “let me just throw up some promotional content” kind of way. Sabrina’s having fun on TikTok—whether she’s dancing, lip-syncing to viral sounds, or just cracking jokes, it never really feels forced or overly polished.
And that’s the key – she’s not treating TikTok like a formal ad space.
Instead, she’s using it to connect with her audience in a way that feels authentic and relatable. Her content fits so well into the platform’s culture, making her approachable and real.
Fans don’t feel like they’re being marketed to—they feel like they’re just hanging out with her.
This is a HUGE lesson for brands: be relatable and stay authentic. On platforms like TikTok, it’s not about being perfect. It’s about being real and having fun with your audience.
The more real you are, the more your audience will connect with you and engage.
Why Fans Love the REAL Sabrina
Speaking of authenticity, this is one of Sabrina’s biggest strengths. She’s not afraid to show her goofy side, be vulnerable, or just let fans in on what her life is really like.
Her social media isn’t just a highlight reel of perfect moments—it’s full of funny, candid, and sometimes downright silly content that makes her seem just like the rest of us.
This down-to-earth vibe is exactly why her fans love her so much – she’s approachable, relatable, and real.
And in today’s world, where people are bombarded with overly polished and curated content, that kind of authenticity stands out (and really goes a long way)
For your brand, the takeaway here is simple: be yourself.
People want to connect with brands (and people) that feel genuine. Don’t be afraid to show the behind-the-scenes stuff, the mistakes, and the less-than-perfect moments.
How Sabrina Keeps Fans Talking
Sabrina doesn’t just wait for viral moments to happen—she’s actively creating them.
Her custom “Nonsense” outros are a perfect example. Fans know that no two performances will be the same, so they’re eagerly waiting to see how she’ll switch it up at the next show (and share it on social media).
She’s also great at tapping into what’s hot. Whether it’s a dance trend, a funny meme, or something happening in pop culture, Sabrina knows how to ride the wave of what’s trending and make it her own. And when fans see her participating in the same trends they’re into, it makes her feel even more connected to them.
The big takeaway here? Create moments worth sharing.
Think about how you can bring something fresh, unexpected, or playful into your marketing that gets people excited to share it. Whether it’s a fun campaign, an exclusive offer, or a surprise element in your product or service, give your audience something that stands out and sparks conversation.
Partnering with the Right Brands
Another BIG part of Sabrina’s strategy is her collaborations – she’s smart about who she partners with, making sure the brands she aligns with feel authentic to her image.
One great example is her partnership with Blank Street Coffee. It wasn’t just some random collab—it tied in perfectly with her song “Espresso,” and the whole thing felt natural and on-brand.
In fact, she even showed up at one of their locations to serve coffee to customers, which was a fun, interactive moment that her fans loved.
It wasn’t just an ad—it was an experience.
For brands, this shows how important it is to choose partnerships that feel genuine.
Don’t just collaborate for the sake of it. Find partners that make sense for your brand and align with your values. When the collaboration feels authentic, your audience will connect with it in a MUCH bigger way.
The Next Step
Feeling inspired by Sabrina’s marketing strategies?
Want to take your brand to the next level with creative and personalised marketing across your social media?
Let’s make it happen.
Book a discovery call with The Weird Collective and let’s create something epic that we can all be proud of!
