The app begins with a brief video from Swift. "Hey, it's Taylor," she says. "Welcome to 'The Swift Life'". As a user, you aim to collect "Taymojis" (Swift-related emojis) by liking and sharing other people's posts. You can follow other users, chat, and the more engagement you show, the more "musical notes" you receive, which is a way to step up a level and access 45 second songs, while receiving new "Taymojis." It's sort of like a game, and you win by being on Swift's biggest fans. This app is a very well-executed addition to the celebrity app trend which started with Kim Kardashian, Gordon Ramsay or Nicki Minaj.