Swift is an attractive woman who had the best makeup artists and clothing designers. When completely dolled up, she has an ethereal beauty. She's got a decent voice, and some of the best studio musicians and production people. She did pop type country, with the scorned teenage girl angle, kind of like the Beach Boys built a teen surfer angle.
As the Beach Boys reached a point where it was a little creepy for guys in their thirties+ singing about teenage girls at the beach, Swift was reaching the age where she couldn't play a wronged teenage girl, anymore.
She wants to transition into movies. Her new "woke" persona is an attempt to get the power moguls in Hollywood to start offering her roles. Like the rest of her career, it's calculated, but it's a bad calculation.
At her best, though, she was a heartbreaker;
Not going to diss her, but like most celebrities, she's primarily image. I've no idea who the real Taylor Swift is, but I suspect she's a reasonably attractive woman who cleans up super nice, high maintenance, and pretty self-absorbed.