TikTok announces new Taylor Swift in-app experience to celebrate ‘Eras’ tour

TikTok has announced a new in-app experience dedicated to Taylor Swift fans and celebrating the big “Eras Tour”.

Today (June 20), the social media platform confirmed it is launching the next phase of Swift celebrations – revealing details of the #TSTheErasTour. It’s the first interactive in-app experience dedicated to an artist on the platform, and is designed to build anticipation among fans eager to see the singer perform her latest live shows.

In the new update, Swifties have the opportunity to build a stronger community among themselves and earn small memorabilia on the platform that prove their devotion to the pop star. Each week, users have the opportunity to complete different tasks, each of which tests their knowledge of Swift’s discography. This allows them to earn a range of themed profile frames, as well as digital friendship beads that can be used to create their own in-app friendship bracelet.

The latter is based on a big trend among fans who often make their own friendship bracelets before Swift’s live performances and exchange them with each other during the concert.

Fans who complete all of the 11 weeks’ tasks will receive a final Swiftie profile frame for their account to celebrate.

In addition, the in-app experience also includes various video highlights from the singer’s upcoming tour dates as well as a custom playlist each week with links to the singer’s individual albums.

“TikTok continues to support artists at all stages of their journey and serves as the first platform for artists to promote their music and connect with global fans on and off tour,” a description of the experience reads. “By connecting Swifties around the world through #TSTheErasTour, TikTok can support and deepen the connection between artists and fans.”

To access the in-app experience, fans can click on the anchor that appears next to Taylor Swift content on the platform or interact with the search banners that appear when searching for terms related to the singer and her shows. Fans can also view their digital friendship bracelet beads and profile frames on the #TSTheErasTour homepage.

The decision to launch the project came after the huge success of Swift’s ongoing “Eras Tour” and the immense impact it has had on social media platforms since it launched in March last year. Since the tour began in the US, hashtags related to the shows have amassed more than 5 million creator videos, as well as countless comments from fans discussing their views on the three-hour stage production.

There are currently more than 3.2 million videos from creators using #TheTorturedPoetsDepartment, and hashtags related to Taylor Swift continue to garner high engagement. For example, the hashtag #SwiftTok has over 2.6 million videos and clips containing #TaylorsVersion have risen to over 2.1 million.

In other Taylor Swift news, the singer recently confirmed that her career-spanning show, the “Eras” tour, will come to an end this December. The tour began in March 2023 and recently surpassed its 100th show. Swift performed one night in Cardiff earlier this week (June 18) – where she sang “I Hate It Here” live for the first time.

She is now preparing for three shows at London’s Wembley Stadium from June 21 to 23, before heading to Dublin on June 28 and then continuing her European tour.