TikTok encourages deeper engagement with Taylor Swift through an interactive fan experience with album-related challenges and digital collectibles.
As Taylor Swift begins the UK leg of her hit Eras Tour this week, TikTok has launched the next phase of its in-app fan experience, which will first roll out in March 2023. The platform encourages Swifties to complete weekly challenges, one for each of Swift’s albums, where they’ll earn digital collectibles like themed profile frames and beads they can use to create their own digital friendship bracelets.
Other features that have enhanced Taylor Swift’s fan experience include video highlights from each stop on her tour and a playlist for each weekly album theme. To get started, fans can click the anchor that appears next to any Taylor Swift content on TikTok or simply interact with the search banners that appear for related search terms like #TSTheErasTour.
“Since launching in March 2023, the Taylor Swift | The Eras Tour has influenced For You feeds. Tour-related hashtags have amassed more than 5 million creator videos, and countless fans are using TikTok to express their creativity in time with the history-making tour,” TikTok said in its announcement. “The enhanced in-app experience offers Swifties more ways to interact with other fans and challenges to unlock exciting interactive features.”
Taylor Swift’s romance with TikTok is rekindling the platform’s relationship with Swift’s label, Universal Music. Since they failed to reach an agreement earlier this year, UMG artists’ music was removed from the platform for three months after returning in May. Swift, of course, was the first UMG artist to have her music return to TikTok with the release of her latest album. The “Tortured Poets” sectionin April.
The video-based platform has become a key place for fans to engage with music and discover new artists as well as classic hits. Fan experiences like the one tailored for Swifties are designed to help fans connect with their idol better than just watching the millions of Era’s tour clips and related fan videos on TikTok.
