TikTok Expands Taylor Swift In-App Experience for 2024 Eras Tour
June 21, 2024 (V SOCIAL MEDIA OF HOLLYWOOD) - TikTok has announced an expansion of its in-app experience celebrating Taylor Swift and her ongoing Eras Tour. The new feature, known as #TSTheErasTour, introduces interactive elements for Swift's fans, or "Swifties," allowing them to engage with each other and complete tasks to unlock exclusive digital content.
The #TSTheErasTour experience offers fans the chance to win album-branded profile frames and collect digital friendship beads to create virtual friendship bracelets. Over the course of 11 weeks, Swifties can complete various album-themed tasks, each tied to different albums from Swift’s career. Those who complete all tasks will receive a special Swiftie profile frame.
In addition to the weekly challenges, the in-app experience will showcase video highlights from each stop on the Eras Tour and feature a playlist related to the week’s album theme. TikTok has emphasized its role in supporting artists and connecting them with fans through platforms like this, enhancing the bond between artists and their followers.
To access the #TSTheErasTour experience, fans can click the anchor appearing next to Taylor Swift content on TikTok or interact with search banners for related terms. Participants can view their collected digital friendship beads and profile frames on the in-app experience’s homepage, with achievements for completed tasks appearing as pop-up messages.
Since the start of Taylor Swift's Eras Tour in March 2023, related hashtags have been prominently featured on TikTok, amassing over 5 million creator videos. The platform has been a hub for fans to express their creativity and connect with others, enhancing their overall experience of the tour.
TikTok continues to roll out unique experiences for fans and artists alike, having previously launched the "Tortured Poets Department" in-app feature, which generated over 3.2 million creator videos. Hashtags related to Taylor Swift, such as #SwiftTok and #TaylorsVersion, remain highly popular, with millions of video creations contributing to the community’s engagement.
Source: TikTok
