TikTok announce new Taylor Swift in-app experience to celebrate ‘Eras’ tour
TikTok has announced a new in-app experience, dedicated to fans of Taylor Swift and celebrating the massive ‘Eras Tour’.
Announced today (June 20), the social media platform has confirmed that it is rolling out the next phase when it comes to celebrating Swift – revealing details of #TSTheErasTour. It marks the first interactive in-app experience dedicated to an artist on the platform, and looks to build more hype for fans who have plans to catch the singer as part of her latest live shows.
In the new update, Swifties have the chance to build more of a community with one another and earn little mementoes on the platform that prove their devotion to the pop star. Each week, users will have the opportunity to complete a variety of tasks, each putting their knowledge of Swift’s discography to the test. By doing so, they can earn a number of themed-profile frames, as well as digital friendship beads to create their own in-app friendship bracelet.
The latter builds on the huge trend among the fanbase, who often make their own friendship bracelets ahead of Swift’s live shows, and trade them with one another during the concert.
Fans who complete all 11 weeks of tasks will receive a celebratory final Swiftie profile frame for their account.
Elsewhere, the in-app experience will also include various video highlights from across the singer’s upcoming tour dates, as well as a custom-made playlist each week that’ll tie into each of the singer’s albums.
“TikTok continues to support artists at all points in their journey and serves as the premiere platform for artists to promote their music and engage with global fans on and off tour,” read a description of the experience. “By connecting Swifties across the globe through #TSTheErasTour, TikTok is able to support and deepen the connection between artists and fans.”
To access the in-app experience, fans can click on the anchor that appears alongside 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 create the project comes following the huge success of Swift’s ongoing ‘Eras Tour’, and the immense impact it has had across the social media platform since kicking off in March last year. Since the tour started in the US, hashtags related to the shows have amassed more than 5million creator videos, as well as countless comments from fans discussing their views on the three-hour stage production.
There are currently more than 3.2million creator videos using #TheTorturedPoetsDepartment and hashtags related to Taylor Swift continue to garner high engagement. For instance, the #SwiftTok hashtag has over 2.6million videos and clips that contain #TaylorsVersion have risen to more than 2.1million.
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 has recently crossed its 100th show. Swift performed one night in Cardiff earlier this week (June 18) – where she performed ‘I Hate It Here’ live for the first time.
Now, she is gearing up for three shows in London’s Wembley Stadium on June 21-23, before heading to Dublin on June 28 and eventually taking the tour around Europe.
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Liberty Dunworth
NME
