TikTok’s Taylor Blowout Continues with Album-Focused Challenges, Digital Collectibles

Taylor Swift TikTok
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Taylor Swift TikTok
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Photo Credit: TikTok

TikTok encourages more engagement with Taylor Swift through an interactive fan experience with album-focused challenges and digital collectibles.

As Taylor Swift embarks on the UK leg of her blowout Eras Tour this week, TikTok has launched the next phase of its in-app fan experience, first launched in March 2023. The platform encourages Swifties to complete weekly challenges, one for each of Swift’s albums, all of which will earn them digital collectibles like themed profile frames and beads to make their own digital friendship bracelets.

Other features added to the Taylor Swift fan experience include video highlights from each stop on her tour and a playlist related to each weekly album theme. To get started, fans can click on the anchor that appears next to any Taylor Swift content on TikTok, or simply interact with the search banners that pop up on related search terms, such as #TSTheErasTour.

“Since kicking off in March 2023, Taylor Swift | The Eras Tour has made an impact on For You feeds, with the tour-related hashtags amassing more than 5 million creator videos and countless fans using TikTok to express their creativity timed to the history-making tour,” says TikTok in their announcement. “The expanded in-app experience provides Swifties with more ways to engage with other fans and challenges to unlock exciting interactive features.”

The Taylor Swift-TikTok romance rekindles the platform’s relationship with Swift’s label, Universal Music. Their failure to reach an agreement earlier this year saw UMG artists’ music removed from the platform for three months, having returned in May. Swift was naturally the first UMG artist whose music returned to TikTok with the release of her latest album, The Tortured Poets Department, back in April.

The video-based platform has become an important place for fans to engage with music, discovering new artists and classic hits alike. Fan experiences like the one tailored for Swifties are designed to help fans better connect with their idol rather than just watching the millions of Eras Tour clips and related fan videos on TikTok.