TikTok has recently unveiled the latest phase of its in-app experience, celebrating global superstar Taylor Swift and her record-breaking Eras Tour.
Dubbed #TSTheErasTour, this interactive initiative marks TikTok's longest-running artist-focused in-app experience to date, offering Swifties a fun and engaging way to connect with their idol and win exclusive digital memorabilia.
What is the #TSTheErasTour TikTok Experience?
No Taylar Swift Eras Tour stop near you? TikTok's #TSTheErasTour is an interactive in-app experience designed to celebrate Taylor Swift's monumental Eras Tour. Launched in March 2023, the experience encourages fans to participate in weekly album-themed tasks over 11 weeks.
Each week, Taylor Swift fans can complete these tasks to earn album-branded profile frames and digital beads. These beads can be used to create personalized digital friendship bracelets within the app. Fans who successfully complete all 11 weeks of tasks will be rewarded with a special celebratory Swiftie profile frame.
#TSTheErasTour Interactive Features and How to Access Them
The in-app experience is packed with features that enhance fan engagement. Each week, TikTok will release video highlights from different tour stops, along with playlists tied to the specific album theme for that week.
To access these features, fans can click the anchor that appears alongside Taylor Swift content on TikTok or interact with search banners that appear when looking up related terms, such as #TSTheErasTour.
Fans can view their collections of digital friendship bracelet beads and profile frames on the homepage of the in-app experience. Achievements from completing tasks will also appear as pop-up messages, adding an element of excitement and accomplishment as fans progress through the weeks.
How Taylor Swift's Eras Tour Is Shaking TikTok
The Eras Tour has made a significant impact on TikTok, with tour-related hashtags generating more than 5 million creator videos since the tour's inception.
The #SwiftTok hashtag alone has amassed over 2.6 million video creations, while #TaylorsVersion has garnered more than 2.1 million videos. This high level of engagement demonstrates the platform's importance in connecting artists with their fans and promoting music.
In April, TikTok launched another in-app experience, THE TORTURED POETS DEPARTMENT, inviting fans to celebrate Swift's new album. This initiative has seen more than 3.2 million creator videos using the associated hashtag, further illustrating the platform's role in fostering fan engagement.
By creating interactive and immersive experiences, TikTok helps deepen the connection between artists and their global fanbase. As TikTok stated, "TikTok is thrilled to announce the next phase of its in-app experience celebrating Taylor Swift with the launch of the #TSTheErasTour."
The initiative also comes at a crucial time for TikTok, following a challenging period in its relationship with the music industry. Earlier this year, TikTok experienced a setback when it failed to reach an agreement with Universal Music Group (UMG), leading to the removal of UMG artists' tracks from the platform for three months.
These tracks returned in May, with Taylor Swift being the first UMG artist to come back, marking the launch of her new album, The Tortured Poets Department.
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