TikTok has recently been inundated with content related to Taylor Swift, as the social media platform has been actively engaging fans with the popular singer-songwriter through its in-app fan experience. This interactive fan experience was launched in March 2023 and has continued to evolve as Swift prepares for her Eras Tour shows. The platform has introduced weekly challenges for Swifties to complete over the course of 11 weeks, each corresponding to one of Swift’s albums. By participating in these challenges, fans can earn themed profile frames and beads to create digital friendship bracelets.
As a video-based platform, TikTok has become a important space for individuals to engage with music, both old and new. For emerging artists, it provides an opportunity to reach new audiences, while established musicians like Swift can use TikTok as a platform to connect with their fans in a more intimate way. Fan experiences, such as the one created by TikTok for Swift, aim to deepen the connection between fans and artists beyond simply viewing content. With over 5 million Eras Tour-related videos on the platform, fans have a plethora of opportunities to engage with Swift’s music and persona.
While TikTok has been successful in creating a space for music engagement, the platform faced challenges earlier this year when it failed to reach an agreement with Swift’s label, Universal Music Group. As a result, UMG artists’ tracks were removed from the platform for three months before being reinstated in May. Swift was the first UMG artist to return to TikTok, coinciding with the release of her new album, The Tortured Poets Department. Despite this setback, TikTok has continued to enhance the Taylor Swift fan experience with features like video highlights from tour stops and themed playlists for each weekly album.
To access the Taylor Swift fan experience on TikTok, users can click on the anchor next to Swift content on the platform or interact with search banners related to the Eras Tour. These features offer fans the opportunity to further immerse themselves in Swift’s music and tour experience. With a growing number of fans engaging with Swift’s content on TikTok, the platform remains a key space for artists to connect with their audience and for fans to interact with their favorite musicians in innovative ways. By combining music, video, and interactive challenges, TikTok has created a unique and immersive fan experience for Swifties.
