TikTok announces the next phase of in-app experiences by celebrating Taylor Swift with the launch of the #TSTheErasTour, the first interactive in-app artist experience and longest-running for an artist on TikTok to date. Celebrating the record-breaking Taylor Swift | The Eras Tour, this new update will give Swifties a chance to win album-branded profile frames and collect digital friendship beads to build the ultimate friendship bracelet.

Mechanics: each week, fans will have the opportunity to complete new album-themed tasks where they will earn themed-profile frames and digital beads to create their own in-app friendship bracelet.  Swifties that complete all 11 weeks of tasks will receive a celebratory final Swiftie profile frame.

Additionally, the in-app experience will feature video highlights from each tour stop and a playlist tied to each week’s album theme.

To access the #TSTheErasTour, fans can click the anchor that appears alongside Taylor Swift content on TikTok or interact with the search banners that appear when searching related terms such as #TSTheErasTour. Fans can view their digital friendship bracelet beads and profile frame collections on the homepage of the in-app experience, and achievements from completing tasks will also appear as pop-up messages.

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 5M creator videos and countless fans using TikTok to express their creativity timed to the history-making tour.

In April, TikTok unveiled THE TORTURED POETS DEPARTMENT in-app experience that invited fans to celebrate THE TORTURED POETS DEPARTMENT together on TikTok. There are currently more than 3.2M creator videos using TheTorturedPoetsDepartment hashtag. Hashtags related to Taylor Swift continue to garner high engagement, with the #SwiftTok hashtag growing to over 2.6M video creations and #TaylorsVersion earning more than 2.1M videos.

(Source: TikTok)