TikTok expands Taylor Swift partnership to feature more in-app experiences

TikTok and Taylor Swift are long past their bad blood, so much so that the social media platform is expanding its partnership with the superstar.


Taylor Swift’s brand is mightier than her pen

Previously, Swift and TikTok launched in-app experiences to promote her latest album, The Tortured Poets Department. Now, fans can participate in weekly challenges tied to the remainder of her world tour. Those who complete all 11 weeks will earn a special Swiftie profile frame. Along the way, users can earn other themed profile frames and beads to create their own virtual friendship bracelets in support of Swift and the Eras Tour.

To participate, fans can click the Taylor Swift anchor on TikTok or select banners that appear with related search terms.

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The Tortured Poets Department collaboration was more involved, requiring fans to follow Swift and her official fanbase, Taylor Nation, add the song “Fortnight (feat. Post Malone),” and promote the album by posting a video tagged “#TheTorturedPoetsDepartment” to unlock a special profile picture banner.

Swift forged numerous partnerships to promote the album, including a “library installation” courtesy of Spotify, an emoji gimmick with Instagram, and curated playlists for Apple Music.


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This new era of connection with TikTok comes after Swift’s music was temporarily pulled from the platform during negotiations between TikTok and Universal Music Group (UMG). Her music returned to the platform just before the release of The Tortured Poets Department. Since then, TikTok and UMG have reached an agreement, restoring all UMG music to TikTok.

The Tortured Poets Department has spent eight weeks at no. 1 on the Billboard 200, and the remainder of her tour has already sold out. Still, Swift will always find new ways to engage with her fans — and boost her streaming numbers.


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