With its 11-week ‘Eras Tour’ scavenger hunt, TikTok wants to be the go-to platform for Swifties

Over the next 11 weeks, Swifties on TikTok are going to be quite busy. The ByteDance-owned app is launching an in-app experience themed around Taylor Swift‘s Eras Tour, which began in March 2023 and is ongoing.

Each week, TikTok will offer exclusive T.S.-inspired features that will be collected under the hashtag #TSTheErasTour. Fans can access that content by tapping an “anchor” that will appear next to Taylor Swift content on TikTok.

By completing weekly tasks inspired by the Eras Tour star, fans will gain access to a special profile frame and a virtual “friendship bracelet” filled with references to Swift’s records. Other goodies will include video highlights from the Eras Tour and playlists themed around specific Taylor Swift albums.

Swift only joined TikTok in 2021, but she has since brought her follower count on the platform from zero to 32 million. The Washington Post notes that the TikTok hashtags #TheTorturedPoetsDepartment, #SwiftTok, and #TaylorsVersion have each been used on more than two million videos.

“Taylor Swift, I would argue, is the most famous person and the biggest name in the entire world right now,” pop music creator Ari Elkins

told the Post. “It makes 100 percent sense for apps and brands to associate with Taylor, because Taylor brings eyes to everything she touches.”

TikTok already partnered with Swift for an in-app showcase featuring her newest album, The Tortured Poets Department. That activation went live despite a then-ongoing disagreement between TikTok and Swift’s label UMG. Some of the singer-songwriter’s catalog was available on TikTok even during that dispute.

It seems as if each major social platform is looking to attract Swifties with its own suite of Tay-inspired perks. YouTube Shorts was the home for the “Anti-Hero Challenge” back in the Midnights era, Disney+ is the official streaming home of the Eras Tour, Instagram launched a host of easter eggs tied to The Tortured Poets Department, and Elon Musk has asked Swift to post concert footage on X. Bluesky even got a boost with a feed that is free of Swift and her fans. Maybe TikTok will try that next.