BEADS! FEEDS! TIKTOK EXPANDS TAY'S ERAS TOUR HUB

TikTok has expanded its Taylor Swift hub with the #TSTheErasTour, the platform’s first and longest-running interactive in-app artist experience.

According to the press release, the update gives the Swiftie hordes a chance to earn album-branded profile frames and collect digital friendship beads to build the ultimate friendship bracelet through themed tasks. The in-app experience features video highlights from each tour stop and a playlist tied to each week’s album theme.

Some stats: Since it began in March 2023, The Eras Tour has amassed more than 5m creator videos on For You Feeds. Since the launch of Swift's TTPD in-app experience in April, more than 3.2m creator videos have used thetorturedpoetsdepartment hashtag, while the #swifttok hashtag has surpassed 2.6m video creations and 2.1m+ #taylorsversion videos.

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