From Music Ally · Marlen Hüllbrock · · 1m
TikTok Taylor Swift Experience Update
TikTok's Taylor Swift album campaign adds phased unlocks and fan team goals.
In brief
TikTok's Taylor Swift album campaign adds phased unlocks and fan team goals. TikTok's Taylor Swift album campaign uses weekly phased unlocks and fan team goals to boost album engagement. Originally reported by Music Ally.
TikTok's Artist Partnerships
TikTok frequently partners with artists on in-app experiences to promote albums across its platform.
Taylor Swift Campaign Focus
TikTok is giving Taylor Swift's newly released The Life Of A Showgirl: The Encore special treatment.
Standard In-App Features
A search hub for artist songs and profiles unlockable through actions like following accounts and pre-saving to music apps.
Phased Unlocks
Fans unlock three behind-the-scenes reveals over a week to keep returning to the hub.
Fan Team Goals
Fans team up to share and hit a group target to unlock music video clips for album engagement.
Marketing Takeaway
Music marketers can incentivize fans to hit shares goals to unlock content without TikTok partnerships.
The headline
TikTok's Taylor Swift album campaign uses weekly phased unlocks and fan team goals to boost album engagement.
