Australia – With popular singer-songwriter Taylor Swift announcing its ‘The Eras Tour’ world tour, social media mentioned about her have spiked across influencers and brands in Australia, following growing demand for tickets of said concert in the region. This was according to the latest data from influencer marketing platform HypeAuditor.
According to the data, there were 182 social media posts with mentions of the Anti-Hero on Instagram that were shared by a total of 133 influencers, reaching an audience of over 10.7 million people.
The data also noted two events in June that contributed to the social media mention spike. The first was on June 20 when the news broke that the megastar was bringing her ‘Eras Tour’ to Australia. This was then followed by an even bigger spike on June 28 when concert promoter Frontier Touring opened their pre-sale tickets, which saw more than 4 million eager fans across the country attempting to secure tickets.
In terms of social media engagement, social media posts about the American pop idol performed particularly well achieving an average engagement rate (ER) of 3.5% with a total of 477,242 likes and 9,598 comments throughout the month. Meanwhile, ER on Instagram shows how good the quality of the posts is and how well an account interacts with its followers.
Some of the top brands mentioning Taylor Swift include beauty brand Mecca Beauty, stationary brand Typo, retail chain Myer, media entities 7News and Guardian, and women-centric media Mamamia.
Alex Frolov, CEO and co-founder at HypeAuditor, said, “The hype around Taylor Swift’s Eras Tour has been building up globally for the past three months with Swifties sharing videos and photos of the show on social media reaching billions of people around the world. Globally there have been 22,951 posts on Instagram mentioning Taylor Swift, reaching 230 million people since the start of her international tour in March 2023.”
He added, “An ER of 3.5% is a reflection of the calibre of the singer’s fandom and how engaged Swifties are. Regardless of who is posting about Taylor Swift on social media, the posts are likely to generate likes and comments. It’s not surprising that brands have also been jumping on the bandwagon to increase their reach and engagement with their followers. It will not stop here. We expect more brands to milk the Taylor Swift mania with themed sales, promo codes, outfit suggestions, etc up until the Aussie shows in February 2023, as a way to increase their visibility and extend their reach.”
