The UK and Ireland leg of Taylor Swift’s Eras tour is a huge opportunity for brands to connect with audiences through influencer partnerships.
CORQ’s data review of creator content in April 2024 found the top advert of the month tapped into the fandom around the global event. Two of the most engaged organic posts also focused on Swiftie culture in unexpected ways. See Nicole Whittle’s Reel exploring vegan options at London fan hangout The Black Dog for reference.
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The singer is set to play 18 dates across the UK and Ireland during the summer starting from 7 June in Edinburgh. This offers travel, fashion, beauty and food brands a chance to be part of a trending narrative that has proven audience engagement.
April was also a good month for influencers with smaller followings. Creators with audiences of less than 100K delivered more of the top performing adverts than any other segment. Apparel brands sponsored 40% of the most engaging ads, with sportswear brands accounting for 16% of this share.
A key factor contributing to this was the success of influencers sponsored to do the London marathon – and document their training journeys – which delivered huge audience engagement throughout the month.
By Sara McCorquodale, CEO and founder of CORQ. To access CORQ’s full data analysis of April 2024, start your free trial here.