The Engagement Rate

An industry bulletin for marketing pros.

Post of the week 🏅

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How brands reacted to Swift’s latest drop 

Taylor Swift released her new album, "The Tortured Poets Department," on Friday, and as the new working week sweeps in, companies are eager to join on the bandwagon. Back in February, brands like Poppi and Ulta Beauty were already sharing posts about the album cover so it's no surprise they wanted to be part of the conversation again when the album came out. Given most American households are likely to have Taylor Swift fans, brands are green-eyed eyeing up an attractive audience. 

The new album has a lot of literary references and is seen as something English majors might like. Even though people have been waiting for this album for months, Taylor Swift still managed to surprise everyone by releasing even more songs than expected. She dropped another 15 songs at 2 a.m. after already releasing some earlier, revealing that "The Tortured Poets Department" is actually a double album. Here’s how brands have been jumping on the Swift train: 

🍬Sour Patch Kids 

The sweeties brand joined the pre-release excitement by sharing an Instagram collage of friendship bracelets, commonly exchanged by Taylor Swift fans at her concerts. 

🍩Krispy Kreme 

The donut brand also embraced the friendship bracelet theme by offering a giveaway to anyone wearing them on the album's release day.

💊Tums

Tums joined in on the fun by posting a parody of the new album's cover on TikTok, with the caption "All’s fair in love and heartburn," referencing the album's theme of love and poetry.

💄Sephora

The make-up retailer celebrated the occasion by referencing Taylor Swift's habit of adding bonus tracks to her albums and her love for cats, sharing an Instagram post featuring a cat that resembles one of Taylor Swift’s own, possibly Meredith.

🧴Sol de Janeiro 

The body lotion brand hyped up the album's release by featuring a countdown on its Instagram Story.

🥗Sweetgreen 

Foodies joined Swifties on X to react live to the album release, posting after midnight with specific song title references, which made their reactions feel more current compared to other brands that posted earlier.