TikTok has launched a new in-app experience to celebrate the release of Sabrina Carpenter’s new album, offering opportunities for expanded presence in the app as well as bonus features for those who complete various in-app tasks.
As you can see in these images, fans can access exclusive features like profile frames and effects to show their support for Carpenter’s album.
Fans also have the opportunity to official Fan Spotlight carousel when they share relevant updates.
According to TikTok:
“TikTok fans who complete all five interactive tasks will not only be featured in the Fan Spotlight, but will also receive an exclusive profile frame to fully immerse themselves in the new era. Fans can also use Sabrina’s exclusive Short ‘N Sweet TikTok effect, and if Carpenters need some inspiration, they can check out Sabrina’s page to see what she’s creating alongside her fans.”
Carpenter has built a huge following on TikTok with over 19 million fans, further underscoring the app’s value as a medium for music promotion.
In fact, a report commissioned by TikTok published last November showed that TikTok users are significantly higher probability of discovering and sharing new music content in the appwhile 75% of users Also find new artists through TikTok clips.
In this respect, this is a clever move by Carpenter’s promotion team, which also developed a new chat theme for Messenger together with Meta.
In terms of general marketing advice, this highlights the value of TikTok for pop culture and music-related advertising. If you’re trying to reach this audience, it might be worth taking a look at the discussions and engagement surrounding Sabrina Carpenter’s album and considering the implications for your own efforts.
TikTok users can access the new experience by searching for “Short n’ Sweet” or “Sabrina Carpenter” on TikTok. Fans who watch a video with the #SabrinaCarpenter or #ShortandSweet Hashtag also displays a pop-up animation that takes the visitor to the experience.
