“Taylor Swift is in the building with Momma Kelce!!!!!!” said the first TikTok post, minutes after Fox aired its first shot of the singer in the suite. The caption added that Swift was now “IN HER FOOTBALL ERA,” a reference to the singer’s world-conquering “Eras Tour.”
The league would post a dozen more Swift clips on TikTok, three of which would pass 10 million views—when she reacted with an F-bomb after Kelce scored a touchdown; when Chiefs quarterback Patrick Mahomes gave Swifties a shout-out in a postgame interview; and when Kelce and Swift walked out of the stadium together after the game, their first public moment as a couple (in a video shot, as it happens, by Jarrett Payton, the son of NFL Hall of Famer Walter Payton).
The video of the couple leaving the stadium had 18.3 million views as of this writing. By comparison, NFL TikTok posts (including most non-Swift videos on Sunday) tend to get less than 1 million views each—it’s rare for one to top 5 million.
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Engaging other creators throughout the game was key, and is something the NFL always tries to do in social, Trombetta said. “Where we can, we’re elevating creators who are posting interesting things, whether they be famous influencers or up-and-coming creators,” he said. “Especially with more casual fans like these, we’re seeing tremendous engagement [on TikTok].”
Commemorating the day, the league even changed the bio line on its TikTok to read: “9/24/23. Taylor was here.”
The league was active on other platforms, too, including YouTube, YouTube Shorts, Instagram and X (formerly Twitter), posting photos and videos throughout the day and into the evening. The programming strategy wasn’t fundamentally different than what the NFL does at every game—except supercharged, with an unusual number of first-time fans following the conversation.