What the Taylor Swift ticketing backlash teaches us about influencer gifting
Gifting event tickets to influencers can be an effective way to generate hype for a brand – if done correctly. Tim Rasbash, founder of influencer gifting specialists Ernie, explores how recent controversy over Taylor Swift’s UK Eras Tour tickets reveals a crucial misstep that many brands make.
Brands have been inviting influencers to events to extend their reach and build credibility for as long as influencers have existed, however, a recent controversy involving Taylor Swift’s UK leg of the Eras Tour shines a glaring spotlight on the critical importance of influencer relevancy in these campaigns.
Last week a handful of influencers, many of whom admitted they weren’t fans of Swift, were still gifted highly coveted tickets to her tour – a tour that saw massive demand from the public, many of whom were die-hard Swifties unable to secure a seat.
When these influencers, such as Made in Chelsea star Louise Thompson, who has two million followers on Instagram, and Tallulah-Mai Metcalfe, who has more than five million followers on TikTok, took to social media to document their glamorous (and free) nights out, fans were quick to hit back, questioning why individuals who weren’t passionate about the music were there in the first place. The incident sparked outrage and highlighted a significant flaw in the influencer selection process: Irrelevancy.
Credit: louise.thompson + Instagram
I can’t be the only one wondering if 55 social posts across 10 ‘influencers’ that mention an artists and then a clothing brand would move the needle at all? By the time you add up everyone’s time, is this even worthwhile?