This article was originally published at TechRound.co.uk
According to data shared with Billboard on Wednesday 27 August, Meta confirmed that photos of Kansas City Chiefs tight end Travis Kelce proposing to Taylor Swift surpassed 1 million reposts on Instagram. No other post on the platform has reached that level before. The got there in just 6 hours, a new record for the app.
Billboard reported earlier that the announcement had gathered 14 million likes in only one hour. By the time the figures were updated, Instagram showed that likes had surged past 29 million. The combination of Kelce’s status as an NFL star and Swift’s global popularity made the post one of the most talked about moments online this year.
Jamie Domenici, Chief Marketing Officer at Klaviyo said, “Marketers who win today are the ones who can spot and act on marketable moments in real time. Taylor Swift’s engagement is going to dominate the feeds of millions of consumers. But here’s the catch: a cultural moment only matters if you know who it matters to.
“With the right data, a brand can identify the ‘Swifties’ in their audience and create campaigns that feel personal rather than gimmicky. That’s the sweet spot: being agile enough to ride the cultural wave, but precise enough to do it authentically.”
Which Brands Used The Viral Moment?
Companies across food, fashion and travel were quick to tie their own names to the engagement. Many brands reworked the floral backdrop from the couple’s photos, pasting their logos or products into the scene. American brands like Southwest Airlines and Invisalign all joined in with light hearted posts. Hershey’s promoted its bulk bags of kisses as wedding-ready.
Some went further with themed discounts, and Ralph Lauren cut the price of the striped dress Swift wore in the engagement photo, which sold out in under 20 minutes. Starbucks played off the coincidence that the news landed on the same day as the return of its pumpkin spice latte, posting: “are we supposed to keep talking about PSL like nothing happened???”
What Do Experts Suggest Marketers Should Take From This?
With the big news going viral and breaking records, there’s something interesting here for digital marketers… Experts have shared their thoughts on this:
Rachael Amato, Content Manager, Synaptic: Marketing, PR, and Crisis Communications
“Taylor Swift and Travis Kelce’s engagement isn’t just a celebrity headline; it’s a lesson in how real emotion fuels viral momentum. For marketers, especially those at startups, moments like this are opportunities to connect on a deeper level. Here’s how:
Lead with authenticity
“Taylor’s lyrics and Travis’s charismatic personality work because they feel honest. People respond to brands that sound like people—not polished machines. Bring a human voice to your messaging.
Bridge unexpected audiences
“This story united Swifties and sports fans. In the same way, brands can find growth by speaking to communities outside their core niche. Collaborate. Blend categories. Create overlap.
Move quickly, but meaningfully
“Viral stories create a short window of massive attention. Don’t just chase clicks—offer something relevant. Whether it’s a promo, a partnership, or a purpose-driven message, make sure your content gives people a reason to stay.
“The biggest takeaway for me is that people still want to feel something. When a brand can tap into that—especially in cultural moments that already have the world’s attention—you don’t just ride the trend. You build real connection.”
Read the full article at TechRound: https://techround.co.uk/news/taylor-swift-how-marketers-celebrity-news/