The Taylor Swift effect has hit the podcast world.
The pop star plans to make a rare appearance on Wednesday on the “New Heights” podcast, which is cohosted by her boyfriend, NFL player Travis Kelce.
As it turns out, dating one of the world’s most famous people can have a profound effect on your brand’s reach.
Engagement with the podcast’s posts soared on Instagram Tuesday.
Swift coupled her own 280 million-strong Instagram following with Kelce’s podcast audience to announce her twelfth studio album, “The Life of a Showgirl,” in an Instagram post at midnight on Tuesday. Less than 12 hours later, that post by the “New Heights” account hit 4.5 million likes and had an engagement rate of 145%, according to data from social media management platform Metricool.
Metricool measures engagement based on the total number of likes and comments a post receives compared to the number of followers the account has at the time of posting. The “New Heights” account had about 3.1 million followers.
A typical Instagram post has an average engagement rate between 0.5% and 0.69%, depending on whether it’s a reel, video, or carousel post, Metricool told Business Insider. Swift and Kelce’s teaser posts for their podcast episode blew those stats out of the water.
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Another teaser from “New Heights” that wasn’t cross-posted to Swift’s large following raked in over 1.7 million likes and more than 60,000 comments as of Tuesday afternoon — with a 54% engagement rate based on the podcast’s following.
“New Heights” isn’t the only podcast getting a Swift bump on social media.
Alex Cooper’s “Call Her Daddy” podcast teased a mystery guest on its account a few hours before the “New Heights” announcement. The comments included hopeful Swifties, who pushed the post’s engagement to 2.46%. The show hasn’t yet revealed its surprise guest.
Swift’s interview with Kelce and his brother Jason Kelce on “New Heights” is set to air on Wednesday at 7 p.m. ET.
The show is no stranger to A-listers. LeBron James appeared on the show in January, and the Instagram announcement of his appearance received over 600,000 likes.
But Swift doesn’t frequently go on podcasts, and her appearance could take the show into another stratosphere.
“Taylor’s about to do a f*cking podcast,” the caption on Tuesday’s Instagram teaser read.