Meta says Taylor Swift and Travis Kelce’s joint Instagram post announcing their engagement has set a new platform record, reaching 1 million reposts in under six hours and more than 14 million likes in the first hour, as reported by Fox News Business.
According to the company, the announcement is now among the most-shared posts in Instagram’s history. It also sparked a surge in activity on Threads, Meta’s rival to X, where Swift’s name quickly became the top trending topic.
The milestone highlights Swift’s global cultural influence, Kelce’s growing popularity beyond the NFL, and Meta’s effort to position Instagram and Threads as hubs for major cultural moments.
Swift has a track record of breaking digital records. Her album “Midnights” set Spotify’s single-day streaming record in 2022, and her Eras Tour has already generated more than $2 billion in ticket sales.
Kelce’s profile has also grown thanks to the «Swift effect.» When Swift attended Kansas City Chiefs games last season, his jersey sales spiked and NFL TV ratings rose.
Fans and celebrities quickly filled social media with reactions to the engagement, while analysts said viral events like this strengthen Meta’s ability to drive user engagement — a key metric for advertisers.
Earlier this year, Swift and Kelce also set a Guinness World Record for the most concurrent podcast views during her appearance on Kelce’s “New Heights” podcast. Swift’s teaser post promoting the episode drew 4.5 million likes and unusually high engagement rates. Meta’s stock has been climbing since April, fueled by optimism around its AI strategy. The Swift-Kelce engagement gives the company another high-profile example of how its platforms can dominate online attention.
