She wiped her social media accounts for three days in 2017 before coming back online with a 10-second video clip of a snake. Two days after the snake clip, she announced the album that was “Reputation.” The album’s lead single “Look What You Made Me Do” dropped the day after that.
But while new music is a likely theory, it could also be something else entirely.
In an essay for Elle magazine titled “30 Things I Learned Before Turning 30,” Swift shared her fondness for countdown clocks.
“I make countdowns for things I’m excited about,” she wrote. “When I’ve gone through dark, low times, I’ve always found a tiny bit of relief and hope in getting a countdown app (they’re free) and adding things I’m looking forward to.”