TikTok is the new hottest social media, with over one billion active users. If you're not familiar with TikTok, it is a platform that allows users to upload their own content, videos ranging from 3 seconds to 3 minutes. The app has a “For You Page” (FYP) that displays a personal, curated feed of accounts users might already follow or accounts TikTok's algorithm recommends based on past interactions.
TikTok has many communities and niches within the app. One area that has taken off is the music side of TikTok. Because of how easy it is for videos to go viral on the app, it has become a great opportunity for smaller artists to get their music heard and has become a go-to app for discovering new music. It has also allowed older songs to have a second life. Insider reported, "Songs that trend on TikTok often end up charting on the Billboard 100 or Spotify Viral 50. And 67% of the app's users are more likely to seek out songs on music-streaming services after hearing them on TikTok, according to a November 2021 study conducted for TikTok by the music-analytics company MRC Data." The app has changed the way people interact with music. Now instead of just listening to a song you can use it to tell your own story through short videos. It allows you to participate and lean into the music.
As far as marketing, TikTok has created an entirely new demographic and stage for campaigns. It all has to do with User-generated content or UGC. All users on the app are now considered creators in some capacity and can put out content that has the ability to affect others. Influencers can be hired to promote songs in the background of their videos and when their videos take off, the music attached to them does at well. Even if a song is just used in the background of a morning routine or a "get ready with me" video, others will tend to use the same song to recreate the content. Influencers on TikTok have been able to make a profit as individuals from promo deals with labels. Due to creators' ability to easily go viral on TikTok, we have seen a rise in micro-influencers. This is crucial for labels and marketers because they are able to pay smaller influencers less money for videos to still get 10 million views. Song challenges have also gained popularity on the app. This includes choreographed dances, singing, or videos that must have a specific song to participate in the trend. TikTok users feel inspired to participate and further promote the song attached to the challenge. NPR shared consumer behavior data compiled by Cirisano showing, "TikTok users are more likely to spend money on music, and be more invested in it. 40% of active TikTok users pay a monthly subscription for music, compared to 25% of the general population. And 17% buy artist merchandise monthly, compared to 9% of the general population.”
TikTok has created many opportunities for influencers, the music industry, and marketers alike. The social media app allows labels and marketers to contact influencers, big and small, to promote their songs. The virality of the app has allowed the music industry to greatly benefit. The app has been around since 2016 and is only continuing to grow, taking the music industry along with it.