As of 2023, TikTok has official reached over 1 billion monthly active users. It is the platform that has innovated the way we consume and create. One of the most significant components of TikTok’s success is the role of music in its content. The app was able to offer artists a new way to promote their music with the help of its 15 to 60 second video format. Music advertising on TikTok has become a powerful marketing tool for reaching younger audiences.
TikTok’s Algorithm
TikTok’s algorithm is designed to generate a personalized homepage for each user: the For You page. According to TikTok, “The system recommends content by ranking videos based on a combination of factors – starting from interests you express as a new user and adjusting for things you indicate you’re not interested in, too – to form your personalized For You feed”.
Machine learning is used in the case of viral songs. Artificial intelligence studies user behavior in order to provide to users their own custom content. The algorithm pushes a song to a larger audience when it grows in popularity. TikTok measures a song’s popularity by using hashtags and statistics like account views, likes, and shares. Moreover, the algorithm takes into account how long users spend watching videos. Indeed, a video will more likely be advertised if it is able to hold users’ attention for a larger amount of time.
Why a Song Goes Viral
The viral nature of TikTok makes it a good platform for musicians as it allows users to discover new songs everyday. Once a song goes viral on the app, it can quickly spread, and therefore increase the recognition of the artist. The algorithm of TikTok recommends videos based on user interactions. When a creator posts engaging content that includes a particular song, their video can be promoted to other users. The chain will create a domino effect that can make a song go viral in only a matter of hours. Obviously, TikTok has become an exceptional tool for big and smaller artists who want to advertise their music since any song has the potential to go viral on the app.
Many factors can contribute to a song going viral. For example, songs with an appealing melody and memorable lyrics tend to do well on TikTok since users can easily dance and lip-sync to them. The music should also be easily recognizable. Many popular songs come with a dance challenge, encouraging TikTok creators to shoot their own videos with the sound. Creating funny or relatable content associated with a song can also help build its notoriety. Because memes and trends often start on TikTok, they can boost the popularity of a song.
Music Advertising on TikTok
Without a shadow of doubt, TikTok is an excellent platform for music-based marketing. Nowadays, TikTok creators are able to promote products, services and even songs. Music has become an integral part of digital marketing because it helps create a connection with the audience. From memorable soundtracks to viral dance challenges, music advertising on TikTok has the power to capture the attention of millions of people.
Bibliography
Ruby, D. (2022, June 10). TikTok User Statistics (2022): How many TikTok Users Are There. Demandsage. https://www.demandsage.com/tiktok-user-statistics/
TikTok. (2020, June 18). How TikTok recommends videos #ForYou. Newsroom | TikTok. https://newsroom.tiktok.com/en-us/how-tiktok-recommends-videos-for-you
G, K., & ola. (2022, November 4). How Artists Are Going Viral On TikTok – Net Influencer. www.netinfluencer.com. https://www.netinfluencer.com/how-artists-are-going-viral-on-tiktok/
Whateley, D. (2021, October 19). How TikTok is changing the music industry. Business Insider. https://www.businessinsider.com/how-tiktok-is-changing-the-music-industry-marketing-discovery-2021-7
