Not only has Tiktok dominated the world of music marketing but it may have changed the way we discover and engage with music and its creators forever. More and more artists are jumping on the TikTok bandwagon as a way to promote their music and grow their following. Lil Nas X, Olivia Rodrigo and CKay are just a few examples of artists who owe much of their success to the app. Whether we like it or not, being viral matters in today’s music climate and if used wisely, TikTok can be the golden ticket to widespread recognition.
Why should I use TikTok?
TikTok is different to any other video platform in that the majority of active TikTok consumers also create content of their own. This creates a content ecosystem that grows at a much faster rate than other social media platforms, which is supported by the platform’s unique and effective algorithm. Unlike other social media platforms where users engage mostly with accounts they follow, TikTok’s ‘ForYou’ page enables users to discover new creators and content based on their interests. Although this means users have much less control over the content they consume, their interest engagement is sustained by the added sense of spontaneity and unpredictability.
For music creators, TikTok’s algorithm can be beneficial since it increases the likelihood of your videos getting discovered, and in turn, increases the chances of your video and music going viral. If your video goes viral then viewers will be more likely to check out your profile, listen to your music, and so on and so forth. TikTok also allows its creators to showcase their personalities in a more dynamic and organic way. Its 360 multimedia format gives users an insight into other people’s lives and allows audiences to connect with creators on a more intimate level.
What can I do to grow my following on TikTok?
Post regularly and at peak times
It’s simple: the more often you post the higher chance you have of popping up on someone’s For You page. Check your analytics to see what times are most popular for people to like your post and create a posting timetable to keep yourself on track.
Use relevant hashtags
Having a strong hashtag strategy is vital to your overall growth on TikTok. The easiest way to find relevant hashtags is to search for a word most related to your style of music or expertise and see what hashtags come up. Mix popular hashtags with less popular ones, key an eye on popular and trending hashtags and utilise the most relevant hashtags within your niche.
Follow trends in creative ways
Whilst trends may seem counterproductive to originality, they can play a huge role in growing your following and are an easy way to come up with content ideas. That being said, it’s important to play your own twist on Tiktok trends to make sure you don’t get lost in the grain. Try not to take yourself too seriously and give your creative take on what trends are popular at the time.
Engage with music creators you’d like to collaborate with
Following other music creators is not only a great source of inspiration for new content ideas but it also can bring you opportunities to collaborate and increase your following as a result. Engage with creators that you identify with and even try reaching out to them to see if they’d be willing to collaborate on a post.
As Public Enemy member Chuck D once said, “Before people buy from you, they have to buy into you”. One of the greatest advantages of TikTok is that it allows you to showcase your personality on a different level from other social media platforms. Try to show yourself in a way that is true to yourself. This will help you form a stronger relationship with your followers and define your personal brand.
Spend more time on TikTok
The best way to get a feel of what people are engaging with and liking most on TikTok is simply by spending more time on the app. Take in and make note of what videos people are creating, the tone of voice and editing style of popular videos and trends and hashtags creators use.
Keep content concise
The main purpose of TikTok is to convey your message in a condensed, time-limited format. Although Tiktok now allows you to upload videos up to 10 minutes long, the most popular videos fall within the optimal recommended video length of 21 to 34 seconds. Find ways of making your content as concise as possible to spark maximum interest in your videos.