With 500 million users worldwide and counting, TikTok is one of the fastest growing social media platforms. This is why it's essential to start using TikTok to promote your music for FREE.
Getting your music into the mix presents a goldmine when it comes to new followers. TikTok defines itself as “the leading destination for short-form mobile video” with a mission “to inspire creativity and bring joy.” The app was adapted from its predecessor Musical.ly - a lip-syncing video app - so quite naturally, music has been established as a major part of said creativity and joy on this explosive new platform.
From dance tutorials, lip-syncing videos and pranks to fashion, science experiments and cute animals, there really is something for everyone. Notably, considering the general (lack of) attention span of social media users these days, it is beneficial that TikTok videos are typically only 15 seconds long; not quite enough time for listeners to lose interest, and just enough time for a potential fan to notice your song and go looking for more!
Take rapper Supa Dupa Humble, for example. He released “Steppin’” in 2017, and at the time the song didn’t get much response. Then a year and half goes by, and he began to notice a significant increase in his song’s YouTube views, as well as Spotify streams and follows. When he investigated, he found that his song had been used as the soundtrack to a meme that went viral on TikTok, giving him the added exposure that led to his sudden rise in numbers across platforms. “It was unbelievable,” he told TIME. We’ve all heard about Lil Nas X’s song “Old Town Road” blowing up on the app with the #Yeehaw challenge, but he is only one of many who have experienced a rapid boost in fans after their music hit on TikTok.
How you can use TikTok to grow your fanbase
You can create a profile on TikTok and share your own short-form videos, using your original songs, to promote your music and brand! Read on to find out how to get your music onto the platform, and for more helpful tips to serve as a guide on your TikTok adventure:
Instagram is also a valuable platform for promoting your music:
Discover 5 Proven Steps to Promote your Music on Instagram for free.
Get your music on TikTok
Music distribution companies are catching on. DistroKid and CDbaby recently announced that they now offer distribution to TikTok as well as the established list of streaming platforms such as Spotify, Apple and Amazon and other social media sites. Even if your music is not directly distributed to TikTok, you can create videos and post with “original sound”, which simply means the audio comes from your own video. Crank your song in the background and shoot a short video. Dance around (in your awesome new merch, obviously). Capture your pet’s funny side, or draw a picture highlighting the story of your song. Whichever method you choose, the most important thing is getting your music into this app so that your songs can be heard by new ears.
Quick tip: Make sure your profile links to your other social channels and website.
Say hello to Generation Z
This platform’s primary audience is between the ages of 13-24; in other words, here is where you’ll find the millenials and Gen Zs who are driving the trends in social media right now and for the foreseeable future. Hootsuite gives the low down on the values of the young Gen Z audience: diversity, equality, individual expression. From dance challenges to science experiments and everything in between, TikTok is the perfect place to let your personality shine through! Additionally, Gen Zs are digitally savvy, favor the mobile format (TikTok does, too), are likely to put their money where their own values are, and are unafraid to make online purchases.
Quick tip: Create content that directly appeals to this demographic, then show them where they can go online to buy your awesome tunes.
It's important to remember that TikTok isn't for everyone...There's other ways to to promote your music and reach new fans: why not check out our FREE Tour Hacking Workshop?
Use hashtags
Just as with any social media platform, hashtags are an important part of engagement, and this is especially so with TikTok. As I open up the app in real-time, the top trending hashtags are #makeuphacks (self explanatory), #PlayWithLife (The Sims challenge), and #holi2020 (colorful powder-coated Holi festival-goers), and all of these videos contain a soundtrack of some sort.
Influencer Marketing Hub offers some great insight on the best way to use hashtags to your advantage when it comes to posting TikTok videos: Create your own branded hashtag(s), search and apply trending and relevant hashtags, take note of popular and similar artists’ hashtag game, and start or engage in a Hashtag Challenge using your music. Forbes confirms that hashtags, especially hashtag challenges, are the way to go to really make a mark on the platform and gain views.
Quick tip: ALWAYS use #fyp to get on the For You page for maximum exposure [Cyber PR].
Explore: Spotlight & TikTok Ads
TikTok has launched an initiative called Spotlight in Japan and South Korea, which recruits talent specifically for the app to ensure consistently fresh new music for users. Artists can submit audition videos through the app and, if selected, get access to the company’s label partners and publishers, opening up possible recording opportunities [Tech Crunch]. TikTok Ads is an option for promoting your music through more traditional paid advertising on the platform.
Quick tip: Social Media Examiner warns that the ROI may not be worth it for indie artists & smaller businesses just yet.
You can find out what other likeminded artists think about TikTok by joining our free Modern Musician community on Facebook: Join now.
New decade = New strategy
During my own research into this popular new platform, I found myself entranced by dancing people and dancing cornstarch, LOLing at ridiculous pranks, and actively searching for more adorable animal videos - ALL of which featured music in some form or another. Step outside of the box with your music for the betterment of your business, and have some fun while you’re at it!
Next step: Create your TikTok account
Now you’re ready to conquer the world of TikTok with your one-of-a-kind music and dazzling personality. Get creative, remember your #hashtags, and go meet those new fans - they’re waiting for you!
If you'd like to learn more about how we help independent musicians make a sustainable living from their music careers, you can apply for a free strategy session with one of our artist coaches: