In recent years, TikTok has emerged as a social media and music juggernaut. For independent artists, it presents both immense opportunities and distinct challenges. By 2023, with over 2 billion downloads worldwide and a devoted Gen Z and young millennial audience, users are deeply engaged, spending an average of 52 minutes daily on the platform. This high engagement has resulted in countless new music hits going viral and new superstars minted. 

Let’s dive into this channel, and learn how we can effectively use TikTok to scale your song’s exposure, outside of the regular “viral” gambling method. 

Ads on TikTok - more important than you think.

TikTok offers an unparalleled platform for organic reach, with countless creators skyrocketing to viral status almost instantly. However, this broad exposure is a double-edged sword, ushering in a realm of fierce competition. A notable 68% of users in 2022 engaged with creators they hadn't initially followed, highlighting the platform's unpredictable nature. In such a volatile environment, relying solely on organic growth can be a gamble. This is where ads step in as a game-changer. Ads are no longer just an option but a strategic necessity for artists aiming to solidify their presence. 

Don’t believe us? Here are some figures we collected:

TikTok Music and Influence Stats

The main takeaway here is that TikTok boasts 750 million users that discover music through the platform and if you run ads to all of these, 9% would listen to your music– i.e. 67 million potential fans that you can acquire through ads!

Additionally, did you know that TikTok users are SIGNIFICANTLY more impactful when it comes to music than Non-TikTok users? From Follows to Discoveries to Purchases, TikTok users are consistently twice as likely to engage with music. Check out the Statista chart below:

Influence of TikTok on music related activities in the last year in the United States in 2022

Source: Statista

Convinced? Now let’s dive into what you can do to jump on this train: 

Strategies for Effective TikTok Advertising

When advertising on TikTok, it's vital to craft content that resonates with the audience before amplifying its reach with ads. TikTok's advertising system, centered around in-feed videos, is masterfully crafted to merge with regular content. 

Based on our extensive work automating ads, here are our 5 top common elements in successful music advertisement campaigns on TikTok: 

  1. Ads are typically short (under 15 seconds).
  2. Music track is focused on catchy hooks that encourage user interaction. 
  3. Leverage TikTok Analytics to gain insights into audience demographics and engagement patterns to shape ad placements and investments. 
  4. Ensure that the artist's authentic voice is preserved in the process.
  5. Have a clear attribution process to measure final streams generated in streaming platforms. 

YOUR JOB: Make amazing creatives!

The demographic profile of TikTok, with 60% of its users being aged 16-24, demands a specific content approach. What resonates on Facebook or Twitter might not necessarily strike a chord on TikTok. Moreover, the unpredictability of the TikTok algorithm adds another layer of complexity. For independent artists, balancing the art of music creation with the science of TikTok advertising can often become overwhelming. We’re here to make it easier, here are some tips on creating content that resonates, without it becoming your new full-time job!:

  • Hop on Trends: Regularly monitor trending sounds and challenges. Integrate them with your musical style.
  • Be Authentic: Gen Z values authenticity. Share behind-the-scenes glimpses, raw moments, and personal stories.
  • Collaborate: Team up with other creators to expand your reach. Duets or reaction videos can amplify your content's visibility.
  • Use Visual Storytelling: Use captivating visuals or short narratives in your videos to engage viewers right from the start.
  • Deploy Interactive Elements: Use polls, questions, or other interactive TikTok features to drive engagement and make viewers feel a part of your journey.

OUR JOB: Take care of everything else!

Tapping into the benefits of TikTok advertising just got more accessible. We're thrilled to announce that SongFly has now integrated with TikTok ads, a groundbreaking move, and the first of its kind. Recognizing the challenges that independent artists face, this integration aims to bridge the gap, streamlining the ad creation and launch process. Now, artists can launch an entire, full-fledged TikTok ad campaign for your song in just one click – without getting bogged down with technical complexities.

Ready to get started? Check out our packages and more info on your dashboard, and watch the video below for a full dive-in on SongFly benefits: How Independent Artists Can Use This Tool to Reach New Fans, Fast! (SongFly Product Overview) - YouTube


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