How to Promote Music on TikTok

Music fans are constantly on the lookout for the next big thing. On the other side sit the recording artists who want to be the next big thing. That’s always been true. That said, music promotion changes with the times. Spinning records on the radio, or playing videos on MTV used to be the way to break an artist, now it’s all about music and video streaming platforms, like TikTok. Right in the middle are the influencers. They are the first to discover the next big thing and they want share to share the music with their followers. 

What is TikTok

TikTok, a video-sharing application, enables users to produce and distribute brief videos on various subjects. While primarily designed for mobile use, TikTok videos can also be viewed through the web app. Users have the opportunity to unleash their creativity by incorporating filters, stickers, voiceovers, sound effects, and background music into their content on this platform.

With more than 1 billion monthly active users, TikTok stands as the fourth-largest social media platform globally in terms of user engagement. Surpassing the user base of Snapchat, TikTok is rapidly closing in on Instagram's numbers, demonstrating its significant and growing influence.

The videos that users upload to the platform can be as short as 15 seconds, but as long as three minutes — and they’re played against an audio clip which is usually music. Sure, they may be amateur-looking recordings, but that’s part of their appeal which is real people trying to be funny, or look sexy, or be cool, and many times failing on all fronts. 

Artists that used TikTok to achieve viral fame in 2023 include Aliyah’s Interlude, Austin Williams, FIFTY FIFTY, Flyanna Boss, Kenya Grace, and Paul Russell. If you're a musician or songwriter having your music backing a viral TikTok video would be a lucky break. Influencers make that happen, but more on that later. 

As of January 2024, it was discovered that 18% of TikTok's worldwide user base comprised women aged 18 to 24, while male users in the same age bracket constituted approximately 18.6% of the platform's audience. Additionally, the online audience of this popular social video platform included 15% of female users aged 25 to 34, along with 17.6% of male users in the corresponding age group.

Go Viral on TikTok

When you are a TikTok user the platform creates a unique user feed called the For You page. This feed tailors its content recommendations to the individual preferences of each user. The algorithm ranks videos by considering a blend of factors, beginning with the interests expressed during a user's initial interactions. It also takes into account the user's feedback, incorporating both indicated interests and dislikes to curate a personalized For You feed.

Once an artist features their song as a snippet in a video, that video begins to surface on the For You Page of other users. If they enjoy it, they might respond with their own video referencing it, and it only takes two clicks for them to use the same audio clip in their content.

As this process unfolds, with users lip-syncing to your song, a potential chain reaction ensues. Others may follow suit, creating a ripple effect that could propel the song to viral status, courtesy of the algorithm consistently promoting similar videos to other users. This viral potential is further enhanced by the strategic use of hashtags and other tools, but the prerequisite is to make your music accessible on TikTok.

It's important to grasp the inherent unpredictability embedded in the TikTok algorithm. Consequently, when collaborating with influencers, it's advisable to diversify your budget across as many influencers as possible. Consider it akin to pulling the lever of a slot machine for virality – the more you pull, the better your chances of hitting the jackpot. In this context, the jackpot signifies achieving viral status.

Getting Your Music Featured on TikTok

Making your music available on TikTok is a straightforward process, typically facilitated through third-party services like CDBaby or Ditto. Once your music is included in the library through these music distribution platforms, it becomes accessible on various platforms, including Spotify and Apple Music.

3 Key Considerations For TikTok Success

After successfully getting your music on TikTok, there are a few key considerations to bear in mind.

1. Cater to Your Audience

TikTok places a greater emphasis on its users rather than the artists. The platform isn't designed to make you the focal point; instead, it encourages users to incorporate your song into their videos. The key is to shift the focus towards them, making it more about the users' experience with your music rather than promoting yourself.

2. Consider Older Songs

While many artists tend to believe their latest song is their best, it's crucial to recognize that being catchy and fun is more likely to capture the imaginations of TikTok users. Your most recent creation may indeed be outstanding, but it's essential to consider your entire catalog. Instead of solely focusing on your latest work, evaluate your entire collection to pinpoint the track that best resonates with your intended audience for TikTok.

3. Use Hashtags

Leverage the power of hashtags—they can significantly enhance your TikTok strategy. Thoughtfully craft hashtags that align with your content. Collaborating with influencers is advantageous, especially considering their expertise in utilizing hashtags effectively. As a video gains popularity, the algorithm propels it to a broader audience, making hashtags an excellent tool for increasing exposure.

7 Tips for Promoting Music on TikTok

Once your music is available there are things you can do to increase the chances one of your songs will trend. 

1. Focus on the Hook

Given the 60-second time limit for TikTok videos, your content needs to grab attention quickly. Incorporate a catchy hook early on, especially one that resonates with TikTok's predominantly younger user base. A viral-worthy formula involves a memorable hook paired with straightforward and appealing lyrics.

2. Engage Your Fans with Challenges

Embrace the TikTok community's love for challenges by organizing contests. Encourage users to showcase their creativity through unique content, alleviating some of the promotional burdens on artists. TikTok enthusiasts thrive on dance routines, lip-syncing, and playful dress-up, so tailor your challenges accordingly. Consider offering prizes to elevate the engagement level, focusing on categories like best dance, top lip-sync, funniest video, or most creative costume. Collaborating with influencers can amplify the promotion of your contests and content.

3. Embrace the Follower Mentality

While you don't need to conform to music trends, gaining followers is crucial. Start by following other artists and influencers to organically grow your fanbase. Actively engage with their content through reactions, as TikTok allows video responses. This not only increases your visibility but may attract other artists and influencers to follow you.

4. Utilize the Duet Feature

Leverage the duet feature to expand your music's reach. Collaborate with fellow musicians, engaging in reciprocal duets that expose your audiences to each other's work. After hitting the share button, locate the Duet button to initiate this collaborative feature.

5. Prioritize Authenticity

TikTok users value authenticity over polished aesthetics. Your content doesn't have to be visually flawless; it just needs to exude authenticity and fun. A laid-back approach, coupled with an engaging challenge or your music, can encourage others to participate in the trend.

6. Use Memes

Tap into the viral potential of memes by incorporating them into your content. Memes should be memorable and align with the spirit of your music. Collaborating with influencers, who excel in creating eye-catching visuals and clever memes, can enhance your TikTok presence.

7. Share Across Platforms

While TikTok is currently prominent, it's essential to diversify your reach. Don't overlook older platforms; share your content across various social media channels, including Instagram Stories, Twitter, Facebook, Snapchat, and others. Broadening your presence ensures that your music appeals to a wider audience.

Using Functions on TikTok

The TikTok app offers several user-friendly features that simplify the process of shooting and editing videos. While a 60-second single-take video works well, there are additional options for creating content to upload on TikTok. The app provides a seamless way to piece together various segments into a cohesive video. Simply pause recording, change your location or costume, and resume recording when ready.

TikTok also allows you to synchronize your video with a chosen song. After selecting the desired song and segment, you begin recording. The song pauses when you stop recording and resumes when you're ready to continue shooting. This user-friendly approach accommodates all skill levels, and for those with editing expertise, the option to use timeline-based video editing software like Adobe Premiere Pro is available. You can then upload your edited video to the platform.

Partnering with Influencers

We've been discussing the valuable role influencers play in artists' marketing strategies. Not too long ago, before social media took center stage, some bands and artists relied on street teams, often organized by their record labels. As the name implies, street team members hit the streets to directly promote the artist to the public. They plastered posters and stickers, called local radio stations to request songs, and enthusiastically built hype around the artist to anyone willing to listen.

With the advent of social media, this style of marketing has become more accessible. It requires less physical effort, is cost-effective, and doesn't necessarily demand a record label's involvement. Influencers essentially serve as one-person street teams, with their social media feeds acting as the streets. These influencers and their followers form "stream teams," sharing content with thousands of fans and introducing them to new artists, potentially including you.

Influencers are consistently engaged in promoting content and don't actively seek out new music. Artists must take the initiative to forge partnerships with these social media influencers. This is where companies like SpaceLoud come into play, facilitating collaborations between artists and these influential figures in the digital landscape.

What is SpaceLoud?

SpaceLoud serves as a platform that fosters connections between artists and influencers, establishing mutually beneficial relationships for all parties involved. For artists, this means expanding their follower base and enjoying increased exposure. Influencers not only earn money but also elevate their profiles by consistently crafting and sharing new content featuring the best music available.

Once a campaign concludes and the influencer has shared your music on the specified channels, they provide evidence of the impact through uploaded screenshots displaying post statistics. These insights allow you to gauge user engagement, track the number of likes and shares, and monitor how many clicks lead to your website or other music pages.

You’re In Control

Facilitating the promotion of your music through influencers is a straightforward process. The initial step involves registering for a free account, and yes, joining is entirely free with no costs until the campaign is finished.

As an artist, you retain full control over various aspects, including:

Your Money

You have complete control over the budget for your campaign. You determine the value of showcasing your music to a broad audience, and you set the budget in advance, giving you full autonomy over your investment.

Who You Work With

You also have control over who you partner with. You can search for influencers that use certain types of platforms like TikTok, Facebook, Instagram, Snapchat, and YouTube. You can also search for influencers who are into the same music as you create. Choose the ones you think will be the best fit. You can also create a campaign and let influencers come to you. 

Your Preferred Platforms

You also have the authority to instruct influencers on the desired destination for the traffic they generate. Whether it's directing users to music platforms like Spotify, Bandcamp, and SoundCloud, or guiding them to your website for album purchases, concert tickets, and merchandise, you have the flexibility to decide where the audience should be directed.

Your Timeline

Timing plays a crucial role. After your campaign is accepted or when you've approved an influencer, you communicate the specific start date for their promotional efforts. This strategic approach becomes particularly beneficial when coordinating promotions for a record release or a concert tour.

Your Future

Once your campaign is in motion, the responsibility falls on you to capitalize on the outcomes. Repost the content and fully harness the extensive reach and social proof that influencers provide. Collaborating with influencers represents one of the most innovative methods to promote your music in the contemporary landscape. Integrating influencer music marketing into your overall strategy is pivotal and is expected to gain even greater significance in the future.

Use Your Influence on TikTok to Promote Music

You might already be an influencer, even if you're unaware of it. Do you boast a substantial following across various social media platforms? Are you consistently posting and generating engagement through shares, likes, retweets, and comments? If so, you can leverage your audience to promote emerging talent and earn income for your efforts. 

Joining SpaceLoud empowers you to select the artists you want to collaborate with based on their music style or simply because you admire their dedication. By doing so, you not only contribute to growing their fanbase but also expand your influence. It's a mutually beneficial situation, and yes, you'll receive compensation for your contributions. Initiating the process to become a SpaceLoud influencer is straightforward and rewarding.

Promote Your TikTok Music Now

Like every artist, your goal is to expose your music to as many people as possible. SpaceLoud facilitates this objective by connecting artists with top social media influencers, making the entire process seamless. Join now and let your music be heard!