With nearly a billion users and over 2 billion downloads since its launch in 2017, TikTok is the biggest, fastest-growing social media platform in the world. It’s extremely popular among youth, who make up slightly more than half of its users. Its interface consists of short -15 second to 3 minutes long- videos on various topics, from dancing and comedy to politics and fantasy.
It has grown to become a global app, and it’s had a very profound effect on the music industry. Because of how short TikTok videos usually are, a catchy and short chorus or hook from a song is a must have to grab attention. The fad of challenges and hashtag contests means that a hit chorus can easily reach 100 million or more users in a matter of hours. As such, how well a track resonates with the TikTok crowd can make or break a new song, and directly affects which songs make it on the charts and which don’t.
TikTok is a new social media platform that has been making waves for its diverse content. From funny videos to motivational clips and even cute animals, TikTok offers its audience a lot of entertainment.
TikTok offers its users filters, sound effects, audiovisual effects, and so much more to enhance their experience with the app. It is a mobile application that allows people to upload all forms of video content and even add tags and written content to the effects.
How are musicians taking advantage of this? By tailoring their releases to appeal to Tiktokers. Here are a few methods musicians are employing.
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The Perfect Hook
A short, catchy lyrical hook or snazzy chorus has every chance of becoming an instant hit. Tiktok started out with videos only 15 seconds long, and memorable excerpts from songs that people will sing or dance along to are a sure success. An example would be the chorus from Overwhelmed by Royal and the Serpents
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Contests and Challenges
Tiktok challenges are more often than not so popular that they spill into other social media platforms, such as Instagram and Twitter. A fun, easy-to-follow challenge or contest invites people to tag along and join the party like few things can. Musicians sometimes also take part in the contests, offering prizes such as tickets to a concert, a shoutout on their own platform, or even a conversation on Instagram Live to the best performance, the most liked rendition or the favorite by popular vote. One such contest was the Silhouette Challenge, which featured Paul Anka’s Put Your Head on My Shoulder before a segue into Doja Cat’s Streets.
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Relevant Hashtags
A hashtag can mean a lot of things in today’s digitized world. A cry for help, shining a spotlight on injustice and inequality, recognition of a moment of brilliance in the sports arena or on the entertainment stage. Trends that resonate with others or are relatable and make people think, “Yeah, me too.” Hashtags are integral to international conversation and connect everyday people everywhere. A song that echoes the sentiments of a trending hashtag often becomes the voice of said hashtag and a smash hit. A Carnyeval mashup of Post Malone’s Congratulations and Childish Gambino’s This is America became the sound of the BLM protests that followed in the wake of George Floyd’s murder.
TikTok may have a reputation as a kid’s toy, something not for adults, but the fact is that as a social media platform, it has become a major player on the global stage. Any songs that become hits among TikTok’s influencers almost always become chart-toppers. Artists would do well to use it fully.
