As a musician, you're always looking for new ways to reach your audience and grow your fan base. And in today's digital world, there's no shortage of platforms and strategies to choose from. But with so many options out there, it can be tough to know where to focus your efforts.
One platform that is definitely worth your attention is TikTok. In the unlikely case you are not familiar, TikTok is a social media app that allows users to create and share short videos. It's incredibly popular among Gen Z and millennials, and it's quickly becoming one of the most popular social media platforms out there.
So why should you care about TikTok marketing? There are a few reasons.
First, it's an incredibly cost-effective way to reach a large audience. With over 1 billion monthly active users, TikTok has a lot of potential for musicians looking to connect with new fans. And since the app is free to download and use, you don't necessarily have to spend any money on advertising or marketing campaigns.
Second, TikTok is an excellent way to build brand awareness and connect with your target audience. The platform provides a great opportunity to show off your personality and creativity, and users are more likely to engage with content that is authentic and relatable. This can go a long way in helping you build a strong connection with your fans, which music industry professionals are no doubt salivating over.
Finally, TikTok marketing is an excellent way to drive traffic to your website or other online platforms. If you include links to your website or online store in your profile or in your own videos, you'll make it easy for interested users to find your music and learn more about you. This can lead to increased sales and streams, as well as new fans discovering your music for the first time.
So if you're looking for a cost-effective way to reach a large audience and connect with potential fans, TikTok marketing is definitely worth considering. With its massive potential reach and ability to connect with users on a personal level, it's a strategy that any serious musician should be exploring.
Let's explore the best possible TikTok marketing strategy, with some of our recommended paths for independent musicians.
TikTok Ads
Similar to Facebook, Tiktok has their own advertising platform that allows for easy setup and development of a successful TikTok marketing strategy. This requires no actual TikTok presence or following, but will cost money.
TikTok Advertising is still a new platform in comparison to Facebook Advertising; however, it has potential to generate a higher return on investment. With TikTok Ads, musicians can reach a specific audience through interests and demographics. The ad formats can be less interruptive than other platforms, which may increase the likelihood of users engaging with the content.
On the right, here is an example of in-feed ads that TikTok users may see:
One of the best features of in-feed ads is that they are nearly indistinguishable from regular content, as the example above. You also have the ability to add multiple CTAs or visual add-ons to your content if that suits your strategy better. Ultimately, they allow a lot of flexibility and creativity.
A musician wants their music to be heard. Therefore it very valuable that in-feed ads are immersive full-screen, sound-on ads. That means you can ensure the majority of those using TikTok will not only be able to see your ad, but also hear it.
In addition, TikTok allows conversion tracking, so it is easier to see how effective ads are in driving sales, leads, or in the case of a musician, streams. Overall, TikTok Advertising may be a more effective platform for a musician or business that is able to create compelling video content for a younger demographic.
TikTok Influencer Marketing
As digital marketing continues to evolve, so too do the strategies that businesses use to reach their target audiences. One relatively new and increasingly popular method is influencer marketing. Influencer marketing involves partnering with social media users who have large followings and using their platforms to promote your brand or product. While this strategy can be effective, it is important to approach it in the right way.
Here are four tips for developing a successful influencer marketing strategy:
1. Do your research.
Not all social media users are created equal. It is important to do your research and identify influencers who have relevant audiences and who align with your brand values. Choosing creators that have fans likely in your desired target audience for your genre of music is an important variable to prioritize.
2. Be realistic.
Don't expect miracles from your influencer partners. A successful campaign will take time and effort to develop, so be patient and manage your expectations.
3. Set clear objectives.
What are you hoping to achieve through your influencer marketing campaign? Set clear objectives from the start and work with your partners to develop content that helps you meet those goals.
4. Measure success.
Keep track of your metrics and analyze the data from your campaign to determine what worked well and what could be improved upon. Influencer marketing is an ever-evolving field, so it is important to constantly adapt and improve your approach.
By collaborating with influencers who have a large following on the platform, musicians can reach a wider audience and generate buzz for their music. Creators can help to promote upcoming events or releases, and they can even collaborate on original songs or videos. When done right, working with the right TikTok creators can be a great way to boost visibility and grow an audience.
Create your own TikTok Content
Working with established creators is a great strategy, but why not try to develop a TikTok presence yourself?
According to TikTok Insights, 81% of users use TikTok to discover new products and brands. This proves short form video content on TikTok is not only viable, but actually sought out.
The key to success on any social media platform is creating content that engages users. On TikTok, that means creating short videos that are creative, funny, and memorable. Think outside the box and be sure to focus on quality over quantity. User generated content is king on TikTok.
Here are a few other tips when embarking on your content creation journey:
1. Collaborate with other creators.
Collaborating with other TikTok users is a great way to reach a new audience. Find creators who have a similar aesthetic or vibe and reach out to them about collaborating on a duet or joint video.
2. Join in on TikTok trends.
Don't let others have all the fun, capitalize on trends you see on your discover page that are going viral! This will expose your organic content to a whole new audience of TikTok users, and can help establish a following.
3. Use hashtags effectively.
Hashtags are one of the best ways to make your content discoverable on TikTok. Use a mix of popular, niche, and trending hashtags that relate to your music genre and style.
Do hashtags matter on TikTok?
Hashtags are an important part of Tik Tok's algorithm, and using them can help you reach a wider audience. When you use a hashtag, your video will appear in the feed of other users who have used the same hashtag. This makes it easy for people with similar interests to find your content. Hashtags can also be used to start and organize various trends and TikTok challenges, which can help increase your visibility on the TikTok app.
Furthermore, TikTok videos with hashtags are given SEO benefits. The search engine on TikTok is extremely effective at finding content relevant to a user's search phrase. Therefore, utilize hashtags to identify the category that best fits the nature of the content.
Lastly, hashtag challenges are a great way to create hype and start a trend surrounding your music or business. Encourage participation by involving other content creators and influencers to boost the overall excitement.
Ultimately, hashtag TikTok challenges, SEO optimization, and algorithmic benefits all point towards utilizing hashtags when creating content.
Which of the three mentioned ideas is the BEST Tik Tok marketing strategy?
Is it best to create ads, scout influencers, or create content yourself?
Each of these three options are powerful ways to complete your TikTok marketing strategy effectively. However, each has its pros and cons.
Social Media ads can be expensive and take experience to be able to optimize and get the best returns on your investment.
The cost of rallying influencers to your cause can vary, but may be easier depending on the influencer niche and genre of music.
Creating content yourself is by far the easiest to do, and it is also free to create your own videos on TikTok. The reach of organic content is often not as large as paid ads though, so success is the hardest.
Think of the three discussed music marketing options with the below chart when deciding which marketing strategy to start with.
What is the best song to use on TikTok?
There is always a list of trending music and sounds on TikTok. These sounds are great to use because of the algorithmic benefits creators are rewarded with when creating content around popular audios.
Getting your own track into this list of recommended audios for user generated content is no easy task, but if you are a creative individual, try to brainstorm a trend that can accompany your audio. When done right, this can help your song go viral on TikTok first, and then streaming services like Spotify and Apple Music after.
Can I make money on TikTok?
Yes, you can make money as a content creator on TikTok. Although the platform does not pay as high rates as some other social media platforms, this can be a viable new revenue stream for an artist. Seeing how little independent artists are paid for their hard earned streams, you can use TikTok content to not only grow your popularity, but also to support your income.
How much does TikTok pay per 1000 views?
TikTok creators can earn up to 4 cents each time you click. It is expected that the amount will range from $30-40 when you get over 200,000 views. Honestly, it could be worse (*cough cough apple music and spotify cough cough*)
Can I make money off of my music on TikTok?
Not only can you make money off of your content, but you can make royalties when your songs are played and enjoyed by viewers. Learn more about TikTok's relatively new plan to pay artists their fair share here.
Why is TikTok a good marketing tool?
In addition to its huge user base, TikTok's algorithm is designed to show users content that they are likely to find interesting or entertaining. This means that using TikTok as a marketing tool can result in content being seen by people who are interested in their products or services. Moreover, the average active TikTok user is typically young and relatively affluent, making them an attractive target market for many suitors.
Finally, TikTok provides businesses with an opportunity to forge genuine relationships with their customers. By creating engaging and entertaining content, musicians and businesses can establish themselves as trusted creators that customers will want to come back to again and again. In short, TikTok is a powerful marketing tool that should not be overlooked.
What artists were discovered on TikTok?
There are plenty of musicians who have attracted their fanbase due to going viral on tiktok. A few of these artists include Mike Dimes, Trevor Daniel, Arizona Zervas, Lil Nas X, Doja Cat, and Yeat. However, TikTok has also helped established artists like Jack Harlow, Yung Gravy, Lil Mosey, Don Toliver, 24kGoldn (and plenty others...) grow even bigger. TikTok is a unique social media platform that can help both independent and established artists alike.
FAQs: Commonly Asked TikTok Marketing Strategy Questions
Let's dive into even more specific questions about TikTok marketing.
How do I begin advertising on TikTok?
Not sure how to switch to business account on TikTok? Check out more here.
Which social media advertising platform is best?
We mentioned advertising on Facebook and Instagram, but is Meta better or worse than using TikTok? In truth, a TikTok digital marketing campaign is a relatively new concept. Meta business center and their paid advertising platform is more established and trusted.
However, with updated settings and privacy on iOS devices, advertising with social media platforms is more difficult than in the past. For that reason, we recommend choosing one option and sticking with that platform.
TikTok ads have the potential to surpass Facebook and Instagram ads in terms of effectiveness, especially for musicians. However, it remains to be seen quite yet which of the social media channels is best for digital marketing.
Can I upload to TikTok from PC?
Yes, you can. Often, a business or musician attempting to post on TikTok will have no access to their mobile device. Or, they are editing a piece of content on a computer, and would like to upload that specific material directly to TikTok. Using a TikTok desktop app, or the TikTok website, this is possible.
What app do people use to make TikToks?
Popular free editing tools on the PC include Canva and Visme. Popular free editing apps for your mobile device include CapCut and iMovie.
How much does it cost to run TikTok ads?
TikTok ads start at $10 per CPM (cost per 1000 views). Also, they require you to spend a minimum of $500 on a campaign. So you aren't going to use formal TikTok ads for a cheap and cheerful viral marketing campaign.
How much do TikTok influencers charge per post?
TikTok influencers can charge anywhere from $50 to $10,000 per post, depending on their follower count, engagement rate, and other factors. Rates vary widely depending on the influencer's follower count and engagement rate. Generally speaking, micro influencers (those with between 1,000 and 100,000 followers) can charge between $50 and $500 per post, while macro influencers (those with over 100,000 followers) can charge upwards of $1,000 per post. Of course, these rates are just general guidelines, and the actual amount that an influencer charges will depend on a number of factors.
Are micro or macro influencers better?
Although macro influencers have a larger reach, micro influencers usually have a more niche following, and more initiate relationship with followers. As a result, brands that partner with micro influencers can expect to see higher levels of engagement while brands that partner with macro influencers can expect to see higher amount of reach. Ultimately, the decision of whether to partner with a micro or macro social media influencer depends on the goals of the campaign.
What is the best time of day to post on TikTok?
If you're looking to get the most views and engagement on your TikTok videos, the best time to post is during peak hours. In general, these are weekdays from 6-10 p.m. and weekends from 12-10 p.m. EST.
However, it's important to note that your specific audience may be active at different times. For example, if you're targeting a teen audience, they may be more active after school and on weekends.
The best way to find out when your audience is most active is to experiment with different posting times and track the results. Pay attention to how many views and likes you get on each video, as well as any comments or shares. Over time, you'll be able to identify the best time of day to post for maximum engagement from your followers.
How many TikToks should you post a day?
1-3 posts per day is ideal as a general guideline, as posting videos on a regular basis helps keep your audience engaged and encourages them to come back for more. However, there is no magic number of videos to post each day, consistency is the real key. If you can only post 1-3 times a week, but stay consistent with that output rate, that is still adequate.
Of course, the content of your posts is also important. Remember to focus on quality over quantity. Rather than churning out a bunch of low-quality videos, take the time to produce a few high-quality ones.
Additionally, make sure to vary the types of videos you share, and focus on creating quality content that will resonate with your audience.
In Conclusion
TikTok has taken the world by storm, amassing over a billion active users worldwide. The short-form video app offers a unique and engaging platform for active TikTok users to create and share content. For musicians, TikTok can be a powerful marketing tool to reach new audiences and build a fan base.
In a recent survey of music industry professionals, TikTok was cited as one of the most important social media platforms for artists to be on in 2021. While some users worry that the platform is a passing fad, the data suggests otherwise. In fact, even a big label artist's official tiktok account is becoming a staple on the platform.
TikTok is here to stay, and savvy musicians who are early adopters of the platform will have a leg up on the competition. As we move into 2023, brands and businesses will continue to increasing their investment in TikTok marketing. For musicians, this presents an opportunity to connect with fans and grow their careers like never before.