“I’m over 25, TikTok is not for me anymore.”
Who hasn’t heard this sentence before? As a musician, it’s often difficult to view current developments as a business. The reason is that as a musician, you also feel like a consumer.
TikTok is not for you, but for your target audience. Those who stand still get overtaken, and that’s exactly what happens in the music industry.
Gen Z does not need to differentiate between businesses and consumers on TikTok. Many young people understand and like TikTok, so it’s not hard to see the value or use the platform for oneself without questioning it.
That there is value is beyond question. With its fast algorithm and relatively simple triggering, it’s possible to quickly and cost-effectively generate a lot of reach. With simple mobile videos, you’re not at a quality disadvantage but are following the path the platform dictates.
You can’t break the algorithm by posting too often; each post is evaluated individually by the algorithm, which is why some artists post 10+ TikToks per day during the promo phase. Following the motto: “There will be one that goes viral.” Content that works can then be used on other platforms as well.
But the platform can be used not only to find working content. Companies also use the platform to gauge the potential of a product before it hits the market. If the product works on TikTok, it can be further developed. By analogy, this can also test which song is worth a full production. You post different samples until you find one that works: That’s the song!
So, TikTok brings many advantages that artists can utilize. Whether TikTok continues to gain relevance remains to be seen, but one thing is certain: The mindset that TikTok has taught the music industry is definitely here and will play an increasingly significant role in marketing in the future.
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