Songfluencer has worked with hundreds of artists on their TikTok campaigns. While it is impossible to know exactly what works vs. what does not work, there are some common themes present with most successful TikTok songs/campaigns.
When these 3 elements are unique, creative, and aligned - we tend to see great results for artists on TikTok. For part three we dive into the third element - artist/marketing participation.
ELEMENT #3: THE IMPORTANCE OF ARTIST/MARKETING PARTICIPATION
Artist participation/involvement in the campaign can help support growth and be a primary ingredient to overall performance. The same way it's difficult for a publicist to build a story around an artist that has nothing going on, it's difficult to generate a viral hit from nothing. An artist can do so many things to support their music on this platform. Regardless if you're hiring influencers or not to promote your music, having intentionality on the TikTok platform, using yourself (the artist) as an influencer, running adjacent marketing activities, and evangelizing current fans could be the catalyst for success. Consider the following:
Kidd Kenn "U 2 Funny"
If you scroll through the videos created using this sound you will see that Kidd Kenn himself did roughly 10+ videos to support his efforts on TikTok. Each video he did was relatively different from the other ones he posted, but still used a similar structure and segment of the song. His efforts resulted in almost 1,000 people using his song on TikTok.
TikTok is a platform that allows content, once in motion, to go super viral. We must believe that this same ecosystem suppresses content that has very little or no motion. At Songfluencer, we always refer to a concept called "velocity" when considering the impact influencers will have on a song. Velocity refers to the speed of UGC (or lack thereof) a song is experiencing on the TikTok platform. Low velocity songs tend to need more time, effort, and resources (money) to grow. High velocity songs tend to need less.
Thank you for reading! Stay tuned as next week we do an overview of the three elements.