3 Key Insights about Music Fans on TikTok

TikTok’s latest Music Impact Report looks at music fans on TikTok and how the platform drives discovery, streaming, and viral success.

While a recent MusicWatch study shows that TikTok’s influence on music may be waning compared to its competitors, there is no denying what TikTok still means for many independent artists hoping to turn engagement into lasting fan relationships.

3 Key Insights about Music Fans on TikTok

by Chris Robley via Reverbnation Blog

The newest Music Impact Report by TikTok and Luminate just dropped.

There are some interesting stats about music fans on TikTok, plus the artists whose tracks performs well on the platform.

Let’s take a closer look. 

1. Music discovery is massive on TikTok

According to the report:

U.S. TikTok users are 74% more likely to discover and share new musicon social and short-form video platforms than the average short-form video user. 

That’s an impressive distinction between US users of TikTok versus users of other social video platforms. 

But remember, even the most active on-platform engagement isn’t proof of off-platform fandom. 

In a world of algorithmic recommendation, passive consumption, constant feeds, easy (forgettable) sharing, and surface-level engagement, the word “discovery” isn’t very specific. 

You want more than impressions, views, likes, and shares. You want fans who will follow you music for life. So what are you doing on social to build your email list and boost sales? 

2. TikTok drives off-platform results

US music fans on TikTok are 68% more likely to pay for streaming than the general population. They also spend 46% more money on music per month.

Another impressive figure? TikTok’s Add to Music App feature has generated more than one billion track saves since last year. 

This too is encouraging, but remember: TikTok’s definition of “off-platform” means the user is leaving one app for another (Spotify, Apple Music, etc.) 

What are you doing to get your audience off those platforms and into venues, onto YOUR website, YOUR email list, YOUR store?

3. Viral & chart success are correlated

According to the report: 

84% of all songs that entered the Billboard Global 200 this year ‘went viral’ (i.e. had a period of high engagement) on TikTok beforehand.

You could interpret this a few ways….

• Songs poised for chart success are often supported by teams. Who position tracks that have potential for viral momentum. Prior to release. Via pro influencer campaigns.
• Or perhaps TikTok functions like radio did. Providing repeat exposure to a hook until we love the track. 
• Or a bit of both?

These are just three of the points I found most interesting. There are a lot more stats, insights, and specific case studies in the full report. 

At the same time as this data suggests users on TikTok lean in more when they engage with music, other data shows the app has lost ground to Instagram, Facebook, and YouTube Shorts over the past year (partially due to uncertainty around TikTok’s future in the USA).

Which serves as a good reminder: Trends come and go, and your fans on social platforms are rented audiences. Do what you can to co-own that relationship directly with your fan.