Is Music Promotion on TikTok Worth the Effort?
Is music promotion on TikTok worth the time and effort? Learn how the platform’s viral power can boost a career and whether TikTok Promote is a smart investment for independent artists.
Is Music Promotion on TikTok Worth the Effort?
by Scott McCormick via Disc Makers Blog
TikTok has become a game-changing platform for musicians. No wonder. It offers a unique blend of creative expression and viral potential, having launched the careers of many musicians. In recent years, the platform has become a powerful advertising tool for artists — particularly indie musicians — to promote their music, connect with fans, and build their brand.
As a promotional tool, TikTok is valuable for many musicians. It also offers a paid feature called TikTok ads through the TikTok Promote program, which has received mixed reviews from users.
This article will explore TikTok’s effectiveness as a music promotion platform and provide actionable marketing tips for maximizing its potential for those who wish to pursue it. We’ll also explore the TikTok Promote program and see if we can give insights as to whether it’s worth your marketing dollars.
What makes TikTok so effective for music promotion?
With its ever-growing user base and music-centric trends, TikTok offers unparalleled opportunities for exposure. But TikTok isn’t for everyone. And although promoting your music on TikTok can be free, it may not be worth the investment of time and effort for you and your music.
With hundreds of millions of users in the U.S. and abroad, TikTok offers musicians an unparalleled advertising opportunity for global exposure. And it has a proven track record. TikTok has propelled dozens of indie songs into viral sensations, generating millions of views for artists.
TikTok’s meteoric rise as a music promotion platform can be attributed to two factors: its ability to reach younger audiences and its innovative algorithm. Unlike other platforms, TikTok’s algorithm is especially democratic, leveling the playing field between independent musicians and major-label artists.
TikTok also prioritizes viral content. Its format encourages user participation through challenges, duets, and trends, fostering a sense of community and interaction around music. These factors can turn unknown songs into global sensations overnight.
Let’s explore some of the benefits of TikTok promotion for musicians:
Viral potential and increased exposure
TikTok’s algorithm is designed to amplify content that resonates with its audience, giving even new artists the chance to go viral. Tracks like Lil Nas X’s “Old Town Road” and Olivia Rodrigo’s “drivers license” gained massive exposure through TikTok before dominating mainstream charts. This viral potential offers musicians an unparalleled opportunity to reach millions — if not hundreds of millions – of listeners without traditional gatekeepers.
Success on TikTok often comes down to a mix of timing, engagement, and understanding what makes content take off. The platform has launched countless creators into the spotlight, and many have followed similar patterns in their rise. Whether it’s tapping into trends, leveraging challenges, or consistently showing up on the For You Page, how to get famous on TikTok often comes down to mastering these key elements.
Low cost and organic growth
One of TikTok’s greatest strengths is its accessibility. Artists can create and share content without a significant budget (or even no budget at all). This makes TikTok an extremely cost-effective alternative to traditional promotion methods.
Organic growth on TikTok often stems from users discovering and sharing music naturally, which can result in authentic fan engagement and long-term support.
Building a direct connection with fans
With TikTok, you can interact directly with your audience through comments, livestreams, and personalized content. You can create challenges, respond to fan-made videos, or even duet with followers, all of which will help foster a sense of community and connection. This direct engagement will build loyalty and strengthen the bond between you and your fans.
The challenges of TikTok music promotion
Sounds great, right? But TikTok promotion is not without its challenges. Here are some to consider.
High competition and content saturation
The sheer volume of content on TikTok makes it difficult for new artists to stand out. Plus, you must consistently produce creative and engaging videos in order to capture and hold attention. The highly competitive environment means that even high-quality content can get lost in the crowd if it doesn’t resonate with users or align with trending topics.
Time-intensive content creation
Maintaining a successful TikTok presence requires frequent posting and staying on top of trends. The pressure to create regular, high-quality content can be overwhelming, especially for musicians juggling other responsibilities like recording, performing, or managing their careers. For some, this constant demand can lead to burnout.
Is TikTok promotion worth the investment?
When evaluating the return on investment for TikTok promotion, it’s important to consider both organic and paid options. Organic promotion leverages TikTok’s algorithm to reach audiences naturally, while TikTok ads and influencer partnerships can amplify reach. Both methods have proven effective, depending on the artist’s goals and resources.
Comparing TikTok to other promotion channels
TikTok offers unique advantages over traditional music promotion methods like radio, TV, or print. While traditional channels often require significant financial investment and gatekeeper approval, TikTok provides a direct line to listeners. However, it may not entirely replace conventional tools, which still hold value for established artists or specific genres. TikTok is best suited for artists looking to reach younger audiences and embrace a dynamic, fast-paced promotional strategy. This video provides more insights.
How to maximize your TikTok promotion
Success on TikTok isn’t just about uploading a song and hoping it takes off. The platform thrives on engagement, trends, and strategic content creation. A well-planned approach can make all the difference, and understanding how to promote music on TikTok means tapping into these key strategies to increase visibility and engagement.
Get your music on TikTok
Of course, if you want to promote your music on TikTok, it helps to have your music available on the platform. This is not a must. You can certainly create content about your music or even post clips of your live performances and such. But the most successful artists on the platform are the ones who get their music into other people’s videos. And in order to do that, you need to hook up with a distributor like CD Babywho can get your music into TikTok’s library. How to get your music on TikTok often starts with ensuring your tracks are where users can find and share them effortlessly.
#1 Creating engaging and shareable content
To succeed on TikTok, musicians should focus on creating content that resonates with users. Join in on viral trends, post creative and fun content, and, most importantly, be yourself. For example, create tutorial videos, behind-the-scenes shorts, live performances, or story-driven content to captivate viewers.
#2 Using hashtags like #VinylTok and #CDTok
Use popular hashtags like #Music and #MusicIsLife along with niche hashtags such as #VinylTok and #CDTok to reach the widest audience and optimize your hashtag strategy.
#3 Partnering with influencers for broader reach
Collaborating with TikTok influencers can amplify a musician’s reach. Influencers with established followings can introduce music to their audience, creating a ripple effect. When seeking partnerships, musicians should identify influencers who align with their brand style and target demographic, ensuring an authentic connection between the music and the influencer’s content.
Common TikTok promotion mistakes to avoid
While TikTok offers immense potential, common mistakes can hinder success. Over-promotion or failing to engage with followers can alienate audiences. Ignoring trends or neglecting consistent posting may result in missed opportunities. To avoid these pitfalls, musicians should balance promotion with genuine interaction, stay informed about trends, and prioritize quality over quantity in their content.
Is TikTok promotion right for you?
TikTok promotion has its pros and cons, making it suitable for some musicians but not all. Artists targeting younger audiences or seeking to build a dynamic online presence may find TikTok invaluable. However, those who prefer traditional methods or create music less suited to TikTok’s format might explore other avenues. Ultimately, the decision depends on an artist’s goals, genre, and available resources.
Is the paid TikTok Promote program worth it?
As we mentioned at the top, not only does TikTok offer a free way to promote your music, but they also offer a paid promotional feature called the TikTok Promote program.
What is TikTok Promote?
TikTok Promote is a paid advertising campaign that will help you reach customers you might otherwise struggle to connect with. Basically, you pay to boost one of your videos. The more you pay, the more often said video will be delivered. Each campaign includes a ton of trackable data, including engagement, audience insights, post status, and cost.
How to set up a TikTok promote campaign
This is very easy to do. Simply open any one of your videos, and at the bottom, select “More Insights.” Then scroll to the bottom of the next screen and select “Want More Traffic?” This will take you to the TikTok Promote page, where you choose your goal (more video views, more followers, more profile views) and then select the ad campaign you want to run.
How much does a TikTok Promote campaign cost?
It varies, but the most affordable promotion pack bundle typically costs around $8 for 1,300+ views a day.
Is TikTok Promote worth it?
Those who have used the service universally say that TikTok does indeed deliver your video the promised number of times, however it can be a struggle to get engagement on those videos. This may be because the video will have a label that says “Sponsored.”
Users generally agree that creators who have something to sell (like musicians) are going to fare better than a creator who is simply trying to gain followers. Also, if your content is not interesting, people simply won’t engage with it. So, make sure whatever video you promote is an absolute banger.
If you are willing to try running a paid post for a few days, it might be worth trying just to see how well your post does. Worst-case scenario, you’re out $24-$32 with not much to show for it. But it’s an affordable gamble that many musicians are willing to take.
Kickstart your music career
TikTok can be a powerful tool for musicians, but it’s most effective when combined with other strategies. Physical products like vinyl and CDs can complement TikTok promotion, offering fans tangible ways to support their favorite artists. Disc Makers offers CD and vinyl packages at affordable prices, as well as distribution services so you can get your music onto TikTok’s library.
Take advantage of Disc Makers’ services to enhance your TikTok strategy and build a lasting music career. Explore our offerings today and give your fans more ways to connect with your music.
Scott McCormick is a musician and the author the Audible bestselling Rivals! series and the hit fantasy novel The Dragon Squisher. Scott can be reached at storybookediting@gmail.com.
