TikTok has taken the social media world by storm over the last few years. It hasn’t been without its controversy, but with over 800 million users across the globe, the popularity of the video app has skyrocketed. Everyday individuals, business owners, actors, and musicians have started to use it as a platform.
The creativity behind some of TikTok’s best users is remarkable. Because the platform only gives you 60 seconds to get your message across in each video, it’s essential to do so in a way that is engaging and informative.
As a musician, that might seem difficult. After all, most songs are longer than a minute. So, how can you promote your music, get people to listen to you and find out more while utilizing the best of what TikTok has to offer?
TikTok: Look the Part
TikTok isn’t necessarily about professionalism. That makes it somewhat different from other platforms. On Instagram, for example, getting noticed often involves setting up a business account, editing your photos and videos to make sure they’re just right, and posting the right amount every day.
On TikTok, there are a few things that are important to “look the part.” Keep in mind that the app originally started as a platform for musicians. But, it’s become so saturated with other content now that you have to really be able to stand out in what you do. Because of that, having the right equipment is important.
Though you could absolutely record a video of you singing, playing guitar, or writing music, you’re more likely to get your song(s) noticed if you use professional recording equipment to do it. Anyone can record a song on their phone or computer. But, investing in the right equipment for a real studio, like a mixer, studio desk, and quality microphone, will help people know you’re the real deal.
Make Your Music Participatory
Again, you have 60 seconds to grab someone’s attention on TikTok. So, making videos that people don’t just want to watch, but something they can be a part of will always work in your favor. TikTok is referred to by its users as a community. Start off by making sure your videos are inclusive and accessible by:
- Including closed captioning for the deaf/hard of hearing
- Writing video descriptions
- Formatting your content the right way for those with color deficiencies
You can use assistive technology techniques in your videos to make sure those who might otherwise have a hard time hearing or seeing it can enjoy it just like everyone else.
Once you’ve started to include everyone, take a breath. TikTok isn’t about being perfect and polished. If you have low lighting, no editing software, and you look like you just rolled out of bed, that’s totally fine! In fact, the more authentic your videos are, the more likely they are to get some attention. TikTok also takes note of those authentic accounts, too, and it’s more likely you’ll become verified by the app if you just be yourself.
Making your music participatory in the community is easier than you might think. Once you upload a song or sound into the app, others can use it for their own videos, which is exactly what you want. They can use it as background music, for a dance, as a meme, or even as a challenge.
Some songs on TikTok go viral because of specific challenges they’re associated with, including “Electric Love” by BØRNS. It has been used as a track associated with users taking a chance and kissing their best friends to see what happens. It might not be what you originally plan for your music, but being connected to a challenge would absolutely get you noticed. That particular song is several years old and now is getting new life breathed into it because of that challenge.
Beat the Algorithm
Like most other social media platforms, TikTok has an algorithm that “promotes” videos, or boosts their chances of showing up on someone’s feed. While TikTok automatically creates this feed for each user, the more that user engages with your content, the more likely you are to continue to show up on their page.
Of course, this goes back to making your content participatory. But, if you truly want to beat the algorithm and keep showing up, there are a few additional things you can do.
Your goal should be to get your music to go viral on the app. Most of the songs that end up going that route are part of a challenge on TikTok, or become a popular song for a certain dance routine. Utilizing hashtags like #foryoupage/#fyp can be helpful, it’s not necessarily enough to get you noticed. Keep these quick tips in mind to make the algorithm notice you:
- Put your music in TikTok’s library (available through CD Baby)
- Follow other musicians
- Don’t take yourself too seriously
- Focus on creating a moment rather than promoting a song
- Create your own dance video for your song to start a trend
- Use collaboration tools
Other apps like Facebook or Instagram can feel like you’re directly promoting yourself and your music by posting frequently and growing your network. On TikTok, it’s less about promotion and more about cementing yourself in the community. Though you need to approach the app as someone who knows what they’re doing, you don’t need to use it as another marketing endeavor. Have fun, get creative, and let your music speak for itself.
Courtesy of Indiana Lee.
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