The latest Music Affect Report by TikTok and Luminate simply dropped.
There are some attention-grabbing stats about music followers on TikTok, plus the artists whose tracks performs nicely on the platform.
Let’s take a better look.
1. Music discovery is very large on TikTok
In response to the report:
U.S. TikTok customers are 74% extra prone to uncover and share new music on social and short-form video platforms than the typical short-form video consumer.
That’s a formidable distinction between US customers of TikTok versus customers of different social video platforms.
However bear in mind, even essentially the most energetic on-platform engagement isn’t proof of off-platform fandom.
In a world of algorithmic suggestion, passive consumption, fixed feeds, straightforward (forgettable) sharing, and surface-level engagement, the phrase “discovery” isn’t very particular.
You need greater than impressions, views, likes, and shares. You need followers who will observe you music for all times. So what are you doing on social to construct your e-mail checklist and increase gross sales?
2. TikTok drives off-platform outcomes
US music followers on TikTok are 68% extra prone to pay for streaming than the final inhabitants. In addition they spend 46% more cash on music monthly.
One other spectacular determine? TikTok’s Add to Music App characteristic has generated a couple of billion observe saves since final 12 months.
This too is encouraging, however bear in mind: TikTok’s definition of “off-platform” means the consumer is leaving one app for one more (Spotify, Apple Music, and so on.)
What are you doing to get your viewers off these platforms and into venues, onto YOUR web site, YOUR e-mail checklist, YOUR retailer?
3. Viral & chart success are correlated
In response to the report:
84% of all songs that entered the Billboard International 200 this 12 months ‘went viral’ (i.e. had a interval of excessive engagement) on TikTok beforehand.
You could possibly interpret this a number of methods….
- Songs poised for chart success are sometimes supported by groups. Who place tracks which have potential for viral momentum. Previous to launch. Through professional influencer campaigns.
- Or maybe TikTok features like radio did. Offering repeat publicity to a hook till we love the observe.
These are simply three of the factors I discovered most attention-grabbing. There are much more stats, insights, and particular case research within the full report.
Concurrently this information suggests customers on TikTok lean in additional once they interact with music, different information exhibits the app has misplaced floor to Instagram, Fb, and YouTube Shorts over the previous 12 months (partially as a consequence of uncertainty round TikTok’s future within the USA).
Which serves as a superb reminder: Tendencies come and go, and your followers on social platforms are rented audiences. Do what you possibly can to co-own that relationship straight together with your fan.