If you’re not already on TikTok, then this brief is here to tell you not only why the platform has become a powerhouse in the social media marketing world, but also how it has started to impact life outside of social media – namely with regards to the music charts and what’s considered “hot” (or not).

TikTok is a platform which encourages users to share short videos and clips on everything from how-to guides and tip videos, to challenges, dance routines, comedy sketches, and so much more. And more often than not, these videos are accompanied with a short clip of a song or unique audio as chosen by the user posting the video.

Used to great effect by individual influencers and businesses/corporations alike, TikTok has created a big spotlight for those who can engineer a unique or enticing trend – with many clips going viral for reasons often unknown even to the poster. Of course, what this means is that for every clip or trend that goes viral, its accompanying audio gets thrust into the spotlight too – and it is this which is having a significant impact on the music charts across all major music platforms.

How TikTok uses music

TikTok enables and encourages audio accompaniment to every video posted, via a plethora of different outlets. Users can upload their own original audio to accompany a video, or they can scroll through and select their sound from a comprehensive library of options – which include trending soundbites, chart topping hits, and so much more.

To understand the effect this has on the music industry and subsequent charts, however, you need to recognise the value of what it means to become part of a “trending” TikTok video.

If a well known user posts a TikTok video using a certain song as their soundtrack, that video is watched by likely millions of followers and so the song or audio clip will be brought to the attention of millions of potential downloaders and fans. When this is then attached to a challenge which goes viral, for example a lip sync video or a global dare, the song continues to be shared by other users creating a snowball effect as it takes on greater prominence and garners greater attention.

However, it doesn’t have to be something comic or interactive – simply an enticing piece of footage or an announcement or post from a TikTok influencer can be enough to gain significant following for a sound bite or clip that they choose to share.

What this means, in essence, is that TikTok is an effective platform for…

• Launching new music by integrating it into certain trends and video clips
• Breathing new life into old songs, whether it be with modern mash ups, new artists, or simple a trending dance routine which uses an old classic
• Nurturing music discovery among users

For artists, using TikTok and enabling their songs to be shared on the platform is a no-brainer. But what about for businesses?

The benefit of TikTok for business

Every user on TikTok, and every artist whose song is available on the platform, is just one video away from potential going viral and having their name recognised and shared across the platform. It’s as simple as that.

When it comes to comparing TikTok to other social media platforms, TikTok levels the playing field in a way that no other site does, thanks to the way it enables and empowers any user to come up with the latest trend or share the latest viral concept or video framework.

As a business, using TikTok doesn’t just demonstrate an affinity for modern and popular trends, but it also enables you to reach a new audience and explore compelling, short-fire, and highly engaging ways of advertising and marketing your business. Best of all, it lets you as a business user explore the trends that are making their way across the platform, join in with challenges and trending clips, and think about ways of creating your own.

How to make TikTok work for your business

TikTok is the latest in a long line of social media platforms that businesses are being encouraged and urged to use, and as such discovering whether or not it is right for you can feel quite overwhelming.

That’s where Social Loop come in, offering advice and hands-on guidance to help you and your business to uncover the potential of TikTok, and explore whether this or other social media tools could be right for you.

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