The latest Music Influence Report by TikTok and Luminate simply dropped.
There are some attention-grabbing stats about music followers on TikTok, plus the artists whose tracks performs effectively on the platform.
Let’s take a more in-depth look.
1. Music discovery is very large on TikTok
In line with 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 person.
That’s a powerful distinction between US customers of TikTok versus customers of different social video platforms.
However keep in mind, even essentially the most lively on-platform engagement isn’t proof of off-platform fandom.
In a world of algorithmic advice, 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 comply with you music for all times. So what are you doing on social to construct your e-mail listing 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. Additionally they spend 46% more cash on music monthly.
One other spectacular determine? TikTok’s Add to Music App characteristic has generated multiple billion observe saves since final 12 months.
This too is encouraging, however keep in mind: TikTok’s definition of “off-platform” means the person is leaving one app for an additional (Spotify, Apple Music, and many others.)
What are you doing to get your viewers off these platforms and into venues, onto YOUR web site, YOUR e-mail listing, YOUR retailer?
3. Viral & chart success are correlated
In line with 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 would 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.
Similtaneously this knowledge suggests customers on TikTok lean in additional once they have interaction with music, different knowledge exhibits the app has misplaced floor to Instagram, Fb, and YouTube Shorts over the previous 12 months (partially attributable to uncertainty round TikTok’s future within the USA).
Which serves as a superb reminder: Traits come and go, and your followers on social platforms are rented audiences. Do what you may to co-own that relationship immediately along with your fan.