You need to be marketing on TikTok
TikTok is a powerful platform for reaching Gen Z. Akin to what Vine was to Millennials, TikTok is the hottest social application any Gen Z-er can be on. TikTok is a platform where users can create 15 second videos to a music clip. Starting out as a platform where young girls (yes, TikTok significantly marketed to a young female audience) could lip sync and dance to music clips, TikTok quickly evolved into a place for comedians, models, fashion designers, artists, and performers to express themselves creatively. Based on the fact that it’s fairly new to the scene and there are an estimated 500 million active users on TikTok (this is larger than Twitter!), marketing on TikTok has the potential to be extremely valuable and effective.
Post Your Own Original Content
TikTok makes a point to use “Challenges”, where users create their own video to the same 15 second music clip. Google, Guess, Jimmy Fallon, & Chipotle have all used TikTok challenges in marketing campaigns. Hashtags are a way to make sure your video is discoverable among the challenge content. Lil Nas X was launched to fame around the hashtag #yeehaw which he started around his song Old Town Road.
If you want to issue a hashtag challenge on TikTok, make sure you pick a song with memorable, catchy lyrics and clip it so that it is able to stand alone. Artist mxmtoon created a challenge on TikTok for her music and now has over 1.1m followers on the app and 3.77k monthly Spotify listens.
TikTok also allows “duets”, where two videos are put side by side over the same soundtrack. This is a great way to interact with other users as it allows for reaction style videos.
Leverage TikTok Influencers
If creating original content isn’t your thing, partner with a TikTok influencer to get your song out there. TikTok influencers have amazing reach and are a great way to kick off a challenge, as some influencers have millions of followers.