Since its launch in 2016, and after buying Musical.ly in 2017, TikTok has become the most downloaded app in the world. With more than 600 million monthly users, the app is valued at around $50 Billion and the 2020 estimated revenue is around $1 Billion. This gigantic boom brought deep changes to all industries, and the music industry was one of them. Since then, TikTok marketing campaigns have been a big part of a company’s marketing budget.
But how deep are these changes?
The music industry has noticed music consumption has changed
The app consists of short-videos that usually include some sort of audio. These can go from major hits to small independent artists. Big names like Lil Nas X and Jonas Brothers have been using the app as a way to promote their songs. The music industry has noticed this, using TikTok creators and their big platforms has a music promotion channel.
If we look at the top hits at The Billboard Hot 100, we can see that they are also very famous on TikTok. Songs like Leave The Door Open, by Silk Sonic or Drivers Licence, by Olivia Rodrigo, occupy the top5 after a boom on the artists’ TikTok Platforms.
Olivia Rodrigo’s Driving Licence was actually considered the first major hit song of 2021, breaking multiple streaming records. The song exploded after Olivia made a video on TikTok explaining the heartbreaking story behind the music. Since then, the video was played 47 million times and has over 9 million likes. This showed how TikTok marketing campaigns can be decisive for the success of a song.
Other success stories from the music industry include Savage, by Megan Thee Stallion and My Boo, by Usher and Alicia Keys. Both songs exploded in TikTok trends and were listed on Billboard’s ranking.
This led several music industry giants to take action and begin advertising their artists in TikTok by developing TikTok marketing campaigns directly with the biggest creators from the platform, and services like Songfluencer emerged to help smaller artists with the contact with the best TikTok influencers.
Influencers from Bold Creators Club also conducted some TikTok marketing campaigns with the music industry. Mirela Janis, one of the biggest Fashion & Beauty Brazilian influencers, helped several songs become viral in a partnership with Universal Brasil.
Artists also noticed the effects of TikTok marketing campaigns
Independent also took advantage of the platform to grow in the music industry. Flo Milli, an American rapper and songwriter, was said to pay $200 to the TikTok creator @ nicemichael, that has over 2 million followers on the platform, to make a video with her song. The video had more than 100,000 views and shortly after, Flo Milli signed with RCA Records, an American record company owned by Sony Music.
Flo Milli found her audience, proving the TikTok marketing campaigns are crucial, not only to the big sharks from the music industry but also to smaller artists trying to grow a fanbase.
Another sign of the big impact of TikTok on the music industry was the shrinking of music. Between 2013 and 2018, the average song time fell by 20 seconds, down to 3 minutes 30 seconds. With TikTok, this process was even faster, moving into a shorter form of content. As TikTok videos usually are around 15 seconds, artists and producers began to introduce easier chopped elements to their songs, in order to be used on TikTok.
Drake, one of the biggest music artists in the world, took it even further when he released the song Toosie Slide. The hip hop record debuted at No. 1 in The Billboard charts thanks to TikTok marketing campaigns. With clear instructions of how to perform a dance challenge explicit in the chorus in lines like “right foot up, left foot slide”, the rapper managed to reach the top of the charts, shaking the music industry.
How can Brazilian influencers help your music climb the charts?
Brazilian TikTok stars have a tremendous influence on their platforms. From drawing to humouristic sketches or dancing, Brazil presents a great variety of creators that can connect easily with communities.
Here is a list of some of the most popular Brazilian influencers on TikTok:
| Maisa | At only 18 years old, Maisa is a YouTuber, actress and entrepreneur and has 13.5 million followers on TikTok. She also has 36.9 million followers on Instagram, making her one of the most influential personalities in Brazil. |
| Whindersson Nunes | Being one of the biggest Brazilian comedian and YouTuber, Whindersson is huge on social media with 14.5 million followers on TikTok and more than 50 million followers on Instagram. |
| Tirullipa | A musician and comedian from Brazil, Tirullipa has 14.7 million followers on TikTok and 23.8 million followers on Instagram. |
| Bruna Barbie | A beauty and fashion influencer, Bruna has 12.1 million followers on TikTok and 360 thousand followers. |
The Brazilian fanbase is very strong and committed when compared to other fanbases. That is why Brazilian influencers always present higher engagement rates than influencers from other countries and TikTok marketing campaigns are growing in the country.
The music industry in brazil is also very peculiar, similar to the country. While pop or rap may be the most popular genres worldwide, in Brazil the top genres are Sertanejo, Funk and Forró. These are very unique, but popular styles in the country. In the mix, it is also easily included samba and MPB, making the Brazilian music industry very different from the others.
How can Bold Creators Club help you with your Podcast Advertising campaign?
Developing TikTok marketing campaigns is not easy. You will have to face several barriers, between language and culture, and that requires time and hard work.
Apart from analysing the best CPM of an influencer, you will also need to understand its audience and what to expect from them.
Maybe if you are a heavy-metal artist, the best TikTok marketing campaigns for your songs will come from TikTok influencers that usually cover the heavy-metal industry, or similar, rather than a TikTok influencer that is well-known for being a Sertanejo enthusiast, as the fanbases are going to be very different
Considering all the factors mentioned, partnering with an agency may be the answer to your problems. We will make intensive market research and present you with the best hypothesis.
Talk to us and schedule a meeting!