How Artists are Leveraging TikTok to Advance Their Careers
By Samantha Jordan, Content Operations Coordinator at Vydia
Among the many twists and turns of 2020 was the phenomenon that TikTok became, a platform for anything and everything- perfect for the population that was stuck inside for months. What we all thought would be a simple little app is now much more than that, being a go-to place for artists to share their music, and in turn, having a greater impact on the music industry than anyone could have imagined.
This TikTok effect goes far beyond an artist’s 10-second trending audio that infiltrates ‘For You’ pages for a few weeks before disappearing. The impact is lasting, and is eventually proven through an increase in monthly listeners. ‘For You’ pages have become a habitat for independent artists, and the success they’ve found through it shows.
How Artists Are Claiming Their TikTok Fame
While it can happen once in a blue moon, most artists that take to TikTok don’t usually blow up over night. Although the app isn’t always presented this way, it’s still a form of marketing that takes planning and a lot of hard work.
Consistency is Key
One of the biggest pieces of advice that is currently being given to up-and-coming creators is to “just post the video” – as simple as it may be. Don’t hesitate or let it rot in your drafts. Creating a consistent posting schedule, whatever that may entail, presents a loyal creator- exactly what the TikTok algorithm wants to see (and boost). According to WorldStream, it’s been recommended by TikTok to start out by posting 1-4 videos per day, and you can always adjust your schedule along the way.
There’s a lot of wiggle room for creators to find a schedule that works for them, but if you’re not sure where to begin, here are some routines you can try out.
- Post two videos a day- one video between the hours of 6 a.m. – 10 a.m., and one between the hours of 7 p.m. – 11 p.m.
- Post three videos a day- using the same time frames as example 1, as well as a video around lunchtime (12 p.m. – 2 p.m.)
- Research online ‘Best times to post on TikTok’ and hundreds of articles come up with schedules, indicating times that typically bring more engagement. Make a point of having videos ready to go in your drafts and even set an alarm so you won’t forget!
Finding Your Niche
Pressure can come from trying to build a crowd on TikTok, especially when starting out. One of the biggest fails that comes from this is trying to be like every other creator on the app. As cliche as it may sound, one of the most important things to remember is to be yourself when building an audience.
That being said, artists try hundreds of different video ideas until they find their niche- the thing that will set them apart from other artists, what will make someone scrolling stop and say, ‘Wait, I’ve never seen this before!’ And, the wonderful thing about TikTok, because there’s so little it doesn’t offer, is that there’s very few limitations. Maybe an artist that loves to cook can make their favorite recipe while explaining their upcoming single, or a band has a unique rehearsal set up they can show off while playing a few seconds of a recent EP. Whatever it might be, the content that makes an artist stand out will be the content that grabs the right audience.
Being Trendy and Authentic
While authenticity is important, it doesn’t hurt to lean into the trends once in a while, since there’s more of a safety net with content that’s consistently working for other creators. Beyond trending audios, there’s several ideas artists use that always have a way of working. Here are a few concepts if you’re struggling to reach more ‘For You’ pages.
- Showing a relative your unreleased song for the first time to see their reaction. (Bonus points if it’s a break up song and the relative didn’t like them.)
- Covering a song that’s been a trending audio.
- Creating a ‘Day in My Life’ video layered with an original song.
Why TikTok?
Why is it TikTok that gets to claim these success stories? It’s all about the demeanor- this app is not the kind to be working with perfect grammar all the time, and sometimes you might see a run-on paragraph without a single upper-case letter. It’s not that serious. There are a few apps out there that create a space to be personable and maybe overshare a little bit. Creators have the opportunity to be as honest and funny as they want, and most of the time that silliness works, because it reminds a viewer that there’s a genuine personality behind whatever they’re selling. The goofy audio and unique trends have a way of working in an artist’s favor, without requiring a PowerPoint presentation explaining why you should listen to their latest EP.
Despite the hard work it may take to become one of the many independent artists that are making their way on TikTok, it eventually pays off. Whether a musician wants to acknowledge it or not, the music industry is becoming closely interlocked with artists on this app. Their follower list is much more than just that, it translates to monthly listeners, ticket sales, and pure fans that simply found music they care about.
About the Author: Samantha Jordan is a Content Operations Coordinator Intern at Vydia, with a strong passion for music. Since being a recent college graduate from Monmouth University with a degree in Music Industry, and an artist herself, she’s grown a deep understanding of the business and looks forward to her future journey in the music industry.
Interested in joining Vydia’s platform? Request an invite today.