TikTok Lessons Part 3: Neighbors & Labors (Community & Content Strategy On TikTok)
Upon first glance, the process of becoming an immersed member of the TikTok community can seem like a daunting task. However, as with any journey, it begins with the first step. In the case of TikTok, that simply means downloading the app on your phone, and signing up. Once you have set up your account on the platform, start by spending some time consuming content on your For You page (#FYP). In a relatively short amount of time, you will begin to see trends in the content that is presented to you. These trends will include a variety of content types, and more specifically, you will begin to see patterns in the ways in which sounds and music are incorporated into this content.
This blog will not be a resource for learning how to use the TikTok app specifically, as there are countless other resources out there for that purpose. Instead, we will be discussing useful tips that you might consider implementing into your marketing strategies on TikTok. In order to create a foundation upon which these strategies can stand upon, let’s begin by looking into the research that has been presented by a number of academic scholars on the topic of TikTok marketing. To clarify, the data that I will present next focuses specifically on TikTok marketing, and not necessarily through the lens of music marketing. However, various marketing strategies on TikTok, regardless of the products you bring to market, will share commonalities that will be useful for understanding the actual dynamics that are at play, behind the scenes, in marketing on this platform.
There are some basic strategies to consider when marketing on any social media platform. In some ways TikTok is no different. Engagement on these platforms is the key to a sound marketing strategy. An academic journal titled, Becoming TikTok famous: Strategies for global brands to engage consumers in an emerging market, from 2022, utilized a, “…data set comprised 680 posts, 1,527,340 likes, 58,529 shares, and 18,743 comments…”, in order to analyze the effects of “informational” and “emotional characteristics” of social media engagement (SME) on TikTok (Wahid 106). Their findings, “…confirm that informational content mainly generates higher SME than emotional content” (Wahid 106). This supports the notion that sharing useful information, with your audience, on the platform can be quite powerful. In other words, becoming an expert in your particular space, and sharing your knowledge and experiences can work well as a content strategy on the platform. Another, even more profound, point that can be drawn from this research, is that SME is gauged by some very basic mechanisms on the site. Posts, likes, shares, and comments are fundamental to building engagement on any social media app, including TikTok. And this cannot be a one sided approach. In order to engage your audience, you need to create content, and be responsive to those who interact with that content.
In another academic study, investigating, “…the factors influencing the brand awareness of TikTok users through social media marketing communications”, researchers found that. “Six things positively impact brand awareness. From the findings, trends are the most significant factors impacting brand awareness of TikTok users. Other factors such as electronic word of mouth (e-WOM), influencers, entertainment, interaction, and storytelling are positively associated with the brand awareness of TikTok users…” (Nguyen 128). In addition to brand awareness, I also found two additional academic studies, utilizing varying approaches, that support the notion that TikTok marketing plays a significant role in buying intentions, and purchasing behavior (Jiang; Meliawati 87). When considering that marketing on TikTok rings all three of these bells, brand awareness, buying intentions, and purchasing behavior, we must conclude that the platform should be a part of any digital marketing strategy. Now let’s dig a bit deeper.
There is a lot to unpack in the above quote. First of all, let’s address the trends portion of the quote. Trends are the driving force behind TikTok, and keeping up with them will be essential to your marketing strategy on the platform. The greater discussion of the topic of trends on TikTok is outside of the scope of this blog, however, I will share some very useful resources with you regarding the topic. The first resource comes from TikTok itself, on this page you can explore current trends on the platform in four categories: hashtags, songs, creators, and videos (TikTok). The key word here is current. As mentioned in the Bai article, we must consider the fact that trending content on TikTok is ever fleeting, and for the most part these trends move in and out in a matter of days or weeks (Bai 62). The second resource I will share with you is a website I discovered that tracks trends on TikTok monthly and shares them in an organized timeline (Johnson).
From Later.com
The next point we will discuss is the element of influencers. Influencer collaboration and marketing is a fundamental strategy for any digital marketing campaign. In the case of musicians specifically, this sphere of marketing can be accomplished in a couple of ways. According to music marketing firm Burstimo, artists can seek out, and contact relevant influencers, asking them to use their songs in potentially viral content, such as challenges (Bai 62). The other method would include contacting other related musicians and discussing the possibility of collaboration. By collaborating with other artists on TikTok, both artists involved can benefit from gaining exposure to the other’s audience. This is definitely a strategy to consider, and isn’t far from the tried and true strategy bands have been using for years in the performance sector of the music business. Sharing live shows with other musicians works in the same manner as in the digital world, and is a proven strategy.
For even greater insight into the realm of influencer marketing strategies, let’s look at two more examples of academic research that supports the notion that influencer marketing on TikTok is a viable strategy. The first article discusses the effects of influencer and content marketing on the platform, and their, “… test results show that Content Marketing and Influencer Marketing have a significant influence on Brand Awareness and Interest in Buying Products…” (Izza, 1346). This study focused specifically on the TikTok shop feature, however as musicians, much of our revenue will likely come from merchandising, and the TikTok shop could be implemented into this process. Besides, if influencer marketing influences brand awareness, then that alone is worth the effort. In a second academic study, researchers, “…showed a significant effect on brand influencer impact from engagement and purchase likelihood in video advertisements that used brand influencers” (Hazari, 283). In addition, they suggest that, “Partnerships with brand influencers who can provide fresh and engaging content using popular TikTok trends are essential for marketers who aim to project an image of their product’s relevance in the TikTok ecosystem. Marketers must realize that TikTok users expect fun and exciting content that caters to their entertainment and affective needs. According to the results of a recent study, partnering with influencers on TikTok can significantly increase the impact of a brand and boost the likelihood of purchases. Therefore, to succeed in the TikTok environment, marketers should focus on collaborating with influencers who can create captivating and relevant content for their followers” (Hazari 284).
Next, let’s shift our attention to the storytelling aspect of marketing on TikTok. This can be a fantastic way to bring people into your circle. According to a Burstimo video, singer Austin Giorgio found a pathway to success on the platform “…by giving the narrative to…”, his “…audience…to the point where they actually feel engaged…” (Burstimo). This strategy of storytelling around your music, and personal brand can be highly effective, yet on TikTok, there are countless ways to present these stories. In the next section, I will be outlining some very specific strategies for creating content on the platform that will assist you in sharing your story with the world.
Firstly, it is important to consider that TikTok is its own unique community, and as previously mentioned, staying on top of current trends will be essential to the process of sharing your story. By the time this article is published, I wouldn’t be surprised if some of these methods have already become obsolete. Nevertheless, let’s dive into some tangible content strategies that can put some wind in your sails. In order to best articulate the value of the following content strategy tips, I will attempt to present case studies of actual artists who have found some measure of success by implementing each of these strategies.
There is a rapper from my hometown of Springfield, Missouri who I have been following on TikTok for some time. His handle on TikTok is 97honestav, and he is a rapper who has grown his audience on the platform in a relatively short amount of time. He currently has 1.7 million followers on TikTok, and a million monthly listeners on Spotify. He is known for creating skits and memes with various themes, some humorous, and some a bit more heavy. Honesav is open, on the platform, about his personal life. And specifially, he has shared the story of his father’s passing due to drug use. This kind of honest storytelling has obviously resonated with people all over the platform. Most notably, and arguably the most consequential moment in his career, Honestav released a song on TikTok and Spotify, called “I’d Rather Overdose”. The song shares his narrative regarding his father’s drug addiction and the loss involved, and though the song did well initially, it truly exploded when Honestav released the song on TikTok with an open verse challenge. Open verse challenges are fairly common on the platform, and essentially invites others to add their own original verse to a clip of the song. Upon releasing the challenge, Honestav was flooded with countless videos of people singing their own experiences with drug addiction and loss. This single strategy has made a huge impact on this artist’s career. Becoming well versed in the world of challenges on TikTok, and specifically for musicians, the open verse challenge can be a great strategy to consider.
Another useful content strategy for musicians is the music teaser. “A recent example of a highly viral sound that has led to a global anticipation of the full song release happened in Summer/Fall 2022. Sam Smith’s and Kim Petras’ song “Unholy” was teased on TikTok with an excerpt from the song that featured the chorus on August 22, 2022, becoming an instant viral hit” (Bai 61). Although there was likely a lot going on behind the scenes here, the idea of teasing bits of your song on TikTok could be a useful strategy for building anticipation for a release on Spotify, for example.
The next strategy includes the concept of “songification of sounds”. In the next case study, we will discuss “One of the latest viral trends on the app…”, which, “…was the remixed sound titled ‘It’s Corn’, which, in the original version, contains an interview of a boy Tariq talking about his love for corn for Recess Therapy. This initial sound was then ‘songified’ – made into song – by The Gregory Brothers, a.k.a. Schmoyoho. Soon enough, the song became a viral meme where people showed their appreciations to corn and, even more so, different types of things…” (Bai 67). Another example of this can be found on TikTok in the form of musicians recording their animal’s sounds, such as a cat’s meow, and composing a song around the sound. This is a fantastic way to show off your creativity as a musician, while also showing your humorous side, as well your love for animals. Ultimately, this is just one way of telling the story behind your personal brand in a nonlinear fashion.
The last case study will explore the idea and concretization of thinking outside of the box, in order to manufacture completely original ways to leverage the TikTok system, thus creating viral content in ways that have never been thought of. According to a Vox video, artist jvke found very unique ways to find viral success on the platform. Jvke a.k.a. Jake initially created a video of his mom. Prior to filming the video, he had produced a musical beat. Jake had then taught his mom how to play the beat on his keyboard. The idea: make people believe that his mom had just come up with the beat at that moment, while he was filming. This alone was a pretty clever idea, and the video went viral on TikTok. He began creating more and more content with his mom, with much success. The next step in the evolution of this content trend came from an idea presented by Jake’s brother. The idea: hold a phone in front of the camera. The phone would be playing a TikTok video that was playing a current viral song on the platform. He would then ask his mom if she had heard of the song. This was a eureka moment. The mother-son combination was already doing well, yet when they tethered their videos to songs that were already going viral on the platform, their virality grew exponentially (Vox). This is quite a novel idea, and truly genius in its reasoning. This is the kind of thought process that can thrust an artist out of obscurity and into the light.
These are just a few tips that will help you to begin formulating a strategy for your TikTok marketing campaign. There are countless more strategies out there, however, for the scope of this blog entry, I feel there is enough here to get you thinking in the right direction.
In conclusion, there are numerous articles out there, both within academia, and outside, that suggest that content and influencer marketing on TikTok is an essential element of any digital marketing campaign. Within your campaign, you should create brand awareness through the various strategies mentioned above, including storytelling, collaborations, and outside of the box thinking. But ultimately, what you are trying to do, in this process, is build community. In order to do so, the key is to be genuinely you. When you pair authenticity with thoughtful engagement, you will surely build a tribe around you and your music that will last a lifetime.
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