Every indie musician wants the world to hear their music – who hasn’t dreamed of becoming a viral sensation? TikTok offers a different approach to social media than other platforms, one built with music in mind. It’s created a new generation of overnight internet icons thanks to its trend-centric nature and massive user base. If you aren’t on TikTok already, you’re missing out! Here’s how to get started.
What is TikTok, really?
At its core, TikTok is about sharing short, attention-grabbing videos, most often centered around music. TikTok is famous for its addictive algorithm designed to encourage up-to-date content. The platform has exploded in popularity over the past couple of years; it was the most downloaded app of 2021 and currently boasts 1 billion active monthly users. Anybody can become successful on TikTok if they put in enough creative thought – the algorithm allows any user’s content to rise to the top, no matter how big or small they are.
TikTok has a particularly special relationship with music. Viral songs mean instant chart-toppers; some of today’s most famous artists got their start here such as Lil Nas X with his viral hit Old Town Road. TikTok’s partnerships with music distributors mean an immense number of songs are at the fingertips of its users – this may already include yours. Licensed songs are displayed under any video featuring one. An impressive 67% of TikTokers have searched TikTok songs on streaming platforms, according to MRC Data.
The key to success on TikTok isn’t by banking on instant virality. TikTokers (and the algorithm) are only interested in content that is genuinely interesting and engaging. People are more aware of the subconscious power of advertising than ever. They’ll skip over your posts without a second thought if they don’t feel authenticity. It’s up to you to create the sort of content people truly want. Here’s where to begin.
Getting Started on TikTok as an Indie Artist
First, you’ll need a TikTok profile. A good profile shows viewers everything they need to know in just a quick glance. A short, catchy username is best. Use the name of your band or persona when possible and keep it the same as your other social media handles so that your fans can easily find you. If someone lands on your profile, they want to know who you are and what you do. You can find out more about that here.
If there’s one key ingredient to TikTok success, it’s to be attention-grabbing. This goes for your profile, too. Your profile picture should be striking and easy to see. Don’t leave your viewers squinting. Your profile should direct your fans where to go for more – this means linking your other socials, website, and merch store.
Creating Meaningful Content
If you aren’t familiar with TikTok, stop what you’re doing and log into the app! Check out what’s popular and look to successful artist profiles for hints. You’ll probably notice some common threads among the popular posts: creative, clever, original, humorous, informative, entertaining. The absolute last thing you want to do is to start churning out thinly-veiled marketing posts under the guise of real content. Your posts don’t need to be perfect, but they do need to share some of those common threads. TikTok is all about trends. Figure out what’s working and aim to start there.
It’s certainly okay to experiment on TikTok. Look to your most successful posts and learn from them, but you can be bold and inject some variety as well. While you wouldn’t want to aimlessly emulate other posts, you also don’t want to drift too far from the elements that engage with your current and future fans. Look at today’s viral challenges and trends and try to put your own spin to address them.
It may seem unintuitive, but this may mean not using your own music all the time. There’s nothing like a musician paying homage to another musician on a social media post. Start off by giving TikTokers what they already know they want – then begin to sprinkle in more of your original work. If you need more insight into great social media content, check out our post: Top 10 Helpful Tips for Social Media.
Things to keep in Mind for TikTok posts
Just like any other social platform, TikTok has its unique quirks. Consider these tips and takeaways while thinking up new content.
Video Length: TikTok now allows longer videos, but don’t fall into the trap! The attention spans of today are ever fleeting. Focus on bite-sized chunks of immediately interesting content.
Video Quality: You don’t need a Hollywood set to make it on TikTok, but there are some production aspects to keep in mind. Always record in a well-lit area that is quiet enough for your viewers to clearly understand you. Keep your video steady and record in vertical format.
Be Concise: Make the most of your short videos. TikTok makes it easy to cut out the boring parts, so don’t leave unnecessary gaps and stutters. Plan your videos around the fifteen-or-so seconds of content.
The Hook: TikTokers are only a swipe away from their next video. They’re looking for instant gratification: start your videos off with color, contrast, motion, and sound. Appeal to the monkey-brain in all of us.
How often should I post to TikTok?
Posting too frequently is a common mistake made on other social platforms. TikTok is different: The more, the merrier – just don’t skimp on quality. The TikTok algorithm is largely a numbers game at first, so it’s a good idea to post as frequently as you can. Once or twice a day is good to start with. Aim for 3-4 daily posts once you’ve gained some more followers. Consistency is key. It’s also best to avoid irregular gaps in time between uploads, as the algorithm favors consistent posters. That may add up to a lot of work, but if your music aligns with TikTok’s audience, that work may pay off by bringing new fans to your music. Consider creating a bunch of TikTok posts in one session.
Time to jump in.
Immerse yourself in the TikTok of today and study the trends that will help you join the artists of tomorrow. This is your space to show people who you really are – the humanity behind the music. Keep your posts short and genuine, but don’t be afraid to be bold.