The most recent Music Impression Report by TikTok and Luminate simply dropped.
There are some attention-grabbing stats about music followers on TikTok, plus the artists whose tracks performs properly on the platform.
Let’s take a more in-depth look.
1. Music discovery is very large on TikTok
In response to the report:
“U.S. TikTok customers are 74% extra more likely to uncover and share new music on social and short-form video platforms than the typical short-form video consumer.”
That’s a formidable distinction between US customers of TikTok versus customers of different social video platforms.
However bear in mind, even probably the most energetic on-platform engagement isn’t proof of off-platform fandom.
In a world of algorithmic advice, passive consumption, fixed feeds, simple (forgettable) sharing, and surface-level engagement, the phrase “discovery” isn’t very particular.
You need greater than impressions, views, likes, and shares. You need followers who will comply with you music for all times. So what are you doing on social to construct your e mail checklist and increase gross sales?
2. TikTok drives off-platform outcomes
US music followers on TikTok are 68% extra more likely to pay for streaming than the overall inhabitants. In addition they spend 46% extra money on music per 30 days.
One other spectacular determine? TikTok’s Add to Music App function has generated multiple billion monitor saves since final 12 months.
This too is encouraging, however bear in mind: TikTok’s definition of “off-platform” means the consumer is leaving one app for an additional (Spotify, Apple Music, and so forth.)
What are you doing to get your viewers off these platforms and into venues, onto YOUR web site, YOUR e mail checklist, YOUR retailer?
3. Viral & chart success are correlated
In response to the report:
“84% of all songs that entered the Billboard World 200 this 12 months ‘went viral’ (i.e. had a interval of excessive engagement) on TikTok beforehand.”
You would interpret this just a few methods….
- Songs poised for chart success are sometimes supported by groups. Who place tracks which have potential for viral momentum. Previous to launch. Through professional influencer campaigns.
- Or maybe TikTok features like radio did. Offering repeat publicity to a hook till we love the monitor.
These are simply three of the factors I discovered most attention-grabbing. There are much more stats, insights, and particular artist case research within the full report.
