Not only is it fun to watch TikTok users dance, but many new artists are discovered that you've never heard of before.
study commissioned by US TikTok Marketing Science, up to 75 percent of US TikTok users stated that they had found artists on the platform that they had previously didn't know. 63 percent discovered new music that they hadn't heard elsewhere.
Music and brands
Two studies confirm the growing influence that TikTok has on global music culture. They were carried out by independent analysis firms MRC Data and Flamingo, which surveyed users of the platform. MRC Data did this in November 2020 on the topic of “Music Perceptions Research”, i.e. the influence on music. Flamingo asked TikTokers questions about this related to brands in March 2021 under the title "Understanding TikTok's Impact on Culture Custom Research."
As a result, 72 percent of TikTok users associate specific songs with TikTok. 67 percent are more likely to later search for songs on a music streaming platform that they first heard on the app. According to The Music Network, TikTok launched the careers of Lil Nas
TikTok sets trends
According to Ole Obermann, Global Head of Music at TikTok, the video-sharing platform is home to music trends that permeate the industry, charts and culture. “TikTok has become an integral part of music discovery, connecting artists with their fans and bringing brands to every corner of the community,” said Obermann. “From aspiring artists to small business owners, MRC Data’s research confirms that association with the right music or sound on TikTok can have a big impact for both artists and companies.” The portal sometimes also helps oldies back into the charts.
The results for advertisers show that when brands use songs in their videos that users like, 68 percent of them remember the brand better. 58 also feel a stronger connection to the brand. Also, 58 percent are more willing to talk about the brand or share the advertising, while 62 percent admit that they want to learn more about the brand.
According to the Flamingo study, seven in ten users believe “communities have the power to create change in culture” and a similar number believe that the biggest global trends start on the video sharing platform. The growing influence of the portal is apparently leading to increasing user numbers compared to the competition: in February 2021, TikTok had an estimated 1.1 billion monthly users. In November 2018 there were only 680 million. In comparison, Spotify has around 345 million monthly active users.
Source: press release
A disturbing video is currently spreading on TikTok. An alleged witch drags a woman up a church wall.
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