Social Media Day 2022 was celebrated annually on 30 June since its inception in 2010. It was established by Mashable to honour social media as an important tool that connects people across the world. The well-known worldwide entertainment and multimedia business views social media as a platform that connects people and has also become a source of employment for creators.
As we celebrate the impact of social media this year around and its role in global communication, we can’t fail to ignore that TikTok is a particular App that has recently been disrupting the music industry. The way each generation has consumed music is rapidly changing; through live performance, radio, CD’s, cassettes, vinyls, portable technology, music apps and now social media.
After its sudden surge in downloads over the pandemic in 2020, TikTok counts a whopping 1 billion monthly users. Everyone involved in the music industry, from artists to analysts and even marketing bosses at the top labels, can’t do without it.
A consumer behaviour data compiled by Tatiana Cirisano argues that TikTok users are more likely to spend money on music and be more invested in it. The music analyst notes that 40% of active TikTok users pay a monthly subscription for music, compared to 25% of the general population. In addition to that, 17% buy artist merchandise compared to 9% of the general population. “They’re not just listening to music in a sort of, like, lean-back, passive way,” says Tatiana Cirisano.
The music analyst is quoted by NRP saying that the TikTok audience is more likely to do more lean-forward activities, like creating playlists or listening to full albums on streaming, or buying merchandise. The Year on TikTok 2021 Music Report includes the 10 most popular songs that were used on the platform video creations in the UK. Together, they racked up over 219 billion video views on 131 million creations.
It suggests that over 40 trending TikTok songs took the top spot on the UK official charts, compared to just 10 in 2020. Paul Hourican speaks on this increasing trend: “2021 has been a landmark year for TikTok, our artists, and partners across the UK music industry. A year when our artist community and sounds became even bigger and more diverse, and when fans discovered and re-discovered incredible music, both new and old.”
The Head of Music Operations EU and the UK for TikTok is excited for 2022. Music videos creations on TikTok are amazing and inspire audiences on the platform from all corner of the world. TikTok had for instance a tremendous impact on the UK’s first number #1 drill track – “Body” by Tion Wayne & Russ Millions. The social media platform has recognised it as its #1 track by a UK artist, based on video creations.
Sam Smith’s “Like I Can”and PinkPantheress’ breakout hit “Just For Me” follow, while other favourites like Dua Lipa’s “Levitating”, Nathan Evan’s “Wellerman” remix with 220 KID & Billen Ted, and, Wes Nelson’s “Nice to Meet Ya” make up the rest of the top 10.
TikTok stars like Tai Verdes with millions of followers recognises that TikTok has immensely boosted his music career. He notices that his fans on the app are especially engaged and can go from his TikTok to his Spotify page or his YouTube channel.
TikTok has in the process given birth to a cottage industry dedicated to marketing a song or artist on the App. Influencers are being paid to promote artists’ video creations to see what people respond to, trying to get a dance challenge going.
What’s more, TikTok users often respond to music with their own videos, using features built into the app design. They might lip-sync a song, make up a dance, or try to sing it.
Artists’ audiences on the platform are sometimes reacting in unexpected ways. Celine Dion’s “It’s All Coming Back To Me Now”, a song that came out 25 years ago, earlier this year set one-day streaming records on Spotify and YouTube after the song became viral on TikTok.
As the world celebrated Social Media Day 2022, TikTok is definitely a platform that is revolutionizing the music industry while it amazes its audience on a day-to-day basis.