It’s no secret that TikTok possesses the power to catapult a song to success — the likes of Keane, Sparky Deathcap and Duke & Jones can all attest to its particular pulling power. More than ever, we’re seeing music creators wise up to the importance of utilising the hugely popular video platform when promoting their music. But how exactly can songwriters maximise their impact on TikTok?
This question served as one of the main educational themes of the recent TikTok for Songwriters event, which saw the platform team up with PRS for Music and The Ivors Academy at its London HQ. Speaking during the event’s panel session, PRS Members’ Council President Michelle Escoffery noted that while songwriters ‘may want to use [platforms like TikTok] to help develop our music careers, we may not always know how to navigate these platforms effectively, or use techniques to make them work best for us’.
Former Little Mix singer JADE shared her experiences on the night, explaining how her TikTok followers now play a role in determining which path she goes down creatively: ‘Sometimes, my fans steer my song choices or creative direction because I’m watching what they like and don’t like on TikTok.’
Songwriter Kamille (described by JADE as the ‘fifth member of Little Mix’ due to her having written over 30 songs for the group) agreed, explaining that TikTok enables her to gauge how people are feeling. ‘Anyone on TikTok [who is a songwriter] should soak it in: watch what people are saying, check the vibes,’ she told the audience. ‘It helps me understand how people feel, and that inspires my songwriting.’
Here are some of the top tips we gleaned from the special TikTok for Songwriters event about how songwriters can make the most of their presence on TikTok.
Keep your content short and sweet
The first five seconds of your TikTok video are the most important when it comes to grabbing people’s attention. It's therefore imperative that you edit your videos to bring the most eye-catching part to the fore. Your TikToks should be snappy in length (21 to 34 seconds is optimum), so release them in multiple parts if required — this can help sustain your audience’s interest across posts.
While editing is helpful in cutting down your videos, don’t be tempted to then overproduce your content. A super-slick video is generally less likely to strike a chord with your audience on TikTok than a more authentic creation.
TikToks can be made anywhere
Behind-the-scenes footage from the studio, your live shows or even photo or video shoots can resonate well with TikTok users, as they feel like they’re getting a peek behind the curtain of what being an artist is really like.
Music video sets can also be used to shoot TikTok content — you’ve hired the space, so make the most of it!
‘TikTok helps me understand how people feel, and that inspires my songwriting.’ - Kamille
Get involved in the TikTok community
Read the comments and engage with posts by artists who you rate and respect. Getting involved in these communities will help you in turn create an audience that resonates with what you do, which could then help you build a fanbase of your very own.
Perseverance is key
What went viral for one person might not be the right fit for you, as not all content will have the same impact. After all, finding your audience on TikTok can take time. TikTok's algorithm measures engagements on all of your posts, so keep at it and develop your understanding of what makes posts successful.
Ask yourself the following before posting:
- If you saw this TikTok on your FYP [For You Page], would you watch it?
- Is there a hook that can grab people’s attention?
- Are you providing any value outside of music discovery?
- Does the TikTok stand on its own as engaging content?
Apply your creativity to your TikToks
One key bit of advice when it comes to promoting your music on TikTok is to not make a video that purely exists to champion your sound — instead, why not try creating a unique video that features your song as the soundtrack?
If you come upon a winning formula, chances are your videos will then reach new people — most of whom won't already be following you — heightening the potential that your TikToks, and therefore your music, will reach an audience of millions.
