10 Best Practices for Musicians on TikTok

In today’s digital age, leveraging social media is crucial for musicians striving to carve out a niche in the competitive music industry. Among the various platforms available, TikTok has emerged as a game-changer, allowing artists to reach global audiences and build a dedicated fanbase like never before. In a recent insightful webinar hosted by us, Venice Music, our special guest speaker, Jessica Messier, Head of Indie Label Partnerships at TikTok, delved into the intricacies of TikTok and shared valuable strategies to harness its power effectively. 

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10 Essential Best Practices on TikTok

1. Consistent Posting is Key

For independent artists, maintaining a consistent posting schedule on TikTok is crucial for building and sustaining a dedicated audience. It's akin to cultivating a habit that your followers come to rely on. By aiming to post at least three times a week, you create a steady stream of content that keeps your audience engaged. However, if feasible, strive for daily posts to truly maximize your visibility. This frequent activity signals to the algorithm that you're an active and engaging creator, which can lead to increased exposure and potential collaborations with other TikTok users. Remember, consistency breeds familiarity, and that's a powerful tool in cultivating a loyal fan base.

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2. Think of TikTok Like the Gym

Drawing a parallel between TikTok and a workout routine underscores the importance of regular engagement. Just as going to the gym regularly yields better physical results, consistent posting on TikTok yields better digital results. The more you engage with the platform, the more you understand its nuances and what resonates with your audience. This understanding allows you to fine-tune your content, refining your style and optimizing your approach to capture and maintain your viewers' attention. Over time, this regularity transforms your TikTok presence into a dynamic space where your artistic journey unfolds for your audience to witness and be a part of.

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3. Embrace Shorter Videos

Given the fleeting nature of attention on TikTok, independent artists should prioritize brevity in their content. The statistics don't lie: the average viewer spends just 5 seconds on a TikTok video. Therefore, to make the most of this limited window, aim to keep your videos between 15 to 30 seconds. This time frame strikes a balance between conveying your message or showcasing your talent while ensuring that viewers stay engaged from start to finish. It's about delivering a punch of creativity or emotion in a concise, impactful manner. By adhering to this guideline, you increase the likelihood that your videos will be viewed in their entirety, signaling to the algorithm that your content is worth promoting.

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4. Algorithm Insights

Understanding TikTok's algorithm is pivotal for effective music marketing on the platform. For independent artists, it's essential to know that the algorithm favors videos that are watched to completion. This insight further reinforces the importance of keeping videos short and engaging. By adhering to the 15 to 30-second range, you increase the chances that your audience will stay engaged until the very end. This, in turn, improves the likelihood of your content being featured on more users' feeds, expanding your reach and potential fan base. It's a strategic approach that leverages the platform's algorithm to your advantage.

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5. Engage with Your Audience

Building a community around your music on TikTok is a powerful way to foster a dedicated fan base. Likes, comments, and shares are not just metrics; they represent genuine interactions with your content. As an independent artist, actively engaging with your audience demonstrates authenticity and appreciation. Respond to comments, acknowledge shares, and take the time to foster connections. This sense of community can create a ripple effect, where your fans become advocates who share your music and support your journey. It's a symbiotic relationship that goes beyond the screen, forging a genuine connection between you and your audience.

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Venice Music artist Emlyn actively interacts with her fans on TikTok by responding to their comments in her videos. This direct engagement not only strengthens her connections with her audience but also ensures a consistent and vibrant presence on the platform, contributing to her ongoing content production. This approach not only helps foster deeper fan relationships but also supports her in maintaining a steady stream of content.In today’s digital age, leveraging social media is crucial for musicians striving to carve out a niche in the competitive music industry.

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Among the various platforms available, TikTok has emerged as a game-changer, allowing artists to reach global audiences and build a dedicated fanbase like never before. With millions of active TikTok users and growing, the platform offers tremendous potential to help musicians get their music heard and propel their careers forward. By utilizing the TikTok app effectively, musicians can tap into the platform’s vast user base to create viral moments, promote their music, and build a lasting online presence.

Why you should be on TikTok

The appeal of TikTok lies not only in its massive reach but in its ability to make content go viral almost overnight. By posting a catchy song clip, an artist’s official TikTok account can quickly capture attention through the app’s recommendation engine, which pushes content to new audiences. As more music artists embrace the platform, TikTok is shaping the future of the music industry, offering a new avenue for promotion and engagement that feels more personal and interactive than other social media platforms.

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Advice from a TikTok Expert

In a recent insightful webinar hosted by Venice Music, our special guest speaker Jessica Messier, Head of Indie Label Partnerships at TikTok, shared valuable strategies to harness TikTok's power effectively. As TikTok's active audience grew, musicians who mastered the platform were able to promote their music, participate in TikTok trends, and connect with millions of users. Here, we outline the ten essential best practices for how to promote your music on TikTok that every artist should follow to ensure success on the platform.

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10 Essential Best Practices for Musicians on TikTok

1. Consistent Posting is Key

For independent artists, maintaining a consistent posting schedule on TikTok is crucial for building and sustaining a dedicated TikTok audience, similarly to streaming platforms like Spotify and Apple Music. Posting your own videos regularly allows you to stay visible to your target audience. By aiming to post at least three times a week, you create a steady stream of TikTok content that keeps your audience engaged. If feasible, strive for daily posts to maximize your visibility.

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Consistent activity signals to TikTok’s algorithm that you're an active and engaging creator, which can increase your video views and lead to potential collaborations with other TikTok users. Over time, this consistent engagement helps build a loyal fan base and strengthens your music career.

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Consistency on TikTok also helps artists develop a recognizable presence. Just like with any other social media platform, TikTok's algorithm rewards creators who are constantly active. Regular posting keeps you top of mind for your followers, ensuring that your content doesn’t get lost in the noise. Moreover, TikTok users tend to gravitate toward artists who maintain a steady flow of content, making it easier for you to grow your profile and engage with new audiences who stumble upon your music videos.

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Case Study: Lil Nas X

Lil Nas X is a great example of the power of consistency. Before "Old Town Road" became a viral hit, Lil Nas X posted memes and short snippets of the song consistently, adapting his content to various TikTok trends. His regular presence helped the track gain momentum, eventually leading to massive success.

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2. Think of TikTok Like the Gym

Drawing a parallel between TikTok and a workout routine underscores the importance of regular engagement. Just as going to the gym regularly yields better physical results, consistent posting on TikTok yields better digital results. Regular engagement with the platform helps artists understand TikTok trends, target audience behavior, and the nuances of the TikTok algorithm. This understanding allows you to fine-tune your content, refining your style and optimizing your approach to capture and maintain your audience's attention. Over time, your TikTok account will evolve into a dynamic space showcasing your music journey, making it easier to connect with your fans and promote music on TikTok.

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The more time you spend interacting with TikTok's active audience, the more you learn what works best for your content. Like a fitness routine, it's about finding the right balance between effort and results. As artists become more familiar with the platform's rhythm, they start to understand what content resonates, whether it’s a dance challenge, lip-sync video, or a behind-the-scenes clip. Engaging regularly also helps you stay on top of new trends, giving you more opportunities to create relevant TikTok content that aligns with what your followers want to see.

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Strategy: The 70-20-10 Rule

To structure your posting frequency, follow the 70-20-10 rule: 70% of your content should be focused on music-related posts (performances, clips from your tracks), 20% should engage with TikTok trends, and 10% can be experimental or personal behind-the-scenes content. This approach ensures a balanced content flow and helps you consistently engage your audience.

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3. Embrace Shorter Videos

Given the fleeting nature of attention on TikTok, independent artists should prioritize brevity in their content. The TikTok app is designed for short-form videos, and the statistics show that the average viewer spends just 5 seconds on a TikTok video. To make the most of this limited window, aim to keep your videos between 15 to 30 seconds. This short video format is ideal for TikTok-friendly tracks and allows you to convey your message or showcase your talent without losing viewer engagement. Shorter videos are also favored by TikTok’s recommendation engine, increasing your chances of appearing on more users' For You Page (FYP). By keeping your content concise, you increase the likelihood of video views and overall visibility.

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Increase the chances of your content being shared

Short-form content is a big piece of the music marketing landscape. Not only is it easier to consume, but it also increases the chances of your video being shared across other social media platforms. TikTok's ability to make content go viral often stems from the fact that users can quickly engage with it and pass it along. By focusing on shorter videos, artists can also encourage their fans to create their own versions of your video, turning your song into a TikTok trend. These bite-sized clips are ideal for sparking a viral moment, and before long, your music could be featured in hundreds of videos uploaded by TikTok content creators.

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Case Study: Doja Cat’s "Say So"

The viral success of Doja Cat’s "Say So" on TikTok demonstrates the power of a well-chosen short snippet. A dance challenge using a 15-second clip of the song led to massive engagement on the platform, and ultimately, the track topped music charts worldwide.

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Time Your Hook

Make sure the first few seconds of your TikTok video are eye-catching. Start with a high-energy or visually compelling moment to grab attention and encourage viewers to stay engaged with your content.

4. Algorithm Insights Help Promote Music

Understanding the platform's algorithm is pivotal for effective music marketing on the platform. The TikTok algorithm favors content that engages users from start to finish. Independent artists who create short, engaging videos increase their chances of appearing on the FYP. By keeping your videos within the optimal time range, you improve your visibility on the platform. This approach allows you to leverage TikTok’s algorithm to your advantage, ensuring that your promotional efforts reach a wider audience.

By understanding the TikTok algorithm, artists can optimize their content, grow their TikTok profile, and ultimately increase their music’s visibility across the video sharing app.

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TikTok's recommendation engine is designed to surface content that appeals to user behavior. If your video gains traction, the algorithm pushes it out to more users, exponentially increasing your reach. This is where the importance of crafting engaging content comes into play. The more engaging and relevant your content, the more likely it is that TikTok will promote it on the platform. By understanding how TikTok’s algorithm operates, you can make smarter decisions about when to post, what type of content to focus on, and which hashtags to use, ultimately growing your presence within the TikTok community.

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5. Engage with Your Audience

Building a community around your music on TikTok is essential for fostering a dedicated fan base. Engaging with your audience by responding to comments, acknowledging shares, and creating duets or reactions to fan content strengthens the connection between you and your followers. Independent artists should view likes, comments, and shares not just as metrics but as genuine opportunities to interact with fans. Engagement encourages TikTok users to participate in user-generated content like dance challenges or lip-syncing videos featuring your music. This sense of community fosters loyalty, and as your fans continue to engage, the TikTok algorithm is more likely to expand the audience to whom it promotes your music.

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Venice Music artist Emlyn actively interacts with her fans on TikTok by responding to comments and participating in TikTok trends. This direct engagement not only strengthens her connections with her TikTok audience but also ensures a consistent and vibrant presence on the platform, contributing to her ongoing content production. Additionally, engaging with your audience in a meaningful way helps humanize your artist persona, making fans feel like they’re part of your journey rather than just passive viewers. It’s this connection that can turn casual viewers into lifelong supporters of your music.

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 @emlyn_music Replying to @MikWithoutTheC   PRESAVE "VILLAIN" NOW!!!!! 🩷🩷🩷 #villainera #peoplepleaser #peoplepleasing #villainoriginstory ♬ villain - emlyn  

6. Don’t Delete Videos

Resisting the urge to delete videos is a wise move for independent artists looking to make a mark on TikTok. The algorithm can be sensitive to content changes, and deleting videos may result in a temporary dip in visibility. Instead, if a video no longer aligns with your current strategy, consider making it private. This way, your video is still part of your content library, which can be valuable for users who discover your older posts.

Having a consistent body of work available helps maintain your TikTok profile’s integrity and provides your audience with a complete picture of your artistic journey.

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Older videos, even if they’re not currently part of your active strategy, can still offer value. TikTok users often browse through an artist's profile, looking for more content after discovering them. By keeping your old videos accessible, you allow fans to explore your evolution as an artist. Sometimes a video that didn’t perform well initially might gain traction later due to changes in TikTok trends or the way users discover content. Don’t underestimate the power of keeping a library of past work available for your followers.

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7. Utilize Trend Challenges Creatively

TikTok challenges are a powerful way to increase your visibility and engagement. Independent musicians can participate in popular TikTok challenges or create their own TikTok challenge based on their music. By leveraging trending hashtags and encouraging fans to participate, you can inspire user-generated content that showcases your work.

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Challenges are an essential part of TikTok's success, as they encourage active TikTok users to engage with your content in creative ways, whether through dance routines, lip-syncing, or other forms of interaction. By tapping into popular TikTok trends, artists can introduce their music to a wider audience.

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Creating your own challenge gives you control over how your music is presented. For instance, a TikTok challenge could involve a specific dance routine set to a catchy part of your song, encouraging fans to create their own videos. Popular hashtags associated with these challenges can help your content gain more traction, making it easier for TikTok’s algorithm to promote it. The more fans participate, the more likely it is that your music will go viral. Challenges also create opportunities for engagement as you can react, duet, or feature fan videos on your official TikTok account, fostering a deeper connection with your audience.

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Strategy: Create a Custom Challenge

Independent musicians should consider creating challenges that highlight a specific part of their song. For example, you can use Venice Music’s Clips Tool to select the perfect 15-second snippet of your track to turn into a challenge. Whether it's a dance routine or lip-sync trend, ensuring that the most engaging part of your song is featured increases the likelihood of it catching on.

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8. Collaborate with Other Creators

Collaborating with relevant influencers and other TikTok content creators can be a game-changer. Partnerships with creators who share a similar or complementary audience allow independent artists to promote their music. Collaborations can take many forms, including duets, dance routines, and joint creative projects. Working with TikTok influencers helps amplify your reach and connect your music with TikTok’s active audience. Venice artist thuy does an excellent job building relationships and interacting with other TikTok creators by running Open Verse Challenges and dueting participants. This type of collaboration helps her music reach new audiences while fostering a sense of community around her work.

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Collaborations offer the opportunity to tap into audiences that might not have discovered you otherwise. Influencers, in particular, know how to engage their followers, and by teaming up with the right ones, your music can be introduced to people who trust that influencer's recommendations. These collaborations can also spark creativity, allowing both artists to experiment with their content in ways that they might not have done alone. By engaging with other TikTok creators, you create cross-promotional opportunities that benefit both parties and help build a larger community around your music.

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Venice artist thuy does an excellent job of collaborating with other TikTok creators by hosting Open Verse Challenges and engaging with participants in duets. These collaborations introduce her music to new audiences and foster a sense of community.

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 @thuymusic #duet with @CG5 #OpenVerse ♬ girls like me don't cry (sped up) - thuy  

9. Leverage TikTok's Live Feature

TikTok Live is a valuable tool for connecting with your audience in real-time. Hosting live Q&A sessions, impromptu performances, or behind-the-scenes glimpses into your creative process offers a level of authenticity and intimacy that resonates with TikTok’s active users.

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TikTok Live helps independent artists create deeper connections with their audience while keeping their music top of mind. Promote your live sessions in advance and actively engage with viewers during the stream to increase follower engagement and improve the chances of your music being promoted through TikTok’s algorithm.

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Live interactions create a unique space for fans to connect with you directly. Unlike pre-recorded TikTok content, live streams offer spontaneous moments where artists can answer questions, take song requests, or share personal stories about their music journey. These real-time connections make fans feel more personally involved in your work, increasing their loyalty. By promoting these sessions across other social media platforms, you can draw in viewers from various places and expand your reach, helping to promote music beyond TikTok itself.

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10. Utilize TikTok Ads and your Artist's Official TikTok Account Strategically

While organic growth is vital, using TikTok ads to promote music can be a highly effective strategy for reaching a broader audience. Ads allow artists to target specific demographics based on interests, location, and behavior, making it easier to reach a defined target audience.

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By creating engaging and eye-catching ad content that showcases your music, you can increase the likelihood of reaching potential fans who are most likely to connect with your sound. Combining organic growth strategies with paid ads can elevate your TikTok campaign and ensure your music is heard by the right people.

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TikTok ads provide options such as In-Feed videos or TopView placements, both of which can showcase your music in a prominent spot. Artists should consider these tools when planning a larger TikTok campaign to reach audiences that may not discover their content organically. Paid ads are particularly useful when promoting a new release, challenge, or tour announcement, ensuring your promotional efforts are maximized. When combined with organic posting, ads offer a comprehensive strategy for building your music profile on TikTok and reaching your target audience on the platform.

Bonus Tip: Use Venice Music’s Clips Tool to Highlight Key Moments

One of the most effective ways to promote your music on TikTok is by choosing the right 15-second clip to showcase. With the Venice Music Clips Tool, artists can easily select the most engaging part of their song to highlight on TikTok and other social platforms.

How the Clips Tool Works:

1. Choose Your Best Clip: Select the 15-second segment of your track that will be featured on TikTok, whether it’s a catchy chorus, a memorable hook, or an instrumental beat.
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2. Optimize for TikTok’s Algorithm: By using the Clips Tool to select the most compelling snippet, you’re aligning your music with TikTok’s short-form content style, improving the likelihood of engagement and visibility.
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3. Maximize Cross-Platform Consistency: The Clips Tool works seamlessly with other social media platforms, allowing you to maintain a cohesive promotional strategy across TikTok, Instagram Reels, YouTube Shorts, and more.
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Conclusion:

Mastering TikTok as a musician requires more than just viral moments—it’s about building a consistent, creative strategy that authentically engages your audience. By combining regular posting, leveraging TikTok’s trends and algorithm, and fostering meaningful connections with your followers, you can turn TikTok into a powerful tool for music promotion. From using short-form content and collaborations to hosting live sessions, the possibilities for reaching new listeners are endless. By following these ten best practices, you'll be equipped to not only grow your audience but also cultivate a dedicated fan base that can propel your music career forward.
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Learn from the best in the Music Industry

To gain deeper insights and stay ahead of the curve, consider joining the Venice Pro Membership. With access to exclusive resources, like our workshop with Jessica Messier on TikTok best practices, you'll learn from industry leaders and refine your TikTok strategy to maximize your potential. Take control of your music journey and make the most of TikTok's dynamic platform.