In less than a few years, TikTok has turned from up-and-coming social media sensation to full-fledged music-industry force-a place where songs can be launched to viral success, forgotten tracks can be revived, and unknown artists can be thrust into fame overnight. Its format of bite-sized videos and highly interactive users has built a new path for music traction that has perfected chart-toppers which, without the influence of TikTok, would have gone unnoticed. As TikTok continues to shape and shake up the music trends of today, trying to figure out how this platform has become such a popular influence-and what that means for the future of the music industry-is well worth doing.
The TikTok Formula: Catchy, Short, and Repeatable
Core to its construct, TikTok is all about short-form content—videos only from 15 seconds to three minutes in length—that creates a want for repeated watching. The kind of music that succeeds in going viral on TikTok is usually memorable, repetitive, and aptly recognizable within a couple of seconds. What works on TikTok are actually hooks, beats, or even lyrics which can be brought to the front or repeated in a short-form video. This formula only makes it simple for songs to embed themselves in users’ minds and, in turn, encourage them to also make videos using the very same music in order to lift the spread of the track.
The site has a tendency to breed trends-which is connected to its algorithm that delivers content to users that it knows they will find appealing. And when a song really starts to gain momentum, the algorithm gives it more visibility, pushing it out to more users and into the “For You” page-the TikTok equivalent of trending content. It’s based on this engaging cycle that can quickly snowball-more and more users creating content with the song, feeding its popularity and sending it to the top of music charts.
Viral Hits and New Artists: How TikTok Creates Stars
The arguably most astounding feature of TikTok is the way it advances unknown artists. If some tracks appeal to TikTok users’ tastes, then streams and downloads can increase astronomically. For example, “Old Town Road” by Lil Nas X started with a relatively small track on TikTok but turned into a global hit thanks to the viral power of TikTok. The combination of its infectious beat, genre-defying style, and quirky appeal made it the ideal track for TikTok creators to base their content on, catapulting Lil Nas X into global fame and the top of the Billboard charts.
Another success story is that of Olivia Rodrigo, who saw her debut single “drivers license” take off on TikTok amid much debate, cover versions, and parodies. The viral hit that “drivers license” achieved on TikTok was one of the main contributors to its instant chart performance, as fans who discovered the song on the app went on to stream and download it in record numbers.
TikTok has also given a platform to established artists to find newer audiences. For instance, Doja Cat’s “Say So” became a viral hit on TikTok in 2020-nearly two years after its release. The song’s catchy, danceable beat and recognizable hook made it a perfect candidate for TikTok’s music ecosystem, and the viral dance challenge which followed helped propel the track into mainstream popularity.
The Resurgence of Older Songs: Rediscovering Classics
Contrary to what most would have predicted, among the many impacts TikTok has brought to the modern music scene is the power of reviving older songs long forgotten and giving them the opportunity to be heard. Songs that might never have reached hit status upon their initial release can be revived through TikTok many times to reach a new, younger audience base. But take, for example, the case of Fleetwood Mac’s “Dreams,” which went viral all over again in 2020 after TikTok creator Nathan Apodaca, aka @420doggface208, posted a video of him skateboarding and sipping cranberry juice to the track. The clip went viral in no time and launched the 1977 hit back up the charts, introducing it to a generation who might have otherwise never have heard it.
The same happened with songs like “Rasputin” by Boney M. and “I’m Just a Kid” by Simple Plan, both of which are viral TikTok sounds for years on end since their release. When users create videos from these old songs, there is generally an attachment to nostalgia, which in most cases connects the older generation to a more modern one just finding them. This might result in increased streaming numbers for classic hits while at the same time creating new streams of revenue both for the artists and the record labels.
TikTok’s Influence on Billboard Charts
TikTok affects more than just digital streams and downloads. It has a strong influence on big topping charts such as the Billboard Hot 100, which provides streams, sales, and radio play-all that the viral power of TikTok can reach. A song that goes viral through TikTok can instantly see a rise in streams across platforms like Spotify and Apple Music and even sales on digital platforms. This of course has made TikTok a very important part of the artist’s strategy in making it to the Billboard charts.
With the huge clout brought about by TikTok, record labels adjusted their marketing policies to realize that success on TikTok can actually translate directly into chart performance. Many labels now put together separate TikTok marketing campaigns with the participation of influencers, calling on fans to create some kind of dance challenge or to use a specific sound clip in their videos. Traditional radio stations also pay attention to songs trending on TikTok by adding them in their playlists according to how viral they get.
TikTok as a Music Discovery Platform
TikTok is certainly one of the most talked-about leading platforms for music discovery. Other services, like Spotify and Apple Music, have offered curated playlists and algorithms in an effort to assist users in finding new music. However, TikTok offers discovery in an organic and user-driven way. With just the ‘For You’ page alone, they are exposed to a huge amount of music that they otherwise would probably never have looked for. This has made TikTok a vital force in music discovery, with scores now making it their go-to for new music discovery.
The Role of Challenges and Memes in Shaping Music Trends
But one of the distinguishing features of TikTok is the interactive trends in dance challenges and memes that center around a song. Such challenges don’t just promote a song but also allow creative engagement with it. For example, songs like “Savage Love” by Jawsh 685 and Jason Derulo and Megan Thee Stallion’s “Savage” reached viral status thanks to TikTok dance challenges. These trends create the community around the music since users are joining one common cultural moment.
Memes take center stage in TikTok music trends where users create humourous or relatable content using specific songs. For example, Doja Cat’s “Streets” achieved its traction through a meme known as the #SilhouetteChallenge and Masked Wolf’s “Astronaut in the Ocean” reached viral success with its utilization in comical, often hyperbolized situations.
The Future of Music in a TikTok Dominated World
With TikTok’s ever-increasing influence on music, one has to wonder what that means for the future of music. As the creation of music becomes increasingly focused on appealing to the specific environment of the platform, there is a fear that the artists are going to be forced to make tracks that could likely go viral rather than focus on artistic vision. There will probably be more short hooks to fit TikTok’s format and the structure and style of music to suit this new digital reality.
On the other hand, the democratic element provided by TikTok for boosting emerging, independent artists now allows anybody with a special sound or talent to reach millions of listeners. That would likely result in a very diverse, dynamic music industry where non-mainstream artists have an opportunity to thrive alongside major label stars.