So on this channel we’ve been going over
strategies for growing your fanbase using TikTok but since I’m a nerd about marketing strategy
in the previous episodes of this series we have gone into more advanced strategy of how to grow on
TikTok but since I am always reading your comments and what you post in my facebook group I know that
you want some clarity on some basic functions of how you grow on TikTok. So in this video I’m going
to show you how you grow on TikTok and help you understand the rules of the road.
Hi I'm Jesse Cannon a music marketing nerd whos teaching musicians how
to grow their fanbase from zero to 10,000 fans and this is Musformation.
Before we get started some of this stuff may be a little basic to you so if you get bored feel free
to skip through the chapters of the video. So I want to be clear about the objective
of promoting your music on TikTok cause every week I talk to you all in the comments of
these videos or in the consulting calls I do and I feel like you all are increasingly losing the
plot here. I know you hear stories of these stars made on tikTok but you probably don't make
music that would do that. But what you do is make music that a lot of people would like
and what we’re trying to do is take advantage of one of the biggest opportunities in music
promotion to have some fun, express yourself and then have it draw attention to your music.
Unlike some of the YouTube grifters on here, that talk about music marketing I am not going
to gas you up with unrealistic expectations what I’m going to outline here is how you
get in front of the eyes of the people most likely to enjoy your music who will then lift
up your numbers and build your fanbase.
Now I do want to clarify if anyone tells you something
definitely works or doesn’t on TikTok right now they are a fool as this app is still coming into
its own and people will redefine the rules in big ways in the coming years BUT these are what works
in most case scenarios. But enough of disclaimers so I can evade being punished by internet
know it alls in the comments… Lets go!
Attention Span of TikTok
Ok lets first understand the main thing that sets TikTok apart from other social
media apps and defines this era of social media. When Twitter came out one of the things people
liked is the Internet was filled with long blogs, articles explaining things that really didn't
need 2,000 words since you just wanted to hear what in the hell happened.
Most of us just
wanted the TLDR meaning Too Long Didn't Read and that led to the Tumblr trend of ending a
long story with a TLDR or what some of the more insufferable virgins do to my youtube videos where
I go long on subjects people want more details on it clearly not getting the point like they always
do annnnyyyyyywaaaayyyyyy What I am getting to here is that TikTok has essentially done what
Twitter has done to the article and made it in performative video form. Give me some information
or a fun visual and present it to me as fast as you can and once its done let me swipe on it. I
say all this to say when I look at your TikToks it seems you don't get this is the very core of
what people are looking for here in the app.
So here is what your potential fans on TikTok are
looking for – The name of the game is how do I say or this in as little time as possible to where
its effective and entertaining for the viewer. That is to say unless a pause in your speech is
needed for affect, cut it.
Unless your creating anticipation cut it. If a sentence is unneeded to
convey your meaning and at all superfluous cut it. And most of all since I see
so many of you neglect this, cut every single pause before you start speaking
and chop off the end of the video silence that's especially important since your video
spreads less if the user scrolls past it.
So after I tell people that they immediately ask
me why theres a three minute option on TikTok if that's the case. Listen up here chief – a quick
look around the stats on the Internet the majority of what spreads on tiktok are things when that 15
second button is pressed and they are done under that time. And while 60 second videos still spread
the ones that are longer than 60 seconds that do are an exception to a exception of the rule. And
now is probably a good reason to breakdown why TikTok has one goal and its to keep you scrolling
through that app and if you get bored your more likely to leave the app.
So they punish videos
with lulls and that do bad superfluous story telling and show them to less people and reward
the videos that keep people there. You may have noticed theres this trend that's growing on the
app where the video seems to cut off too soon like literally the last bit of the last word
doesn't even finish. This is actually because if the video starts its loop again its more highly
rated. Nevermind if someone watches again to try to take in what they were saying its even more
highly rated by the TikTok algorithm.
Lets remember your objective is for people to
watch the video if not more than once since that tells the algorithm the audience was intrigued
by what they saw and for people to send it out to friends and share it with them.
the decision tree for how long a TikTok video should be is always easy and its down to however
short it can be while being effective for people to enjoy it, make it as short as it works in. Cut
the fat and frankly if you're just speaking in it or moving you can even mess with the speed in
the app OR if you edit in Davinci Resolve like me you can speed up clips there.
I find I can speed
up clips between 1-10% and they are more effective and do really well.
What to post
OK I have some simple questions you can ask
yourself about to post on TikTok each day when you're trying to figure out what to post.
What's the most interesting thought you had today – Tell people about it and see if they
bond with you or have thoughts of their own. What's great about posts like this is if you're
hashtagging them for your microgenre is they will find the people most likely to enjoy your music
and odds are you have similar interests to them and they will see your band name see commonality
and hopefully explore your music or even better send it to a friend which helps
its rank in the algorithm.,
What's an interesting thing in music you can
tell TikTok about – An easy way to find an audience that will potentially like your music
is share your thoughts on that genre and explain things you see you think most people don't.
Tell us what's exceptional in your life – Give us the highlight reel of your musical life
and show us your lifestyle and hopefully others will bond with it and enjoy it.
Tell stories around your music – Of course, we want to also promote your music so all the
storytelling we talk about on this channel should be converted to TikToks. And if you
don't know what im talking about on the screen now or in the description is my playlist on
how to tell stories around your music. This can be the best moment from your playthrough or
explaining a lyric in your songs meaning.
But you may be wondering how to tell them?
TikTok has tropes these are the formats you tell a story in and if you're watching regularly
you can figure out how to present your videos within them which will help them perform better.
Some musicians I have coached find it best to make a list of their ideas for videos then watch for a
while and see the tropes of storytelling on TikTok and figure out the best one to put it into.
So they may have an idea to talk about how the concept of supuku that they sing about in their
latest song plays into their music.
What they will do is wait till they see another user do a tiktok
trope where it would work and then make the video that discusses this.
The Rub Of TikTok
But I know I have been mr brightside about tiktok
for this whole video so its time to discuss the Rub. there is this conflict inherent in tiktok
we should understand. If you are a smart person who has been paying attention to what I have
been saying here you may have noticed a rub. TikToks goal is to keep you on the platform and
your goal is to get people to leave it and stream your song. Thats quite a conflict of interest
if you ask me but here’s the thing as long as a lot of your posts are less “go stream my video
on youtube” or ”stream our new song on spotify” and you are gluing fans with good content and
using those hashtags to stay in front of their eyes they are going to get curious after
these tiktok addicts spend time seeing you all the time and getting to know you and jump
over and listen on their own accord.
And this isn't me just saying some wishcasting bull we see
it in data and analytics all the time. Make sure you're posting TikToks that give people a glimpse
of your personality and it will build bonds that inspire curiousity. Put your songs as background
for those videos and you will have covertly made them familiar to the fans most likely to
enjoy your music and they will feel like theyve already heard them before and be more likely to
like them since we all know that feeling where we need to hear a song a few times before we
like it and that work is getting done on TikTok. I know this conflict of interest is real but the
reciprocal growth of those who are doing well on tiktok getting spotify streams is real yall.
And here’s another tip on how you get people
to actually stream your songs. Once you have 1000 followers you can drop one of those fancy
lists of links in your bio. And while we’re talking about TikTok I think its important to
also talk about one of the things people love about it which is that it really does have a
level of investigation that is so much deeper than Instagram. What so many musicians love about
the platform is the users actually look at their profile and click around and build relationships
and because of that you need to have the app that builds those relationships better than anything
I have ever seen. So I want to stop and tell you about the sponsor for this video Koji and you may
be thinking Jesse what the hell you never do this? Thats right because my promise to you is I would
never discuss a product I don't use everyday and love. So I am really excited to have them
sponsoring this video since it is an app I use on my own profiles and have advised others to use in
For those of you who haven't had this app make your life as a musician sooooo much better
Koji is a link in bio app store for Creators, it offers a free to use, free to customize link
in bio platform and is truly the best link in bio for musicians. You know just like you have seen
when you click the fancy profiles of your favorite artists and they have a list of links. Well you
can have that too FOR FREE! But here’s the thing you have probably seen ones like linktree but Koji
has this app store where you can do amazing things that give your fans an amazing experience and
ways to interact with them, build relationships AND EVEN MAKE MONEY. And I wanna say these are
not IOS apps – nothing to download – these are LINK IN BIO apps that live on the link in your bio
on ALL your socials 24/7 So let me show you a few that I find to be amazing for music marketing.
Music Links Allows you to do one of those free link fire type things that lists everywhere a fan
can listen to your song.
Promote any track, album, or playlist by linking to every platform
it’s available on: Spotify, SoundCloud, Apple Music, TIDAL, Amazon Music, Bandcamp,
Deezer, YouTube Music, the iTunes Store.
Though I always tell all of you to really
focus on Spotif so the one I tell artists to use is the spotify embed app where you can add
any album, playlist, artist, and song from Spotify directly inside your Link in Bio. and I mean
come on this looks great and is such a better impression on a new fan than anything else I have
seen as well one of my other facvorites is the
LOVE JAR – since I think so many musicians
don't take advantage of how many people would probably tipo you even if you fanbase
is in the hundreds those who really feel you want to support.
I mean most people are
streaming your music for free, so why not let them drop you a note about how much you and your music
means to them..and show you some $ love as well.
In future videos well get into some other apps
I love that Koji does that can both build your relationship with them and help you make money To
learn more and get your own free koji link in bio page for your tiktok, insta and Twitter page head
to the description or to withkoji.com that w i t h k o j i dot com OK back to TikTok.
So a lot of people ask me about the quality
of their video and audio on TikTok and I am going to be honest I see videos with bad
quality of both all the time but just like we want to keep these videos as tight and lacking of
superfluous details as we can the better you can make the videos great.
But in all honesty as long
as your room isn't a echoey catastrophe or noisey air pods or apple headphones will do you just
fine. As long as you have a relatively new phone the cameras gonna be more than enough theres
no reason to shoot on a sony a 7 iii like me and trust me I only do that because its
easier to do than setting up my iPhone.
But how often should you post?
I tell everyone your goal should be once a day but
in all honesty if that sucks the joy out of your life, well there’s no need to do but I think that
is optimal for aspiring artists. I know the common advice is 3 times a day but that’s for people
whole are trying to become tiktok stars whereas if your trying to draw attention to your music that's
a lot of noise.
The only reason I think posting 3 times a day is helpful is it helps you learn fast
and you can look back and explore what's working. Now is also a good time to point out that if a
video is tanking and getting way less views than normal after 24 hours you can definitely delete it
and not let it stain your grid. Even *I* the all knowing all seeing god of marketing strategy have
had to do it before. I know… stars theyre just like us right? But also don’t be afraid to learn
in public the best part of making a not good video is it doesn’t spread and no one will see it. Trust
me if you’ve ever watched my early videos on this channel you know I stand by the philosophy that
you should just get started making things and improve as you go
Ok lets talk about hashtags, so what's important
about hashtags on TikTok is you're able to say talk about your depression with your song
in the background and if you hashtag them for your microgenre it will get served to
those people and as long as its something your community responds to it will do well.
also of course for clips from your music video or whatever. You can figure out which hashtags
do best for your common videos by clicking the button and seeing which hashtags have the
highest numbers now here’s a little secret I have seen some less crowded hashtags do well so
for example if your genre is pop punk doing both punk pop and pop punk can be more effective since
you don't need as big numbers to get through the hashtags audience. Once you know your regular
hashtags I strongly suggest you do what I show in the video here and copy them, and go to your
settings to general then keyboard then save them as a short cut so you don't have to type them
Also remember to observe the hashtags your targets use as they may have found things
that work for them that may work for you.
Lets also remember putting songs of your
genre or of TikTok trends also sorts who TikTok will send the video to. They send it to
people who watch videos with that song in it, so knowing the trending videos of the genre
and using them in your videos can be just as effective as knowing your hashtags. Also fun fact
you can even turn that song down so its inaudible but use the trending song to get
your video to spread more.
Also keep in mind when your targets or your
friends in your community make great videos you can target them and do duets with them and
show support while hashtagging them and showing your name to the algorithm on the back of their
good content. This is yet again why TikTok is so great for music marketing.
Ok lastly before we go I am going to give
you a few fast thoughts on other ways to optimize your performance on TikTok so its
growing your fanbase as much as possible.
Reply to every comment and be sure to heart
all of the ones that aren't mean to you as this can be the start of a fan relationship and
since unlike Instagram TikTok does so much work of sending you to new people who are really likely
to be susceptible to liking your music I cant emphasize enough that this is a new potential fan
so giving that heart and reply is often the start of a relationship that gets you a new fan.
Do not be shy when promoting your music to do your emotional pitch and tell someone
how they could feel if they streamed your song. And if you don't know what I mean by
an emotional pitch theres a link on how to get more streams with an emotional call to action
in the description below or on the screen now.
Also remember TikToks are YouTube Shorts and
Instagram Reels and while you don't want to canibalize your views on TikTok since it has the
most potential for growth I think its smart to repurpose your best content that does well a
day or three later on both YouTube and Insta but be sure when you put up a TikTok to
schedule a tweet linking it for about an hour or 2 later to give it some juice.
As you get more followers you get more privileges like going live which I think at this point may
be more smart to do on TikTok than instagram especially if you have about the same amount of
followers on each. And you also get privileges at 1000 followers link being able to add a linktree
or website. So be sure to keep up on that.
OK on this channel this is the type of stuff
we discuss so if you're interested in that you should definitely like subscribe and most
of all get notified so you don't miss crucial videos I post for helping you level up building a
I answer every comment below that doesn't ask why my nose is so stuffed up. So if you have
a question hit the comments on the screen now is a video on how to on how to blow up on TikTok
in 2022 or how to grow your fanbase from zero to 10,000 fans oor how to blow up on spotify in
2022. Click and keep learning thanks for watching..