Understanding The TikTok Opportunity

TikTok surpassed the one billion and 1.5 billion downloads mark on the App Store and Google Play in just one year in 2019. In this article we explore the opportunity for musicians and Squall influencers.

Introducing TikTok

TikTok allows users to create short videos, adding music (from a searchable database), filters and on-screen graphics. TikTok enables everyone to be a creator. Their mission as a company: "To capture and present the world's creativity, knowledge, and precious life moments, directly from the mobile phone."

TikTok was originally launched as Douyin in September 2016 in China. In 2017, the app was launched for users outside China by ByteDance. TikTok and Douyin both use the same software, but different networks to comply with Chinese censorship laws. TikTok is now available all around the world on both the Apple App Store and Google Play for Android.

TikTok and Musical.ly

Remember Musical.ly? In late 2017 TikTok's parent company ByteDance bought it, as a result of the merger, TikTok gained access to the lucrative US teen market, previously dominated by Musical.ly.

Understanding The Scale of TikTok

As of Q1 2019, TikTok was the most downloaded app on the Apple App Store with 33 million downloads (Sensor Tower, 2019) this places it ahead of YouTube, Instagram, WhAtsApp and Facebook Messenger. These results are no flash in the pan, this is the fifth consecutive quarter that TikTok has been the most downloaded app on the Apple App Store, proving TikTik's continued ability to continue to grow it's user base.

Who uses TikTok?

From the outset TikTok was designed to attract young audiences and it's worked. 41% of TikTok users are aged between 16-24 years old (Global Web Index). With the Chinese connection via Douyin it's no surprise that a large part of the TikTok audience comes from Asia. TikTok has been downloaded a staggering 467 million times in India, which amounts to nearly one-third of it's total downloads. China is second with 173.2m downloads and the US third with 123.8m downloads. In 2019 TikTok was available in 155 different countries (Apptrace)

Time spent on TikTok

On average TikTok users spend an incredible 52 minutes per day on the App (Business of Apps), this puts it on par with Instagram (53 minutes), ahead of Snapchat (49.5 minutes) but slightly behind Facebook (58.5 minutes per day).

What's more 90% of all TikTok users access the app on a daily basis. 68% of TikTok users watch someone else's video and 55% upload their own videos. (Global Web Index)

Video Views on TikTok

There were more than 1 million videos viewed every day in a year! (Influencer Marketing Hub) and it reached this figure within one year.

The TikTok opportunity for Musicians

If you or your band makes music that appeals to the teen audience (Pop, hip-hop, R&B, Grime etc) then you should consider distributing to TikTok. CDBaby recently announced their are now distributing music to the app which means the next time a creator is looking to create a dance routine, they could be using your track. Who knows you could be the next Supa Dupa Humble.

Revenue opportunities for artists

Like so many new music start-ups, direct music revenue is either zero or low, but expect that to change as the major labels begin to truly understand the opportunity. While you might not see much direct return from TikTok, there is evidence that success on TikTok drives additional income on Spotify. LA singer-songwriter Ava Max saw this effect with her song 'Sweet but Psycho' which initially flew under the radar before being picked up by the TikTok community, this attention helped the song to more than 550 million streams on Spotify.

Squall influencers on TikTok

Squall connects musicians to social media influencers we get music heard and influencers paid. Previously to register as a social influencer on Squall you were required to have 3,000 followers on Instagram or Twitter, now we are extending that to also include TikTok. You can now also share the music discovered on Squall on your TikTok channel. Join Squall today for FREE.

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