TikTok Promotion & Marketing

Everything You Need To Know About TikTok Promotion

Social media is big business. Meta’s Facebook and Instagram are still the largest social media platforms in the world, with 3 and 2.4 billion monthly users respectively. Yet TikTok has fast become the third-largest player in the social media world with 2.2 billion monthly users in 2024. That makes it a very valuable music promotion tool for musicians. Enter the increasingly popular TikTok Promotion.

TikTok Music Marketing: How to Promote Your Music on TikTok

TikTok has seen an impressive surge in growth, hitting the 2 billion users mark at a much earlier stage than either Facebook or Instagram. So for bands considering their marketing and social media strategy, it’s sensible to have the platform as a central pillar.

In this article, we’ll examine what makes videos grow organically. This includes how to leverage Tik Tok marketing and how to use TikTok to promote music.

What Is Tik Tok?

Tik Tok is a video-based social media platform where users can upload videos. Unlike YouTube, the Chinese-owned platform is geared towards short-form videos ranging from 15 seconds to 3 minutes.

In its early days, the app was known for videos of challenges and lip-syncing set against music. In its purest form, these were often fun and innocent pieces of content with the goal of mastering specific dance moves to songs. On the more controversial side, it at times attracted sometimes zany or even dangerous challenges. Challenges like the ‘birdbox challenge’ users filmed themselves driving whilst blindfolded – sadly with some fatal conclusions.

Fast forward to 2025, and Tik Tok has solidified its place as a leading social media platform. It is shaping culture, trends, and how people engage with content worldwide. Initially known for its short-form videos, the platform has now expanded its features. It offers tools for creators to produce high-quality content, including longer videos, advanced editing options, and interactive live-streaming.

TikTok is more than just entertainment—it’s become a hub for education, brand marketing, and community building. Businesses leverage the platform to reach younger, highly engaged audiences. Creators use it as a launching pad for careers in music, fashion, and beyond.

Its powerful algorithm ensures personalized content discovery, keeping users hooked and fostering niche communities. In 2025, TikTok isn’t just a platform; it’s a cultural force, driving global conversations and creativity.

TikTok Song Promotion

From a music perspective, artists like Ashnikko have built their fanbase on Tik Tok promo. Sharing all kinds of content including new song ideas, behind-the-scenes footage, live Q&As and even random thoughts. They’ve then utilised this fanbase to grow into other forms of media. Another case point is Lil Nas and his channel, with millions of users that really blew up when he went viral on the app.

Other artists have used Tik Tok promotion as part of a wider strategy to reinforce their image. Justin Hawkins of The Darkness has a great channel where he listens to, plays along with and comments on releases by other artists.

One of the strengths of TT, both for users and for creators, is the ease of use across the platform. Whilst you can follow specific accounts, the news feed is presented in two different flavours. “Following” and “For You”. The “Following” stream is exclusively for content from followed accounts. The feed defaults to the “For You” stream.

TikTok Marketing

The For You stream (FYP) is a mixture of followed and unfollowed accounts where the algorithm suggests new content to the user in an infinite scroll format. This makes the platform more interesting to users. The more time they spend on the app, the more the algorithm learns what kind of content works best for that user. 

Similarly, it means that for creators, using TikTok music promotion and TikTok marketing strategies has a much greater potential for organic growth and increased views for content.

Unlike Facebook, Instagram and Twitter, the content on Tik Tok is all video. Each piece of content fills the entire screen and the video is simply looped until the user scrolls on. These are significant factors because it means that TikTok occupies much more of a user’s attention than its competitors.

It is much harder to silently scroll through Tik Tok whilst watching the TV as many users on Facebook, Twitter and Instagram do. As each video fills the screen, the next item isn’t there, tempting the user to scroll on. This encourages users to pay attention to the video they are watching in order rather than looking for the next one to scroll.

As a brand owner, you should think about TikTok advertising and TikTok for business. This is where you can create specific videos to engage with your active users and provide added value. The platform offers the perfect opportunity to get your music heard – whether that’s through TikTok influencer marketing or using TikTok paid promotion to promote your song on the app.

Top Tips For Success in TikTok Music Marketing

• Be your authentic self
• Connect with other musicians
• Hashtag wisely
• Get your song pitched to influencers
• Think laterally. You don’t have to follow the herd, you can think of innovative ways of standing out from the crowd
• Stitch or duet with other artists
• Did we mention being your authentic self? TikTok loves to keep it real, so bear this in mind

How To Go Viral On TikTok

Going viral is the holy grail of social media strategies. It’s easy to understand why going viral is a positive thing for building brand awareness and exposure for artists and their music. The views can rocket to multi-million video views. The resulting attention from that huge bank of interested people can translate into some pretty significant sales.

TT’s penchant for dance-based challenges makes it extra tantalising to musicians for the royalties alone. Huge numbers of people filming themselves dancing along to your song will be a game-changer for your target audience.

But going viral is kind of like being cool – as soon as you try too hard, it becomes impossible. That said, there are some things you can do to help make your videos gain greater organic (unpaid) visibility through the platform and increase your follower count.

#1 – Post Regularly

There are a lot of different opinions on what constitutes regular posting. Some guides recommend posting 3-5 times a day. Others suggest that at least once a day is a good rule of thumb. In his BBC Introducing Masterclass, TikTok’s Head of UK Artist Partnerships, David Mogendorff, suggests 3-5 times a week.

However often you post, one thing is clear – the more you use the platform, the more it works for you. Of course, there’s the added bonus that you start to learn what kind of content might work best for your channel.

#2 – Stay in Your Lane

Having a niche is a really good thing, especially when it comes to mass media. If you can focus on a specific group of people who seek you out and are interested in your content, you will see your follower count grow with people looking for the kind of content you provide. The algorithm will then suggest your content to other users in to the same kind of thing.

This doesn’t mean all your videos should be the same. In fact, it’s good to mix it up within the framework of your niche to keep your content interesting. However, it does mean that if you are posting funny cat videos one minute, love songs the next and political rants the moment after, you may not see the organic growth and additional followers you might expect if you pick a niche and stick to it.

#3 – Hashtags

Hashtags work a little differently on TikTok compared to how they work on Facebook. Rather than users following specific hashtags, TikTok uses hashtags to categorise your content. This is why it’s useful to stick to a niche. Your channel and content will become associated with a specific niche category of videos and from there the algorithm can suggest your content to users that will react positively to your content. There are also hashtag challenges to follow that can lead to your music going viral.

There is also a trending tab which can give you some early insight into the latest video trends and trending hashtags. Some guides suggest hijacking the trending hashtags and adding them to your video. However David Mogendorff (UK Head of Artist Relations at TikTok) suggests that it works better to try to keep your hashtags in line with the content you are producing. This allows the algorithms to work for you more over the longer term.

#4 – Duets, Stitch and Comments

There are some cool features when posting videos that are geared toward collaboration and interaction:

The Duet feature allows users to take your video and create another video of user-generated content alongside it. This is a great tool for people who want to sing along with you and post a reaction to your video.

Stitch allows users to take a portion of your video and incorporate it into a video they are creating. You can enable comments on your content and replying to them can also drive engagement in your video.

A video with a high interaction count will do well as the algorithm can easily establish if the content is interesting to users of the platform. Metrics like how much they comment, stitch or duet the video teach the app what works. It’s worth checking out the creator tools on the app to see just what you can do.

TikTok Promotion Paid – Does Tik Tok Promotion Work?

In addition to the organic reach you can achieve with your content, there is also a Tik Tok Promoter platform called “Ads Manager”. This allows you to pay for prioritised reach in the feed. You can upload and manage your ads from the Ad Manager webpage on a computer or you can also promote directly from within the app.

In either case, there are loads of excellent resources for small businesses and creators to boost your marketing strategy. Overviews of how promotion works and examples of good content that businesses have used to achieve results on the platform and convert to website visits.

Like other social media ad offerings, you can set your budget and how long you want your ad to run and monitor your progress in the analytics. If you are looking to trace how effective your ad is in driving traffic to your website, for example, you can also install a pixel on your website. This tracks traffic from TikTok to your website and can give an indication of how effective your ad campaigns are.

If you are wondering is TikTok promotion worth it, one thing to bear in mind is your music must be licensed in order for you to use it on the platform. This is something you can arrange through your digital distributor but it essentially means that the platform has the relevant copyright permissions to use your music.

Choosing The Right TikTok Promotion

When it comes to promoted music Tik Tok is not a music marketplace – i.e. you cannot sell your music (either digitally or as physical CDs, etc.) on the platform. However, you can use TikTok content to generate interest in a release or use it as a call to action and link to Spotify or a platform where physical records can be purchased.

But remember – think carefully about what you want your promoted content to look like. Users have become experts at spotting ads a mile away and pay less attention to content that is obviously an ad.

This is where it can be beneficial for your content to sit comfortably alongside the content generated by other users of the platform – you achieve more reach with a video that looks natural than you can with a full-production ad.

How To Promote Tik Tok On Instagram

TikTok promotion is already integrated with Instagram. When you create a video the option to automatically share it straight to Instagram is baked in. This can be really useful if you are sharing your content on multiple platforms. When you upload a video and automatically share that content to Instagram, TikTok automatically adds a logo and an end screen that highlights your TT handle – promoting your channel.

This can be more beneficial than simply uploading the video to Instagram directly. It highlights to your followers that you have more content on TikTok and as more and more users move from Instagram to TikTok, it can be helpful to translate some of your following from one platform to the other.

As a tip, it is great to promote your TikTok content on Instagram but it is also important to make sure you have independent strategies for each platform. Having exclusive Instagram and exclusive TikTok content with the odd video that appears on both allows you to make sure your content is more appropriate for the specific algorithms of each platform. This also gives your audience a reason to follow you on both TikTok and Instagram. And of course, the same logic applies to Facebook, Twitter and YouTube as well.

TikTok Promotion Campaigns

When you sign up for a campaign with a music marketing agency like Music Gateway – which has a network of trusted TikTok accounts, influencers and TikToker contacts – this takes the stress away of sourcing them on your own. They then pitch your song to their network, and some of those influencers may decide to use your song in their video. This means that their followers will hear your song and in turn, you get the promotion. You can even go viral!

Understanding Tik Tok Promotion & Influencer Marketing

Wondering what is TikTok influencer marketing? It’s a form of social media advertising where influencers promote content in a way that feels authentic to their followers. This can include promoting your latest tracks or performances.

By tapping into TikTok influencers marketing your music promotion gets to level up. That’s because you’re putting your music in front of engaged users who are more likely to resonate with your sound. Music Gateway can help connect musicians with the best influencers to maximize campaign success.

Promoting Your Music on TikTok: Key Features & Tools

When you’re ready, you can use TikTok’s native promotion features. They are straightforward but highly effective. TikTok promoted posts are ads that allow you to reach a wider audience beyond your followers.

Wondering how does TikTok promote work? It uses targeting algorithms to display your content to users who are most likely to engage with it.

For instance, you might be wondering how to promote TikTok videos with your sound to go viral. Or maybe you’re thinking about how to promote a product on TikTok using your sound. These are all ways the app can get your music out there to potential fans. The key is to choose your content wisely, be yourself and think out of the box. TikTokers love originality!

Is TikTok Promotion Worth It for Musicians?

One of the top questions asked by musicians is ‘is TikTok promotion worth it?’ The answer is YES! TikTok promotions can significantly increase exposure. Just make sure you’re consistent with your content and learn how to promote on TikTok engagingly.

Music Gateway can help you understand how to promote TikTok video free if you’re on a budget. Most imprtantly they provide tailored strategies on how to promote TikTok to align with your overall marketing plan.

Understanding TikTok’s Payment and Fees

Even though it doesn’t directly relate to music per se – if you are promoting a video with your music you will still want to consider the cost to promote on TikTok.

These costs can vary based on your campaign type, the duration, and how much you’re willing to spend on ads. For a more budget-friendly approach, Music Gateway can help you leverage free TikTok promotion techniques. Most importantly, they can take the stress out of finding the right influencers and build a strategy that works for you.

Conclusion: Your Path to TikTok Promotion Success

Are you looking to increase your TikTok followers, boost your TikTok videos, or simply promote TikTok content effectively? Well, Music Gateway is here to help you navigate the complex world of TikTok promotions. We can assist in aligning your promotional strategies with your music career goals, ensuring that every step is designed to deliver results.

With the right tools and support, you can take full advantage of TikTok’s platform. This will ultimately help you to grow your audience and make a lasting impact on the music scene.

Promoting on TikTok is a fantastic way for musicians to expand their reach, but it requires strategy. Whether you’re using TikTok promote, working with influencers, or experimenting with promotion codes, it’s crucial to have a clear plan.

At Music Gateway, we can help you navigate Tik Tok promotion, providing services that can connect you with the right influencers, optimize your content, and maximize your music’s visibility. Ready to take your TikTok presence to the next level? Let’s work together to create a TikTok strategy that helps you achieve your goals!

Let’s get started today and amplify your presence on Tik Tok!

That Was Our Guide To Tik Tok Promotion

So that should answer the question of how to promote music on TikTok. Tik Tok promotion is a great social network and a tool with a huge amount of potential for musicians. The best thing you can do is spend a good amount of time on the platform to learn what content works and what kind of content is appropriate for it and have fun making videos and experimenting with formats of your own videos to find what works for you and your audience.

It’s also worth spending a little time with the Ads Manager resources as there are some really good tips and tricks there. Of course, here at Music Gateway, we can guide and help you every step of the way. If you’re wondering does promoting on TikTok work or how to promote your music on TikTok effectively? Get in touch today!

FAQs

Do I need to have a TikTok account to use the TikTok promotion service?

It isn’t a necessity to have a Tik Tok account as long as your music is licensed with Tik Tok and approved to be used on the platform. It does always help to have an account on the TikTok app as you can engage, be tagged, check your TikTok profile views and therefore more potential fans can find you!

They also have their own business suite of advertising tools and editing tools that could be worth checking out.

Do I need to have a large TikTok or other social media following to use the Tik Tok Promotion service?

No. We hope by using our promotional service that we can increase your social following and help you reach your goals. Already having a decent following is always a bonus in getting your music out there, but it isn’t a requirement to get involved.

Will using Tik Tok promotion make me go viral?

Our ultimate goal is to get your amazing music heard by as many people as possible. Some of our campaigns have gone viral in the past however we can’t guarantee that it will happen – we’ll certainly do our very best!

Will I still earn the rights to my music?

Yes.

Do you take a commission for any sales made from videos?

As per terms of service, once your music is added to the commercial music library in TikTok your distributor will collect revenue based on the use of your music, meaning you will get paid each time your song gets used in a video.