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Tik Tok (formerly known as musical.ly) is a social media platform for creating, sharing and discovering short music videos, think Karaoke for the digital age. The app has taken social media by storm and more and more brands are beginning to jump on it, musicians too aren’t left out as different challenges spring up every day with the aim of getting a song to go viral.

@followforfollow.back_The new bottle challenge ##slicedbottlechallenge ##newchallenge ##foryou ##welcometonaijachallenge ##fyou ##fyp♬ original sound – followforfollow.back_

@mehmetdemircan.01Ayrıntıyı Farkedenler ?😂 ##teamdemircan♬ orijinal ses – mehmetdemircan.01

 

TikTok calls itself the “destination for short-form mobile videos.” In some ways it’s a bite-size version of YouTube, with videos ranging between five and 60 seconds in length. Creators have access to an assortment of filters and effects, as well as a massive music library.

Tracks on TikTok have high meme potential, and it’s turned the app into something of a hitmaker. Lil Nas X’s country tap jam Old Town Road is the best example of this. With over 67 million plays on TikTok, the single got to #1 on the Billboard Hot 100, where it stayed for a record-setting 17 weeks.

@addisonre♬ The Box – Roddy Ricch

 

Roddy Ricch’s debut studio album, Please Excuse Me for Being Antisocial, entered the Billboard 200 at No. 1, with an impressive 101,000 equivalent album units. The breakout hit from the project, “The Box,” has received a boost from a TikTok meme centering on a squeaking sound in the beat.

Brands can partner with TikTok to create 2D and 3D lenses for users to “try on” and share. Doing so also lands companies in the Trending section of the Discover tab for 10 days. Remember jingles from old-school advertising days? Songs are a big part of TikTok, so having a good branded song can really help a campaign take off. A lot of brands have teamed up with influencers to promote hashtag challenges, or simply to promote products. TikTok even provides lists of potential creators to brands.

Currently, there is no direct way for TikTok users to capitalize on their popularity through the app. As the volume of views is incredibly high, most users will ask their audience to visit other platforms or websites to monetize. However, artists and brands give tiktok influencers products or sometimes money to create content.

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