A groundbreaking report by creative agency ContraBrand reveals that 63.8% of viral music hits on TikTok are driven by organic content, making the platform a powerful and cost-effective tool for emerging artists. The study, which analyzed TikTok’s weekly charts in 20 countries during the first half of 2022, highlights a growing trend where artists and everyday users, rather than ads or influencers, propel songs to success.
Sean Taylor, co-founder of ContraBrand, emphasized the significance of this shift:
“TikTok has redefined music marketing by removing traditional barriers. Artists no longer need major-label budgets or influencer endorsements to go viral. Authentic, consistent posting is enough to create a breakthrough moment.”
Empowering Independent Artists
Among the 208 artists featured in the study, 56% were unsigned, proving TikTok’s ability to democratize the music industry. These independent creators often achieved success faster than their label-backed counterparts. For instance, INJI, a U.S.-based artist, gained over 1 million Spotify streams with her debut single GASLIGHT. Remarkably, she had joined TikTok only two months before the track’s release, showing that even newcomers can achieve rapid success with the right approach.
Why Organic Content Wins
The report revealed that artist-generated content was the most common driver of viral hits, accounting for 35.5% of the successful tracks. User-generated posts added significantly to this organic momentum, while influencer campaigns (9.1%) and paid ads (2.5%) played minor roles. This underscores the importance of creating authentic, relatable content that resonates with TikTok’s community-driven culture.
The Long Game: Patience Pays Off
Contrary to the belief that TikTok success is instantaneous, the study found that half of the artists who went viral through their own content had been actively posting for at least 18 months. While quick breakthroughs are possible, as INJI’s case demonstrates, consistency and persistence often lead to sustained success.
For aspiring artists aiming to go viral on TikTok, here are some actionable tips to increase their chances:
- Post Consistently: Regular posting helps the algorithm recognize your account and increases the likelihood of your content being shown to a wider audience. Aim for daily or several posts a week to stay visible.
- Engage with Trends: Participate in trending challenges, sounds, or hashtags to tap into existing audience interest, using your unique style and personality.
- Be Authentic: TikTok users value relatable and genuine content. Share behind-the-scenes moments, personal stories, or raw snippets of your music-making process to connect emotionally with your audience.
- Optimize Timing: Post at times when your target audience is most active. Experiment with different posting schedules and use TikTok’s analytics tools to determine peak engagement periods.
- Leverage User Interaction: Respond to comments, create duets, or stitch other popular videos to build a sense of community and increase visibility.
- Focus on Short, Catchy Hooks: Whether it’s a snippet of your song or a quick video idea, make the first few seconds attention-grabbing. This is critical to keeping users from scrolling past.
- Encourage UGC (User-Generated Content): Create challenges or calls to action that inspire others to use your sound or create their own versions of your content. This can multiply your reach exponentially.
The Future of Music on TikTok
With its increasing integration into the music industry—through initiatives like “TikTok Music” and a patent for music services—the platform is set to become an even more significant player in music promotion. For artists, the message is clear: authentic, organic content is no longer just an option; it’s the key to unlocking TikTok’s potential for global reach.
