TikTok’s looking to further reinforce its status as the top music discovery app via a new ad campaign that seeks to showcase how TikTok helps music fans find their next favorites.
The “See Where Music Takes You” campaign uses music from viral sensation Ravyn Lenae, and demonstrates how the app can help connect music fans around their shared interest.
As explained by TikTok:
“As well as being a platform which helps fans discover their new favorite artists and tracks, TikTok invites users to shape music trends in real time - reviving classics, launching breakout artists, and creating viral moments that resonate globally. The campaign celebrates TikTok’s transformative power to turn everyday listeners into active participants in music culture, amplified by features like 'Add to Music App', which helps you save music you discover on TikTok to your favorite music streaming service, making discovery feel personal, intuitive, and endlessly shareable.”
And TikTok has indeed become a key connector for musicians.
A recent report showed that 84% of the songs that reached the Billboard Top 200 list in 2024 went viral on TikTok first, while U.S. TikTok users are 74% more likely to discover and share new music on social and short-form video platforms than the average short-form video user.
That’s why music publishers now prioritize a TikTok presence for their artists, and have even changed the names of some songs to better align with TikTok trends.
As such, it’s no secret that the app is a key driver of music engagement, but TikTok’s now looking to underline this even more with this ad push.
Another interesting angle on this is what will happen to music discovery if TikTok ends up being shut down in the U.S.?
Instagram and YouTube have been adding their own music elements to set themselves up as replacements in this respect, though it’ll be interesting to see if they can actually replace TikTok’s music industry influence.
TikTok currently has until September 17th to find a U.S. partner, or it’ll be forced out of America. Or President Trump will grant it a stay of execution once again, but it’s another consideration in the broader scope of its music industry influence.
