The future of TikTok remains uncertain, prompting music promoters to diversify their marketing strategies towards other short-form video platforms like Instagram and YouTube. Despite increased investments in these platforms, promoters face challenges as Instagram and YouTube lack the viral capabilities of TikTok, which has embedded music deeply into its culture. Music creators typically charge varying rates for promotions based on their reach. Although some progress has been made, TikTok continues to outshine its competitors in fostering music discovery and engagement.
"We're definitely seeing people opening up their scope ... The biggest challenge as folks are looking into these platforms is impact because these platforms are not set up for discovery as well as TikTok."
"Indeed, although music promoters' interest in leveraging Instagram and YouTube creators is growing, music promoters ... told Digiday that these platforms' ability to make songs go viral pales in comparison to the music-promotion power of TikTok."
Collection
[
|
...
]