How To: Use TikTok to Hype Your New Release

TikTok is way more than just a social app. Thanks to its relationship with sounds and music, it’s fast become an engine for music discovery. From Noah Kahan to Djo and Flawed Mangoes, tons of last year’s breakout artists have blowing up on TikTok to thank for their success.

And while dropping an earworm as a TikTok Sound can be great for generating buzz, finding new listeners, and building a committed fanbase, it doesn’t happen on its own. Going viral is more of an art than a science, but you still need to be strategic if you want to stand out.

Here’s our step by step guide to using TikTok Sounds to find your audience:

Step 1: Create Videos Using Your Sound

To get your sound out there, you need to lead the charge and get the ball rolling by posting TikToks with your sound. Make sure you pick something short and sweet, like a catchy chorus or an emotive section of the bridge, to maximise your chances of hooking people as they scroll by.

Content ideas:

• Behind the Scenes: People love a glimpse behind the curtain, so try footage from the studio or prepping for a live show with your sound playing in the background.
• Song Snippets: Identify an impactful part of your new song, whether it’s a huge drop or a brutal breakdown, then film yourself singing or playing and sync it all up.
• Visual Teasers: TikTok is a visual platform, so look for intriguing clips that capture the vibe. Think quick cuts, abstract visuals, or even a bit of nostalgia bait…

Pro Tip: Build hype by dropping multiple video variations and see what resonates with viewers

Step 2: Tie It to a Trend (or Start a New One)

TikTok is all about trends. If your track taps into the right feeling, or ends up being recommended as one of TikTok’s Trending Sounds, its number of views will skyrocket.

How to make it happen:

• Study the app: Do a little scrolling and see what else is trending in your niche. Find dances, meme formats, or storytelling trends that your sound might fit with.
• Start your own trend: Easier said than done, but it’s always great to be the OG. For high energy tracks, choreograph a dance routine. More of a slow emotional number? Encourage users to go introspective and share a sad story or deep moment.
• Hashtags: While they’re tricky to master, using the right hashtags means visibility. Use them to tie trends to your sound and make it easier for people to discover.

Step 3: Get Your Fans Involved

New fans are great, but don’t forget about the ones you already have – get them excited to join in with you! The more people who are onboard with your new sound, the more likely it’ll take off. 

Ways to get them posting:

• Call To Action: Be direct. Come right out and ask fans to create TikToks using your sound. For example, “we want to see your best concert memory!”
• Incentives: Your fans’ time is precious, so don’t be afraid to sweeten the deal. Offer shoutouts, tickets, or merch to those who go above and beyond posting about you.
• Share the love: Stitches, duets, and reposts are a great way to show appreciation, but they also encourage more people to participate in the hope of being featured.

Step 4: Use Visuals That Complement Your Sound

As enticing as the right sound might be, it’s only half the story. (After all, many TikTokers scroll through their feed with their phone on mute.) Eye-catching visuals, especially ones that are a great combo with your sound, are more shareable and will help you gain traction.

Ways to level up your visuals:

• Lyric overlays: Add relatable lines as text overlays to get inside your viewers’ heads. You’ll have them singing along in no time…
• Transitions: Match cuts to the beat to make your video feel smooth and professional
• Set a mood: Your visuals need to match the vibe of your song or it just won’t look right. That means soft and dreamy for ballads, fast and frantic for speed metal.

Pro Tip: Dabble with trending video effects and filters to create something familiar but new.

Step 5: Tap into Influencers and Creators

Although TikTok didn’t create the concept of an influencer, it’s definitely where they’re hanging out today. Partnering with the right creators to amplify your sound will help you reach a wider audience of like-minded listeners who are more likely to engage with it.

How to collab like a pro:

• Pick the right people: Pitching bubble gum pop to shoegaze influencers is a highway to nowhere. Seek out influencers whose style (and audience) matches your vibe.
• Give them creative freedom: Provide guidance, but let creators do their thing. Authentic engagement with your sound will always beat a promo that feels forced.

Step 6: Analyse, Adjust, Adapt

Going viral doesn’t happen overnight. The vast majority of sounds, even those that have done record-breaking numbers, take time to develop and grow. The good news is that TikTok provides a ton of data that you can use to tweak your approach, test new content, and build momentum.

What to track:

• Number of videos using your sound: Is it gaining traction? Was there an initial burst of engagement or is it growing more slowly? Which section(s) are people using?
• Engagement rates: Views are all well and good, but are people engaging? Which of your videos are getting likes, shares, and comments? Are people following you?
• Fan feedback: This is a chance to get early feedback from listeners, both new and old. Just remember, you’ll always get a few critics saying “we prefer your old stuff!” 

Ready to make your TikTok sound go viral?‍

Head back to the un:hurd app for more tips on using TikTok to promote your music. It’s packed with expert strategies and resources for unleashing the potential of your next track.

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