TikTok full of praise for itself as it predicts a stellar 2022

Platform had a ‘big impact’ on the music industry

TikTok music comes in for glowing praise from the in-house report, with the authors claiming that 66% of people feel TikTok has had a big impact on the music industry. This, they say, has led consumers to research, stream and buy songs they hear whilst they have been browsing the app.

This not only opens up new possibilities for artists and brands alike, but creates a new paradigm for sharing, creating and finding music. If brands want to push the music culture forward in 2022, it’s important to put the artists at the forefront of what they do – and think (and act) artist-first, the report says.

The authors add that music generates longer watch times, on average, and makes consumers more positive and less likely to skip content. Instrumental music generates the strongest brand recall, while R&B, pop and rap are most related to brand likeability. Music that is tailor-made by brands tends to generate the most intrigue and track clicks.

Says Sofia Hernandez, Global Head of Business Marketing for TikTok: “2021 was a monumental year for TikTok. It was a year full of growth, learnings and accomplishments, and 2022 will be no different.

“From the evolution of sound on the platform, to the unstoppable power of #TikTokMadeMeBuyIt and creators, there are so many ways for businesses of all sizes to creatively engage with our community. Our What’s Next report provides an insightful look at what was hot in 2021, and a deep dive into what’s to come for 2022.”