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TikTok Shakes Up Music Advertising


TikTok is shaking up the music industry by challenging Meta and Google in digital advertising. It's quickly growing and reaching audiences worldwide, becoming a key space for promoting music and artists, a field where Meta and Google have long held sway. TikTok's appeal lies in its engaging content, which is especially effective for music promotion, contrasting with the traditional ad strategies of Meta and Google.

Your b00st.com team is looking into how effective TikTok is for advertising in the music world, focusing on how well it keeps users around and how it compares in cost to Meta and Google.

Are TikTok's fresh ways of promoting music can stand up to or even outdo the usual dominance of Meta and Google in advertising? The goal is to show what makes TikTok good for ads, how it's changing music marketing, and what this means for anyone thinking of using TikTok to boost their music or artists.

TikTok's Rapid Growth

TikTok, started in China as Douyin in 2016, has quickly become a global social media giant. Launching internationally in 2017, it moved from a focus on dance and lip-sync videos to offering a wide range of content. A key to its growth was the use of AI for personalizing content, making users stick around for more. Its big leap came with the purchase of Musical.ly in 2017, adding millions of U.S. users and boosting its global presence.

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This expansion had a huge impact on the music industry. According to Business of Apps, by merging with Musical.ly, TikTok became a major platform for discovering music and promoting artists. It's now the go-to place for viral music hits, turning unknown artists into stars overnight. With 1.5 billion users worldwide as of 2023, and expected to reach 1.8 billion by the end of 2024, TikTok has become a powerhouse in shaping music trends and launching careers, showing its significant role in the music world.

TikTok's quick growth has caught the U.S. government's attention due to concerns over national security and data privacy, similar to worries about other Chinese tech companies. As reported by Reuters, there's talk of making TikTok's parent company, ByteDance, sell its U.S. part or face a ban, like what happened in India in 2020. This issue affects TikTok's 100 million American users, potentially hitting ByteDance and those using TikTok for work or expression hard.

The proposal has support from both sides in Congress, showing concerns about foreign spying and influence through social media. But, it's also caused a big debate about balancing national security with freedom of speech. Critics, including rights groups and TikTok users, argue that a ban would unfairly restrict speech and harm businesses that depend on TikTok. A recent court decision against a TikTok ban in Montana, citing free speech, suggests such moves could face legal obstacles. This raises big questions about the role of social media and government control over it.

Impact on the Music Ads Market?

Despite concerns over its Chinese ownership, TikTok continues to attract advertisers, showing strong growth and user engagement. This resilience is evident as it projects a 36% increase in ad revenue to $6.83 billion this year. Big brands like Pepsi and the NFL are sticking with TikTok, proving its importance in marketing strategies, even with potential regulatory challenges.

TikTok is introducing a new ad format to enhance partnerships with creators and publishers, letting brands place ads next to quality content from names like BuzzFeed and NBCUniversal, with a 50% revenue share, says Reuters. This move shows TikTok's commitment to providing engaging content while navigating the uncertainties faced by advertisers. This strategy is vital for the music industry too, as TikTok remains a key platform for music promotion, managing to maintain its influence in the digital ad space despite the challenges.

TikTok vs. Google/Meta in Music?

TikTok is up against Google and Meta in the digital ad race, targeting a 36% revenue increase to $6.83 billion this year. Next to DataFeedWatch, this shows TikTok's growing impact, including in music advertising.

Facebook, with its vast user base, charges more for ads—$6.97 CPM (cost per thousand impressions) and $1.84 CPC (cost per click), but offers detailed targeting. TikTok, more budget-friendly, has a CPM of $3.21 and CPC of $1.63, making it a potentially more efficient choice for music promotions.

Despite the lower cost, TikTok's click-through rate (CTR) of 0.84% is slightly below Facebook's 1.07%, suggesting Facebook might engage users better. However, when it comes to converting viewers into action-takers, Facebook's ads perform at a rate of 2% to 15%, while TikTok's are expected to range from 1.5% to 3%. For the music industry, deciding where to place ads involves looking at these costs, reach, engagement, and conversion rates closely.

A bar chart showing TikTok versus Meta advertising costs in music, where Meta's Facebook dominates substantially with better cost-per-impression (CPM), cost-per-click (CPC), and click-through rates (CTR) metrics.
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Here's a closer look at our findings

Over the last year, we've looked closely at how TikTok, Meta, and Google perform in advertising for the music industry. TikTok, with its lower Cost Per Thousand Impressions (CPM) of $2.61 and Cost Per Click (CPC) of $0.23, offers great value, reaching wide audiences at a lower cost compared to Meta and Google. Meta and Google's higher CPMs and CPCs show TikTok's cost advantage for music brands looking to engage audiences, especially younger ones, affordably.

A bar chart showing TikTok versus Meta advertising costs over music advertising campaigns, where Meta's Facebook dominates substantially with better cost-per-impression (CPM), cost-per-click (CPC), and click-through rates (CTR) metrics.

Bet your bottom - TikTok ads have potential

Our analysis shows TikTok's rise challenging giants like Meta and Google, particularly impacting the music industry. Its engaging content and cost-effective ads stand out despite privacy concerns, offering music marketers new ways to reach audiences affordably. As the ad landscape changes, TikTok's growth urges music brands to rethink their strategies to fully use its potential. Engaging with platforms like b00st.com can help music professionals leverage TikTok's benefits, improving their brand's connection with audiences globally and navigating the evolving world of digital marketing for music.

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