Gone are the days when radio airplay or even Spotify playlists solely determined a hit. TikTok flipped the equation by democratizing music discovery. Here’s why:
Case in point? In 2022, Steve Lacy’s “Bad Habit” exploded to the top of the Billboard Hot 100 thanks to TikTok clips. The platform didn’t just amplify the song—it gave it a second lease on life, months after its release.
Making a song viral on TikTok isn’t just luck—it’s a mix of strategy, relatability, and sheer creativity. These are the key ingredients behind some of the platform’s biggest hits:
Let’s talk challenges. TikTok dance routines or specific trends create instant associations with a song. Think “Renegade” for K-Camp’s “Lottery” or Megan Thee Stallion’s “Savage.” When users mimic these challenges and put their spin on them, they inadvertently promote the track. The more creative or relatable the trend, the further it spreads.
TikTok thrives on authenticity. Stripped-back emotional tracks often resonate with users who then create tear-jerking montages or relatable content. Beneath the corny clips, songs like “Drivers License” by Olivia Rodrigo gained their emotional weight amplified by content creators retelling their own heartbreak stories through the track.
Remember “Play Date” by Melanie Martinez? A 2015 release, this track found unexpected success six years later because of a random TikTok trend. These “micro trends” often resurface older or overlooked tracks, breathing new life into them. Labels are now digging into catalog songs, hoping to revive hidden hits with just the right creative nudge.
In 2023, smart artists are teaming up with TikTok influencers to initiate trends. For instance, Doja Cat teased snippets of her song “Say So” via influencers who encouraged coordinated dances. Result? A Billboard Hot 100 No. 1 hit.
Here’s the plot twist: not every viral TikTok hit comes from big-name artists. Aspiring musicians increasingly use TikTok as a launchpad. Take Nathan Evans, a postal worker from Scotland who revived sea shanties with his rendition of “Wellerman.” He signed a record deal after the track’s TikTok surge.
But not all artists remain one-hit wonders. Many use TikTok as a springboard to wider fame. Take Lil Nas X, who promoted “Old Town Road” through memes and quirky content, turning a DIY single into a global phenomenon. His success reshaped how artists approach TikTok’s role in breaking into the mainstream.
On the consumer end, TikTok is reshaping how we interact with music. Here's what’s changing:
While TikTok has undoubtedly democratized music promotion, there are challenges. For one, not every track is built for legacy status. Those 15 seconds of viral fame can sometimes relegate songs to “TikTok trend” status, making it hard for artists to establish long-term careers.
Moreover, some critics argue that TikTok’s algorithm-first approach prioritizes catchy snippets over deep, meaningful songwriting. This focus on instant gratification can make it harder for slower-building hits to get noticed.
As TikTok continues to blur the lines between music discovery and creation, the industry is adapting. Labels aren’t just signing artists—they’re hiring trend forecasters, investing in short-form content specialists, and obsessively monitoring TikTok analytics.
AI and augmented reality are expected to play bigger roles. Soon, songs may include elements designed for AR filters, gamifying music engagement. Who knows? TikTok might even evolve into a full-fledged streaming service, capitalizing further on the trends it creates.
One thing’s for sure: if you’re wondering what the next big hit will be, you don’t need to look at the charts—you need to look at TikTok. The platform isn’t just shaping music; it’s shaping culture, one viral moment at a time.