Viral moments are “fewer and farther in between, because the platform is so saturated,” says one executive. Savvy marketers are adjusting strategies.
while also running the digital marketing agency at Thrice Cooked. “The first and biggest misconception about TikTok,” he says, “is that the point of marketing there is to hit a home run.” The problem with constantly swinging for the fences? You tend to strike out a lot.
But half a dozen marketers who spoke for this story say that, despite having to pose this question often, labels have been slow to adjust to the new reality of the app. As a result, the third-party agencies that often execute TikTok campaigns for the major music companies are becoming increasingly vocal about needing to change the paradigm., the man behind Muuser, an independent music marketing agency that also provides services in-house for the label 300 Entertainment.
“Everyone’s trying to chase a viral moment and thinking that one viral moment makes your career,” adds Thomashow. “Viral moments are amazing, but they won’t make your career. And if anything, they’re becoming fewer and farther in between, because the platform is so saturated.”If the music industry still approaches TikTok as if it’s a home run derby, more and more marketers who specialize in the app are effectively trying to convince them to play small ball.
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