TikTok is inherently a platform which lends itself to self expression and showing people your authentic goofy self. In a world of having to take the perfect selfie, it’s a refreshing way to use a platform to promote your song in a way that feels authentic.
How a Label Used This
This approach was one taken by indie label, the Other Songs who wanted to drive streams and engagement around their artists Ruth Annne’s song Love Again. We built a campaign around the lyrics of the chorus after identifying the key lyric from the song.
“So you bet all your dollars on the wrong
Head And you swore on forever, but forever
didn’t last And it took all your strength just to
break the chain But I know that I can make you
learn to love again”
We developed an influencer led campaign which utilised influencers to share their biggest insecurities and encourage their fanbase to also share theirs. This approach of going via self expression resulted in amazing results for the brand ending in over 2,000 videos created by fans using the song with an incredible 300k on the campaign.
Why it Worked
By going along with this approach, we were able to create an immersive experience which went beyond the song and actually connected deeply. In similar fashion to the Decca example, although this song was relatively emotional and might not intuitively fit the lip syncing and preppy video that TikTok is known for, it succeeded because it enabled people to express themselves on the platform.