TikTok works on “Boom” moments. Boom moments is a term we coined at Fanbytes which explains a 3-5 second clip which engages people with content. The easiest ways to create those Boom Moments is by using TikTok transitions; short, sharp cuts within the app which coincide with moments in the song. These transitions enable you to tell a detailed story in a short period of time.
How a Label Used This Concept
This concept was used when we worked with mTheory on their artist Petit Biscuit and their song Sunset Paradise. The aim of this campaign: We wanted to spark engagement and user-generated content around the song and transcend beyond just driving streams. For this campaign, we developed the idea of showing your paradise, activating influencers in the US, UK and Mexico to show their version of paradise such as beaches, family, or just alone time. The use of transitions here was important as it allowed influencers to convey the message behind the song in a fun way without taking too much time.
Over 1200 videos were created within a few days even though the transition element required a lot of effort. This drove over 4.5m views on the hashtag which was testament to the virality of the song.
The Key Learnings
The campaign leant itself very well to the use of transitions which enabled people to create these “Boom” moments. Whether it’s a change in the beat or the visual transitions in a music video, there is a lot of opportunity to match transitions in a song to that of a TikTok inuencer campaign. Additionally, the campaign succeeded because it was not super specific. It would have been very easy for the campaign to revolve around the idea of a Sunset but by being more flexible they were able to make a bigger splash on TikTok.