75 pct of TikTok users have discovered new musical artists via the platform

With TikTok's surge in popularity, sound has become an essential for social networks. So much so that many artists have found success through the app's trending videos. Recent research shows the impact of these "trends" in music and culture and how user behavior can have a measurable impact in these areas.

Sound is definitely one of TikTok's key assets. A study conducted by MRC Data and Flamingo, two independent groups, commissioned by TikTok, showed how receptive users were to sound and discovery.

Regarding sound and music, 75% of users said they have discovered new artists through TikTok, and 63% said they listened to new music they had never heard before. Significant results that confirm how the Chinese social network is a springboard for artists, as confirmed by the success of Olivia Rodrigo and Lil Nas X with his song "Montero (Call Me By Your Name)" that have been buzzing on the platform. Sixty-seven percent of users even stated that they are more likely to search for a song on streaming music platforms after hearing it on TikTok.

While music is important to users, it is also important for the brands on the platform. Sixty-eight percent of users revealed that they remember a brand if it used a song they like for their TikTok posts, and 58% indicated that they have a better connection with the brand in such cases. As much as 62% said they were even willing to find out more about the brand and 58% felt more inclined to share the ad or tell people about it.

An asset for brands

Such data is important for brands, which can now create advertisements that reference viral videos on TikTok. In fact, 63% of TikTokers like it when a brand features a TikTok creator in their videos.

Sixty-seven percent of TikTokers revealed that they would like to see more brands use songs that are trending on TikTok, and 61% say they appreciate brands more when they participate in trends on the platform.

When it comes to content, 56% of users and 67% of creators said they feel closer to a brand when it publishes more authentic, human content, and less of the "glossy magazine" style. This is a popular approach on the platform that helps build trust and credibility with this community.

Seven out of 10 users say that communities on TikTok have the power to create change in the field of culture. In fact, 43% of users and 53% of creators would try something or go somewhere after seeing a TikTok video at least once on the platform.