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TikTok: A Platform for Influence

Published on September 15th, 2020, at 5 p.m.
by Katelyn Lambert

It is no secret that TikTok is becoming the biggest social media platform in the world. The app itself is generating 500 million active users monthly. With success at this magnitude, brands and musicians have started using the platform to promote their products and music. It seems like every song that is on the iTunes top 100 list had its start on the TikTok app.

The amount of influence the app has is rising every day. Music has become a huge part of the app’s content. The most common and quickest way to get a song to generate views is to make it a sound on the app and let users create content. It is a light and enjoyable way to create buzz around a song. TikTok creators, such as Addison Rae, have contributed to songs going viral overnight just by using a sound for their videos.

Photo by Koa Karampelas on Unsplash

Creators hold significant power and are becoming a new age of influencers. Brands are even using product placement as a way to get exposure for their products. TikTok star Charlie D’Amelio is known for loving Dunkin’ coffee and posts on social media about it all the time. Dunkin’ saw Charli’s interest in its company and has come out with a drink called The Charli. Now users are getting this drink and posting reviews about it, which is generating a ton of business for Dunkin’.

Celebrities are using the app to their advantage, as well. Country music star Morgan Wallen is a perfect example of using the platform to promote new music. He released one verse of his new song, “7 Summers,” and it caught fans’ attention leading up to the song release. Wallen mentioned that he did not intend to release the song early, but once he saw the positive feedback, he knew he had to drop it.

TikTok has changed the playing field for public relations professionals and their clients. Having this platform to promote different products and music in such a casual way helps consumers interact with companies and celebrities like never before.

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