Storytelling Under 60 Seconds

The early days of TikTok gave the impression that it was an app for dancing or miming lyrics to music due to the roots in Musical.ly. TikTok is so much more than that and the app offers several ways for a creator to share a story. Some stories will be contained within one video, others require a part two (making it more than 60 seconds) or you can craft the arc of a story across your account through many videos.

For musicians, I am a proponent of multiple storylines across an account although music still should be central theme. Musicians are multifaceted individuals who have the ability to share experiences that most of the population does not get to experience. The story of writing a song, recording an album or sharing the live experience are expected areas of content. Artists also have the ability to share stories more personal in nature or highlight professional accomplishments. Interests outside of music or being transparent with daily life showing some behind the scenes content. As a musician, you and your songs are central to the story.

Some stories can use the lyrics of a song to tell the story or punctuate a punchline for a joke. Examples of telling a story are below. I’ve only embedded videos from my account but link to examples from other creators on TikTok.

Comedic Storytelling with visuals:

Storytelling with trending audio:

Trending audio used by all creators to tell a story: @spencernitsos

Storytelling with food:

Lighthearted guide to how artist makes Ramen: @officialsaweetie

Recipe for taco Tuesday: @kelseaballerini

Music Video Teaser:

Chorus of My Ex’s Best Friend music video: @machinegunkelly

Live:

Video from notable venue with audience interaction: @jackievenson

Behind the scenes:

Trending audio + BTS soundcheck footage: @mackenziepmusic

Accomplishments:

iTunes Chart Position after TikTok support: @alexandrakaymusic

Skit using television / film audio:

Portraying multiple Kardashians: @mackenziepmusic

Organizations in music are also using TikTok, though examples of business or nonprofit use extend to all areas of business. Some of the business accounts approaching TikTok that I think stand out include:

American Red Cross: @americanredcross

Unicef: @unicef

Washington Post: @washingtonpost

Most music companies are underperforming with their corporate TikTok accounts which is disappointing considering the role music plays in the community. Of the majors, Sony Music has the biggest following and most total engagement (as measured by likes) on their main account. Sony Music and Warner Music Group maintain regional or national accounts on TikTok like @SonyMusicIndia, @SonyMusicBrasil or @SonyMusicFinland.

The main accounts for the majors are:

Sony Music: @sonymusic

Universal Music Group: @universalmusic

Warner Music (college focused account): @warnermusicu

Independent music companies exist on TikTok but some have not invested in efforts to grow their accounts so the following on the app is much lower than that of other socials and less impactful than you’d expect. I’m looking at you Big Machine (@bigmachine). This is a missed opportunity for engagement and ultimately merch sales or streams of their artists. Let’s chat if you need help growing on the platform.