And we’ve seen the strongest correlation with streaming there on rap and r&b and UK rap in particular. So, again, it’s a very young audience, but it’s basically the under 18s that aren’t on TikTok. I think the people that use Snapchat now, have always used Snapchat and they’re quite distinct from the people that use TikTok. “Snapchat is, again, easier because it’s got a much more distinct audience. So we see things like dance videos, dance routines, arts and crafts, that sort of stuff. I think there are a lot of young people on there as a result of Minecraft videos on YouTube and things like that. It feels like the content that works on there appeals to kids as well, which means you can get a broad audience. But in terms of trends that have started on there, I haven’t seen that much of it content-wise. We’ve seen a lot of major pop acts work there. YouTube Shorts? At the moment, that’s been the most sporadic into what works, what doesn’t work. So music that aligns with those themes also does a lot better on there. We also tend to see things like family, wholesome pet content do a lot better. You know like a shakey cam, and the more kind of Gen Z visual language. I think it looks more like a film than it does like random stuff that people filmed on their phone. I think Reels is more like that than it is like TikTok, and some of the content is a lot more professional. “I think because Reels is an offshoot of the Instagram feed it’s very aspirational, it’s very clean cut. YouTube Shorts is ideal for broader briefs, and we’re finding success in the fashion/make-up/dance categories, thanks to the high engagement of long form material on YouTube being within these niches.” Instagram is better for creating content that deeply engages followers and we’re starting to see independent trends happening on Instagram Reels rather than repurposed content from TikTok and vice versa. Each one requires a unique approach: TikTok is ideal for promoting UGC, Filters/CapCuts and photo gallery trends. “The key difference between these platforms lies in how influencers connect with their audience. Soundtracks, classical music, and instrumentals can work really well.” We’ve also seen just the type of music generally on Reels tends to be music that soundtracks content whereas I think on TikTok, it’s more equal footing between the visuals and the music. So when you look at that, from a genre perspective, dance music is squarely 25 to 34.Ģ5 to 34 really aligns with dance music fans, so in that scenario, we would say you should consider doing Reels. So I think on Instagram clearly the core audience is 25 to 34. “I think the easiest way to go about it is the user base. Reels is kind of the opposite, people are looking for music that will work with the content they’re making, not necessarily songs that they like or want to go listen to.” As I mentioned earlier, the trends on TikTok typically revolve around the song (the ones that see the best return on streaming at least!) and are able to help the viewers connect it back to the song or the artist. I would say that TikTok is still the leading platform where you’ll be able to convert a viewer to a fan who goes off platform and streams your music. I think you have a little more freedom with what you can make stick on TikTok, Reels is a much more curated campaign experience in my opinion! Reels is always about the quality of the content! So really nailing in on what you want your content creative to be, and finding influencers that really align with that. “The biggest difference I’ve noticed over the years is definitely the type of audiences people are trying to reach! TikTok caters more to discovery and storytelling around the songs, while Reels is more of a platform for engaging and a visual platform where people are looking for music to highlight their content, rather than the other way around, like we see on TikTok. Music Ally has chatted to three experts in the field – from agencies running short-video campaigns for labels and artists – who have given us their thoughts on how artist teams are currently leveraging the various short-form video platforms at their disposal. However, other labels have also been considering how to adapt their strategies, and whether relying too much on a single short-video platform is a risky move. This has also brought disruption for UMG’s marketing teams, who’ve had to rapidly change their marketing plans to focus on other short-video platforms instead. The dispute has forced TikTok to remove UMG’s recorded music from its platform, as well as tracks using songs written or co-written by UMPG songwriters. It’s been just over two months since Universal Music Group and TikTok fell out – in a big way! – over licensing. Team Talk is Music Ally’s weekly interview series, where our marketing experts speak to music industry teams about their latest work, best practices, and smart strategies.
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