Converting TikTok users to Spotify listeners
A new integration allows TikTok users to save music to Spotify with a single tap seamlessly.
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Let’s dive into today’s topic:
Converting TikTok users to Spotify listeners
A simple integration creates new opportunities for artists to move their fans from TikTok to Spotify.
Why it matters
Converting audiences into fans poses challenges for artists as most stages of a typical fan journey unfold within closed ecosystems. Simplified examples:
Artists acquire their fans through algorithms, gatekeepers or other artists’ stages.
Artists activate their fans by giving them a great first experience on stage, DSPs or social media.
Artists retain their fans on DSPs and social media.
Artists generate revenue from fans through ticket- and merch platforms.
Artists get referred by fans to their peers through closed social circles.
Artists rely on external factors to move fans between ecosystems, such as the willingness of fans to open Spotify while mindlessly scrolling through a social media timeline.
TikTok is important for the record industry as an artist discovery platform and an opportunity to monetise user-generated content. Still, music consumption on TikTok has been perceived as a behaviour of lower intent, emphasising audiovisual content over the musical experience. However, a new integration simplifies the process, offering artists a streamlined way to convert their TikTok audience to Spotify listeners.
How it works
The integration allows TikTok users to save music to Spotify with a single tap seamlessly:
Users need to ensure their TikTok and Spotify apps are updated to the latest versions.
Fans set Spotify (or Apple Music, or Amazon Music) as their default music streaming platform in TikTok settings.
Fans can now effortlessly save songs to their Liked Songs playlist on Spotify by tapping the "Add to Spotify" button in TikTok.
This straightforward integration may impact the marketing strategies of certain artists. A simplified fan funnel could now look like this:
Acquisition: TikTok users discover a track through TikTok UGC or the artist’s content on TikTok.
Activation: Users like the music, creating a ”wow moment”.
Retention: Users save the track to Spotify for later reference, eventually streaming it while enjoying their saved songs on Spotify.
Yes, but..
For now, the integration is limited to the U.K. and the U.S. According to Spotify, more markets will follow, but the timeline remains unclear.
Take action now
Artists can devise creative strategies to convert their TikTok audience into Spotify listeners. Simply mentioning in TikTok videos that their music can be saved to Spotify by clicking the "Add to Spotify" button is a straightforward starting point.
Further reading
TikTok Strikes Partnership With Spotify and Amazon Music to Link App Directly to Music Streaming Services (Music Business Worldwide)
You Can Now Easily Save Songs to Spotify From TikTok With a Simple Tap (Spotify)
How to use pirate metrics to set up a fan journey (The Fanbase Builder)