TikTok’s Viral Success Stories of the Year (so far)
Photo: Solen Fiyassa
It’s no secret that TikTok holds immense power when it comes to influencing patterns of music consumption. In 2020, there’s been no shortage of success stories born on the app, so we decided to take some time to reflect on the releases that have benefited from TikTok virality the most.
New Songs, New Challenges
Tracks like Doja Cat's ‘Say So’ and Megan Thee Stallion’s ‘Savage’ have seen huge success this year, and TikTok played an important role in that. Both artists earned their first Billboard No. 1s with their singles, as they released collaborations with heavyweights Nicki Minaj and Beyonce, respectively.
What the two tracks had in common was that they both had their own viral TikTok dance challenges, prior to their charting peaks. The challenges prompted millions of posts, from everyday users, to influencers and celebrities alike, each amplifying the tracks and delivering them to more screens and ears.
What’s TikTok Doing for Older Releases?
Going viral hasn’t just been for new releases. TikTok has had some impressive sway, even when it comes rejuvenating numbers for older songs.
You likely heard about Fleetwood Mac re-entering the charts after the ‘Dreams’ Challenge went viral on TikTok. The clip of a user skating while drinking cranberry juice, sound tracked by 'Dreams' caught the eye of millions of TikTok users, and the band themselves, who even joined in on the trend.
Thanks to a new take on the track, 'Dreams' surfaced at No. 2 on The Rolling Stone 100 chart after 40 years off the charts. It’s also seen impressive growth on streaming platforms since the TikTok went viral.
Interestingly, the success of the clip hasn’t just seen old fans return to listening to the iconic release. The stats are revealing that the TikTok video is converting new fans – with Spotify reporting a 242% increase in first-time listeners during the week commencing September 26th, and a whopping 1,137% reported increase in Shazam requests for the song.
Where to next?
TikTok has made it clear that it's here to stay, and the industry is paying attention. That’s why labels are jumping on board to sign licensing agreements with the app and DSPs are paying close attention to the songs that go viral on the platform. We suspect this is just the beginning for TikTok's role in the world of musical taste making.
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