Why you should join TikTok now!
On April 23rd, 2005, Jawed Karim posted the first-ever video to YouTube—a simple eighteen seconds at the San Diego Zoo. Nearly two decades on, YouTube has transformed from a repository of viral videos to a dominant platform for news, debate, and entertainment. Similarly, Instagram evolved into a creative hub with its staggering two billion monthly active users, producing countless daily posts. However, both platforms have become increasingly difficult for new users to break into. Constant algorithm changes and relentless advertising have reduced organic reach, stifling growth opportunities for bands and creatives. While established accounts still thrive, newcomers often struggle to gain traction. Even SoundCloud, once the go-to for independent artists, has faced significant challenges, including layoffs and office closures in recent years. So, where does this leave emerging musicians and bands looking for visibility?
Enter TikTok
TikTok's foundation is music
Its algorithms prioritise organic reach
It boasts over 1.1 billion active users globally, including nearly 150 million in the US
Yes, TikTok—famous for lip-syncing videos and e-girls—might just be the best place for bands to thrive.
When Instagram launched in 2010, many dismissed it as a trivial photo-sharing app. Over time, it evolved into a critical space for politics, activism, and marketing. TikTok is on a similar trajectory. Its core focus on music makes it uniquely positioned to become a major hub for bands, producers, and creatives. The platform is already adapting to user demands, and we’re witnessing a cultural shift as TikTok’s influence grows while YouTube and Instagram's wanes.
According to ByteDance, TikTok’s parent company, TikTok has surpassed one billion monthly active users. Moreover, it has actively pursued partnerships with global record labels to expand its influence in the music industry, potentially rivalling Spotify, Apple Music, and Tencent Music.
Unlike its competitors, TikTok still allows users to grow organically without algorithmic suppression. This presents an unparalleled opportunity for bands to connect with audiences and showcase their creativity.
Available in over 150 markets and 75 languages, TikTok’s international appeal is unmatched. While its short-form content might seem trivial, early adopters are already using the platform to produce innovative, high-quality music content.
The time to join TikTok is now. Waiting for it to become the next Instagram or Spotify only risks missing the wave of early opportunities.