Posts tagged tiktok
Why I'm Not Looking For The Next TikTok

Sure, Musical.ly’s song catalog and re-create functionality posed a promising viral marketing opportunity for music, but so what? I couldn’t find anyone to disagree with me on that. Then, I went deeper down the rabbit hole and began to suspect something that questioned even my own beliefs at the time

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It’s Not Magic, It’s Marketing

The fantasy of your song going viral on TikTok is a seductive one. Gather influencer proposals from a half dozen agencies, have management pick their favorite, and voilà! Magic, right? Having been on the receiving end of thousands of these requests-for-proposal – and involved with many of the largest viral trends in Musical.ly and TikTok history – I’m writing to expose the flaws in the popular “spray-and-pray” approach, and to offer a measured alternative that relies instead on data: our new product offering, Lauunch.

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