Music is KEY to TikTok's Younger Fanbase

TikTok is a cultural phenomenon, with millions of young users creating and sharing content on the platform. The app is stuffed with dances, tutorials, recipes, and a bunch of other content that keeps people in a constant doom scroll.  One of the most important aspects of TikTok is its use of popular music, which has become an integral part of the user experience.

In the past, the connection between youth and music was fostered through radio air play and album sales. Teens would listen to albums repeatedly, memorizing lyrics and discussing their favorite tracks with friends. This was the ORIGINAL social media.  Radio stations would play the latest hits, introducing listeners to new music and creating a sense of community around shared musical interests.

TikTok has become a key platform for music discovery, with users often using the app to find new tracks and artists. The app's algorithm suggests music based on users' interests and viewing history, making it easy for them to discover new artists and tracks. When users create content, they often choose music that matches the mood or theme of their video, adding an extra layer of meaning and emotional resonance. When a song becomes popular on TikTok, it spreads rapidly, due to shared user content with their followers and other individuals who search for additional content using the same music or “sound”. This creates buzz, a sense of excitement and shared experience among TikTok users.  Teams can tap into this by incorporating popular TikTok tracks into their game day experience.

One example of this is the use of "Renegade" by K Camp, which became a viral sensation on TikTok in early 2020. The song was used in countless videos on the app, with users performing the same choreographed dance routine. This caught the attention of the NBA's Atlanta Hawks, who incorporated the song into their game day playlist and even invited the creator of the dance, Jalaiah Harmon, to perform at a game. The result was a surge in fan engagement and a boost to the Hawks' social media presence.

By incorporating popular TikTok tracks in your game, you can tap into a culture that is important to young fans. This not only helps to build engagement and loyalty among fans, but it also creates opportunities for spontaneous "Dance" video content that can be shared on the team social media. This kind of content can be especially valuable for teams looking to connect with younger fans who are turning away from traditional advertising at a rapid rate.

Staying on top of trends and being attuned to the interests of fans can help teams build a youthful brand that is relevant and resonant with younger audiences. This can help to attract new fans and create a pipeline of future support.

NOTE: The Score is an excellent resource for popular TikTok trending music.  We are constantly talking with popular artists and labels to curate a list of popular monthly tracks; many of which are trending on TikTok.