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Why Upcoming Artists Should Look Beyond TikTok for Music Promotion

Writer's picture: andrew masferrerandrew masferrer

For years, TikTok has been a go-to platform for budding artists looking to go viral. With its algorithm favoring short-form videos and catchy hooks, countless musicians have broken into the industry seemingly overnight. However, the recent wave of bans and restrictions on TikTok across several U.S. states has left many artists scrambling for alternative ways to connect and grow their audience. While TikTok's reach is undeniable, now is the perfect time for smaller artists to explore other platforms like Instagram Reels, Twitter, and even YouTube Shorts to carve out a sustainable music career.

Instagram Reels, for example, offers a strong alternative. It allows artists to tap into a wider, more stable audience while maintaining a curated aesthetic. Instagram also offers tools like Stories, Lives, and notes, giving artists more ways to engage with fans beyond just a single viral clip. For those who value longevity over fleeting trends, Reels integrates seamlessly with the rest of the platform, allowing followers to explore an artist’s catalog and content. And because Instagram is owned by Meta, artists can pair Reels with targeted ads to promote new music.


Twitter also deserves its flowers as a promotional powerhouse, especially for building a community and starting conversations. Unlike TikTok, where videos can fade from the algorithm as quickly as they rise, Twitter lets artists establish a direct, authentic voice and connect with fans in real time. From sharing snippets of songs to engaging in trending hashtags, artists can use Twitter's repost feature and trending culture to stay visible. Diversifying promotional strategies across multiple platforms not only minimizes risks but also ensures that artists can adapt to the evolving social media landscape while building stronger, lasting connections with their audience.


No need to put all your eggs in one basket when there are other options to tap into. For all you know you may find a stronger target audience on other apps, but you'll never know unless you try it out. Don't miss out on opportunities to grow just because you're afraid of promoting beyond TikTok and go explore different content.

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