TikTok has become one of the most powerful engines driving music discovery, monetization, and chart success—and the numbers prove it. According to Luminate’s latest Music Impact Report, 84% of all songs that entered the Billboard Global 200 this year first went viral on the platform. TikTok users aren’t just scrolling, either: 74% of TikTok listeners say they’re more likely to discover and share new music, and collectively, they’ve added over a billion songs from TikTok directly to their streaming platforms of choice.
If you’re looking for ways to grow your audience on TikTok, read on. We sat down with CD Baby artist Melina KB, whose clever content, heartfelt storytelling, and viral moments have helped her build a following of over 200,000 fans on the platform.
In this interview, Melina breaks down her approach to TikTok, what she’s learned from going viral, and the strategies she recommends for indie artists looking to grow authentically on the platform. Whether you’re just getting started or refining your content game, her insights offer a roadmap to finding your voice and your fan on TikTok.
1. Don’t let fear hold you back
Many artists stunt their growth by overthinking content. In reality, TikTok rewards experimentation and frequency far more than perfection. Post your content with an aim to continuously improve. Treat each upload as a low-stakes opportunity to learn what resonates with your audience. The more you create, the faster you’ll develop your confidence on camera and establish your artistic identity online.
Key takeaways
- Set a 10–15 minute time limit for filming
- Maintain momentum by tracking small wins: views, comments, new followers
- Film with friends to make it fun or take a documentation approach, hitting record at practice or at a show
2. The audience can tell if you’re not being authentic
TikTok users will always gravitate to genuine personality over polished performance. Viewers scroll past content that feels overly orchestrated, but stop for artists who speak honestly about their music, their process, or their experiences. Think of your TikTok as an opportunity to get to know your fans and show your true self — behind the music.
Key recommendations:
- Share behind-the-scenes moments: studio sessions, writing clips, challenges, wins
- Use your natural voice; avoid over-scripted delivery
- Let your unique quirks, humor, or perspective come through—these are your differentiators
3. Make your video engaging off the bat
The first 1–2 seconds determine whether someone keeps watching. A strong visual, emotional, or narrative hook dramatically improves retention and signals TikTok’s algorithm to push your content further. Think about what would make you stop scrolling and plan your videos accordingly.
Key recommendations:
- Start with a compelling opener: a bold statement, a surprising lyric, or a quick preview of your song’s hook.
- Use tight framing, clear audio, and good lighting to grab attention immediately.
- Front-load value: show the beat drop, the punchline, or the emotional payoff early.
4. Interact with your fans
Audience engagement shows your fans you care and helps build relationships. You can build a sense of community by responding to comments, stitching fan videos, and answering questions. That encourages people to interact more, which boosts your visibility. And ultimately, fans who feel seen are far more likely to stream your music, share your content, and stick around long-term.
Key recommendations:
- Reply to comments with video responses whenever possible
- Ask your followers for input e.g., “Which version of the chorus should I release? What kind of merch would you order?”.
- Celebrate fan content by duetting or stitching their videos.
5. Be consistent
Consistency teaches the algorithm and your audience what to expect from you. You don’t need to post daily, but you do need a sustainable rhythm and a clear creative focus. Over time, consistency compounds into identity, visibility, and audience trust.
Key recommendations:
- Choose 2–3 content pillars (e.g., original songs, covers, storytelling, behind-the-scenes)
- Plan content in batches to reduce daily workload.
- Review analytics weekly to see which posts perform best and adjust your strategy accordingly.
Conclusion
Ready to grow your audience on TikTok? Turn those likes into listens when you distribute your music through CD Baby. We’ll get your music on TikTok and help you claim your TikTok for Artists profile so you can start build a fanbase out of your followers.