Tiktok is no longer just a visual entertainment space. Today, the network also works as a musical discovery engine for young generations. Through the inherent viralization mechanisms, Tiktok can propel unknown pieces in global charts, influencing the musical tastes and listening models.
Listening to music in headphones. Source: Istock
A study conducted on 10,000 people shows that young people between 16 and 24 are no longer living music as before. If the teenagers once idolized their favorite troops, they went to concerts or bought albums, now many are just satisfied to hear songs on Tiktok and move on.
A quarter of the young people who responded to a poll say that there is no point in looking for the song elsewhere, because I hear enough on social networks. As many do not know who sings the viral song. And one part I admit openly: they do not want to interrupt their scroll to listen to the song on Spotify or YouTube.
This is how the phenomenon called by the specialists “the disappearance of the Superfan” – that is, the lack of that devoted listener, who supported the artist by buying albums or by the presence at concerts.
Pieces of artists like Lola Young or Kenya Grace have gathered hundreds of millions of views on Tiktok, but that has not increased their listening on streaming platforms. Only 16% of young people get to look for the song on another application, and below 10% become long -term fans.
A director of a home record recognizes that the problem is serious: “The engagement on social media is empty. The artists will have true fans, not just likes and follows.”
Why did things change
Cultural psychologists and industry analysts put the change of the “Sound-On” format of Tiktok: music is just a background for the video, and users no longer feel the need to look for it separately. Unlike the 1960s, when thousands of teenagers stormed airports to see Beatles, the Z generation prefers to stay with the phone in hand.
The virality and algorithm of recommendation
A key element is the ability of Tiktok algorithm to distribute content – music – to relevant public segments, based on interactions (like, share, comments) and conversions (use of the piece in their own clips). Thus, a piece can become viral by using it in clips that become popular (dances, transitions, challenges), which determines a loop effect: more users discover it, use it, and this increases its spread.
The “First Mover” effect on Tiktok
Some songs get to be known on the platform before being found in the traditional charts. In fact, according to a recent analysis on the German market, one third of the hits that arrived in the charts last year went viral first on Tiktok.
Moreover, in many cases, the pieces that arrived in the German charts in 2024 were initially successful on Tiktok about 13 days before entering the official rankings.
This suggests that Tiktok works not only as a “social platform”, but also as a launching ramp for musical hits.
Accessibility of music distribution on tiktok
For artists, the existence of tools that allow the loading and monetization of music on Tiktok is essential. For example, Tuncore offers services that allow songs to reach Tiktok: artists can create an account on tunnels and select the type of release (single or album). After loading and approval of the song, it can be available on Tiktok (and other platforms) in a few working days. In addition, Tuncore offers streaming and payments, although there must be a gap to the real moment of use.
This democrats access for independent artists – not just those supported by big record houses – to “enter the radar” of the Tiktok community.
Examples and data from Romania / globally
An article in Biz magazine shows that “Hold My Hand” (Jet2holidays version) was designated the song #1 of the summer 2025 on Tiktok globally, and the Romanian song “Dame a grrr” (Ghate Linn) was ranked #3. “Dame one grrr” has generated over 3.4 million video creations on Tiktok, including from famous artists such as Madonna or Jason Derulo.
The top of the summer songs on Tiktok includes pieces from different times – not just recent launches. For example, “Rock That Body” (2009) of Black Eyed Peas has returned to the attention of users.
In Germany, Tiktok states that over 50 songs in the catalog reached the Billboard Global 200 in 2024 after they went viral on the platform.
There is hope
Not all young people only remain on Tiktok. About a third I say that, after discovering a song there, they get to listen more from the same artist. However, for discs and artists, the alarm signal is clear: viral success no longer guarantees a solid career.
