The music industry is still getting to grips with TikTok as the major new platform to deliver potential hits and help break artists. In our end-of-year bumper edition of Music Week , we investigated the rise of TikTok. Its app has been downloaded more than 1. How important has TikTok become as a platform for music and breaking tracks and artists? For both of them, it provides a shortcut to emotionally connecting with fans. Rather than just people's first touch point with you being the song, if the song is found through a hashtag challenge or skit, it suddenly strikes an emotional chord with users. In theory, this should then create further fan loyalty. The campaigns I'm proudest of are the ones we've done with artists who are just on the cusp of becoming a household name, and our campaigns then end up supercharging their growth. As with any platform, the demographic will age — it happened with Facebook and Snapchat. What do you expect to happen next with TikTok — how will the platform and the campaigns evolve?
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Welcome to Socially Challenged in association with The Drum Awards for Social Media — a weekly series featuring some of the brightest minds in the industry offering their advice to brands and social media managers on how best to build an engaged audience. The latest episode features Timothy Armoo, founder and chief executive of TikTok specialist agency, Fanbytes, who is also a juror in the awards. In this installment, Armoo offers his take on audience building through social media, common mistakes and his expectations of entries for this year's awards. The previous installment featured Specsavers head of social media Lisa Hale, and can be watched here , while the next episode includes a conversation with renowned consultant Matt Navarra. For more information on The Drum Awards for Social Media , see the official website including the list of this year's jurors. Deadline for entry is 10 September. Become a member to get access to:. Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.
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Timothy Armoo is the CEO and founder of Fanbytes, a digital marketing business that has shot to success in the three short years it has been plying its trade as a leading light in Gen Z marketing and tapping into the global TikTok sensation early doors. At the age of 17, the young entrepreneur had sold his second business, EntrepreneurXpress, a platform that held open the door for his subsequent success in the world of social media marketing. Before the coronavirus really took hold of the UK earlier this year, Armoo — working alongside the team at Playtime PR — launched the first TikTok campaign for the global toymaker Bandai and its Yolkies product campaign. ToyNews catches up with Timothy Armoo, CEO and founder of Fanbytes for his insight on the future of toy marketing in a post-pandemic world. Last time we connected, Fanbytes had just kicked off a marketing campaign with Bandai — how did it all go? What was response like, and what kind of engagement did you guys see with that? The reception was incredible, the brand Yolkies was a perfect fit for TikTok and working with the team at PlayTime PR meant that we could have a full approach both with media and PR. The content now stands at millions of views but most important are the comments, with a 93 per cent positive sentiment across the comment. TikTok is one of those platforms where it can be very easy to swipe and leave.
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