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The power of short form video content

Updated: Mar 21

In today’s world, it’s no secret that short form video content can make a huge impact for artists. 75% of TikTok users say they discover new music on the platform. With TikTok being the fastest growing app in history, it remains a powerful way for fans to hear and consume new music. With the app's undeniable ability to make an impact for artists, here’s a real example of how it made an impact on growth for one of our Marketing Analytics clients.

We recently ran analysis for the artist Rawayana (a Venezuelan salsa/reggae group) around their new single “Binikini” which features acclaimed singer/producer Danny Ocean. After the new single was released on March 3rd, 2023, our analysis showed that TikTok Shares had the highest correlation/causation to Audience growth compared to any other metric over a 28 day period. It was a bump in Shares around March 5th that really helped create this impact, and it was primarily two specific TikToks that were driving those shares, both featuring the new single.

The Immensity system also found that Shazams had the highest correlation/causation to Streaming growth compared to any other metric over 28 days. It was a bump in Shazams around February 27th that really helped create this impact, which aligned perfectly with the first of the two TikToks mentioned above made to promote the new single. When doing this type of analysis we often see that TikTok sounds are a major driver of Shazams.

As shown in this example, we know that TikTok is a primary driver on streams. The data science is telling us that this is a major marketing opportunity for this particular artist, and that there is a high correlation to audience growth and streaming activity. What that means for the artist is that Instead of investing money in promoting, let’s say - a YouTube video, it’s showing that promoting these short form TikTok videos will yield a better ROI and become a more valuable avenue in helping to grow audience and streaming numbers.

Visit the Immensity website to learn more and book a free one-on-one demowith us to day to get a full walkthrough of the system and how it works.

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