The TikTok Takeover in 2025
Written by: Safaque Kagdi
TikTok is not just a social media platform anymore; it has become the heartbeat of the music industry in 2025. Gone are the days when artists dreamed of radio plays or prime-time TV spots. The audience today is on TikTok, and it’s only smart to be laser-focused on creating 15-second clips that stick in their heads and encourage them to engage.
Artists are adopting TikTok-first marketing strategies to make the most of their music. But what does TikTok-first marketing really mean? It’s not just about posting random videos—it’s about creating videos that feel authentic but are engineered to spark trends. The goal? To get your song looped, danced to, or lip-synced by millions.
Apateu and the Power of Dance Challenges
If you haven’t heard of “Apateu” yet, you must be living under a rock. The South Korean artist Rosé catapulted her single into global fame with a TikTok dance challenge. It wasn’t luck—it was a well-thought-out strategy.
Blackpink’s Rosé released the song with Bruno Mars and teamed up with TikTok influencers. Before the song’s release, Rosé and Mars were already hyping fans by posting photos of themselves playing the now-popular South Korean game of the same name.
Rosé asked her fans to come up with short video ideas, and the Apateu Dance Trend skyrocketed. Within 48 hours, millions were copying the moves and adding their twist. The brilliance of this strategy lies in its simplicity. The dance was easy to learn, visually appealing, and paired with a catchy hook. It was TikTok gold.
The music video has racked up over 650 million views, making it the fastest K-pop video to hit 500 million views in just 47 days. Clips from the song have been featured in millions of TikTok videos, fueling its viral success. It also soared to the top of the Billboard Global 200 and Global (excluding the US) charts.
Why TikTok-First Strategies Work So Well
The TikTok-first marketing strategy has one major advantage: immediacy. The platform’s algorithm thrives on engagement, and nothing grabs attention faster than music paired with compelling visuals.
Here’s how the formula works:
Micro-content, macro-impact: Artists focus on creating hooks that hit hard within the first 5–10 seconds. If you’re scrolling, it needs to grab you instantly.
Visual storytelling: Whether it’s a dance, a skit, or an emotional duet, the video needs to make the song relatable to the audience on a personal level.
Collaborations that matter: Influencers hold the key to TikTok virality. A 2025 survey found that songs promoted by top-tier TikTok creators have a 70% higher chance of charting.
This strategy can propel a two-year-old song to the top of the charts, ignite buzz around a record-breaking album, and even launch a once-unknown artist straight to the Grammys. But this influence isn’t limited to rising stars or today’s chart-toppers. Tracks released over two decades ago—long before many TikTok users were born—have found new life and global recognition after capturing the app’s attention.
Challenges of the TikTok Era
Of course, it’s not all roses. Critics argue that TikTok-first strategies can overshadow artistry. Songs are sometimes reduced to 15-second snippets, leaving full-length tracks to feel like an afterthought.
And then there’s the pressure. Artists can feel boxed in, creating music that serves the algorithm rather than their creative instincts. However, many argue this is just evolution. Music has always adapted to its medium, from vinyl to MP3s.
The Future of TikTok-First Strategies
As TikTok continues to dominate, artists are finding new ways to innovate. Live-stream previews, “choose your ending” music video polls, and fan-remix challenges are just a few examples of what’s to come.
The key is balance. The most successful artists know how to leverage TikTok’s power while still creating music that feels authentic. After all, viral fame may be fleeting, but true artistry endures.
With all that said, one thing is clear in 2025: If you want your music to be heard, TikTok is where you need to be. Dance your way to global fame, people!
