How to promote a song on TikTok: a guide for artists and labels
On TikTok, songs are carried by creators' videos. Here is how to run a campaign where you only pay for real views.
Why creators decide whether a song takes off
Most TikTok hits don't become hits through ads. They take off because many creators use the sound. The more videos the song plays in, the more people search for it and stream it.
Flat fee or pay-per-view?
In traditional influencer marketing you pay upfront for a video, whether it performs or not. Music Marketing is pay-per-view: you set a budget, creators make videos with your song, and you only pay for the real views those videos get, in tiers. Any unspent budget is refunded automatically when the campaign ends.
A campaign, step by step
- Add your song: the TikTok sound link, a cover image and an optional note for creators.
- Set your budget: from €300. The platform fee is 20%.
- Launch: the campaign goes live for creators right away, and they get notified.
- Track it live: see submitted videos, views and spend on your dashboard.
Tips for better results
- Use the strongest 15–30 seconds as the sound. The chorus or a memorable hook works best.
- Give creators creative freedom. Videos in their own style perform best.
- Time it with your release. A campaign in release week also helps your streaming numbers.
Results
A few past campaigns: Mindblow & Edo Denova – "Sex & Love" reached 3.9M views with 23 creators; Regan Lili – "Heal Me" reached 1M views with 22 creators.
FAQ
What is the minimum budget?
€300 (100,000 HUF), plus a 20% platform fee.
What happens to unused budget?
It's refunded automatically to your card after the campaign ends.
How long does a campaign run?
14 days by default, or until the budget is used up.
Launch a campaign →