In March 2024, Billboard magazine featured the article titled “TikTok Tricks,” addressing the challenges faced by musicians and global music companies in staying relevant while introducing new music on the TikTok platform. TikTok has emerged as the primary medium for younger Gen Z and Neo Alpha audiences to discover and engage with new songs and artists.

The influence of TikTok on music trends is significant, as evidenced by the launch of the ‘TikTok Billboard Top 50’ chart, which tracks the popularity of songs on the platform. This shift highlights how TikTok has transformed the marketing landscape for new music

In 2020, Instagram and YouTube released features similar to TikTok, namely Reels and Shorts, in an effort to compete head-to-head for Gen Z’s attention. From song formats, and features, to categories, Instagram increasingly resembles TikTok. Despite these efforts, TikTok’s impact remains unmatched.

The renowned music label The Orchard, notes, “Although there are many digital platforms that artists can use to market their music, none have consistently matched TikTok’s impact over the past four years.”

The Impact of Short Attention Spans on Music and Media

Research by Microsoft Canada reveals that the average attention span of Gen Z has dwindled to around 8 seconds, down from 12 seconds in Millennials. This decline is attributed to the constant exposure to short-form digital media, including TikTok, Shorts, YouTube, and Reels.

Youthlab’s research highlights that this reduced attention span has given rise to ‘algorithm musicians’ who must capture listeners’ interest within the first 12 seconds. Gen Z audiences are quick to determine whether a piece of music is worth their time and attention.