TikTok Shop has grown in popularity, empowering musicians to connect with fans and monetise their art effectively.

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What is TikTok Shop?

TikTok Shop has revolutionised how creators and businesses interact with audiences, offering a seamless way to sell products directly within the TikTok app. With TikTok’s global reach and engaging format, artists can connect with fans and transform followers into customers, bypassing traditional barriers in the music industry. A single post can attract thousands of views, enabling artists to achieve visibility and sales previously unimaginable without a major label.

Since its official launch in September 2023, TikTok Shop’s popularity has surged, with the number of users shopping through the platform every month tripling. As Nico Le Bourgeois, Head of US operations for TikTok Shop, believes, the platform is “leveling the playing field so that any creator, merchant, brand, and product can become a huge hit” on the TikTok platform. TikTok’s looming ban in the US may be making some hesitant about using the platform for music marketing. But, for indie artists this still presents an unparalleled opportunity to monetise their music and merchandise. 

Artists are leveraging TikTok Shop

Artists who incorporate TikTok Shop into their strategies have seen impressive results. One indie record label reports earning $15,000 to $20,000 monthly in TikTok Shop sales. Impressively, a rough rule of thumb shows that a million views on TikTok typically translates to around $6000 to $8000 in LP sales. Merchandise, vinyl records, and even concert tickets have found their way to fans directly through TikTok Shop.

Image credit: Erik McLean

One effective strategy is collaborating with content creators to expand your reach beyond your current audiences. Creators typically take a commission of 12-16%, which can be a cost-effective way to produce engaging videos without being the face of your marketing campaign.

“We found some cool creators, sent them the vinyl, and they did an unboxing video, or talked about some of the tracks while playing the music in the background, and then linked directly to TikTok Shop.”

Molly Bouchon, Director of digital at Rostrum Records.

El Michel Affair’s anniversary edition vinyl, exemplifies this strategy as it sold out following viral unboxing videos.

It can be difficult to determine what content and products will perform well on TikTok. Sometimes, the title or caption can be the difference between captivating attention or getting lost in the algorithm. Johnny Cloherty, co-founder of Songfluencer, emphasises the importance of having TikTok-worthy merchandise.

“It’s more like, what merch items can spark a TikTok-worthy moment?”

Johnny Cloherty, co-founder of the digital marketing company Songfluencer.

How TikTok Shop works for artists

TikTok Shop’s integration within the app makes it user-friendly and efficient. Here’s how artists can benefit:

  • Sell merchandise directly: Fans can purchase products without leaving the app, streamlining the shopping experience.
  • Expand reach: Engaging content can help artists engage with fans and reach new audiences.
  • Collaborate with creators: Partnering with influencers to promote products can amplify sales and visibility beyond your current audience.

Overcoming challenges

Despite its benefits, TikTok Shop poses logistical challenges, particularly for merchandise fulfillment. With trends driven by TikTok’s unpredictable algorithm, demand can spike unexpectedly, leaving merch companies struggling to keep up. Additionally, TikTok’s requirement to ship orders within two business days means that artists are unable to fulfil the demand in time, losing out on customers.

To navigate these hurdles, artists could work with more agile fulfillment partners, while keeping an inventory of popular items ready for quick shipment.

How to set up your TikTok Shop

Image credit: TheRegisti

Getting started with TikTok Shop is straightforward:

  1. Sign up for a Seller Center account: This account manages inventory, fulfillment, and customer service. It is recommended that you do not sign up for this with your personal account as it would limit your access to the Commercial Music Library only.
  2. Add your merchandise: Click “Add Product” to your Seller account.
  3. Set up your Creator profile and add merchandise: Ensure products align with your brand and resonate with your audience if you want to sell the merchandise through your own content.
    • You must meet 4 requirements in order to apply for a TikTok Shop for Creator:
      1. Meet TikTok’s community guidelines.
      2. Have over 1000 followers.
      3. Be at least 18 years old.
      4. Posted a video in the last 28 days. 
  4. Manage your affiliate marketing plan: This can be managed through your TikTok Shop Seller account, where you can invite other creators to promote your products.

Full details can be found here.

How artists can maximise TikTok Shop

  1. Be authentic: Create content that reflects your artist image and resonates with your audience.
  2. Leverage collaborations: Partner with influencers or content creators to showcase your merchandise.
  3. Experiment with formats: Test captions, hashtags, and video styles to find what drives engagement.
  4. Offer exclusive items: Special edition merch can create buzz and drive sales, creating content around this can strengthen your marketing campaigns.
  5. Monitor trends: Stay up to date with viral trends to capitalise on timely opportunities.

TikTok Shop’s opportunities for musicians

TikTok Shop is transforming how indie artists promote their work, connect with fans, and generate revenue. While challenges exist, the opportunities for growth and engagement far outweigh the hurdles.

For now, TikTok’s innovative platform makes it easier for artists to make money while engaging your fans with fresh and interactive content.

Ready to share your music with the world? With RouteNote you can share unlimited tracks to TikTok and streaming platforms today, for free!