{"id":105986,"date":"2025-09-17T13:46:23","date_gmt":"2025-09-17T12:46:23","guid":{"rendered":"https:\/\/routenote.com\/blog\/?p=105986"},"modified":"2025-09-17T13:46:44","modified_gmt":"2025-09-17T12:46:44","slug":"does-viral-music-on-social-media-really-build-fandom","status":"publish","type":"post","link":"https:\/\/routenote.com\/blog\/does-viral-music-on-social-media-really-build-fandom\/","title":{"rendered":"Does viral music on social media really build fandom?"},"content":{"rendered":"\n<h2 style=\"user-select: auto;\"><span style=\"color: #3366ff; user-select: auto;\">New MIDiA Research suggests that social virality doesn\u2019t translate into lasting fans or streams, despite social platforms&#8217; deeper integration with music discovery features. \n<\/span><\/h2>\n\n\n\n<h3>MIDiA\u2019s latest report<\/h3>\n\n\n\n<p>Going viral might sound like the dream for every artist. A trending clip, millions of likes, a rush of new followers. It can feel like a shortcut to fandom. But according to MIDiA Research\u2019s latest <a href=\"https:\/\/www.midiaresearch.com\/blog\/all-eyes-no-ears-new-midia-data-shows-why-virality-is-not-building-fandom\" target=\"_blank\" rel=\"noreferrer noopener\">&#8216;All eyes, no ears | Why virality is not building fandom&#8217;<\/a> report, social media virality isn\u2019t all it\u2019s cracked up to be.<\/p>\n\n\n\n<p>This news may seem surprising given social media platforms positioning themselves as the go-to hubs for music discovery. Take <a href=\"https:\/\/routenote.com\/blog\/can-i-add-my-music-to-tiktok-for-free\/\" target=\"_blank\" rel=\"noreferrer noopener\">TikTok<\/a> for example, who released its first major campaign earlier this month focused solely on its role as a <a href=\"https:\/\/routenote.com\/blog\/tiktok-has-launched-see-where-music-takes-you-campaign-to-highlight-music-discovery\/\" target=\"_blank\" rel=\"noreferrer noopener\">crucial music discovery platform<\/a>. This includes its \u2018<a href=\"https:\/\/routenote.com\/blog\/tiktok-add-to-music-app-youtube-music\/\" target=\"_blank\" rel=\"noreferrer noopener\">Add to Music App<\/a>\u2019 feature that lets TikTok users easily add songs found on TikTok to their music streaming service.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-wp-embed is-provider-routenote-blog wp-block-embed-routenote-blog\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"wp-embedded-content\" data-secret=\"Owzi6woXuf\"><a href=\"https:\/\/routenote.com\/blog\/tiktok-has-launched-see-where-music-takes-you-campaign-to-highlight-music-discovery\/\">TikTok launches \u201cSee Where Music Takes You\u201d campaign to highlight music discovery<\/a><\/blockquote><iframe class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; clip: rect(1px, 1px, 1px, 1px);\" title=\"&#8220;TikTok launches \u201cSee Where Music Takes You\u201d campaign to highlight music discovery&#8221; &#8212; RouteNote Blog\" src=\"https:\/\/routenote.com\/blog\/tiktok-has-launched-see-where-music-takes-you-campaign-to-highlight-music-discovery\/embed\/#?secret=Owzi6woXuf\" data-secret=\"Owzi6woXuf\" width=\"600\" height=\"338\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Despite this, MIDiA suggests the conversion to actual streams and loyal fans isn\u2019t as strong as you might expect.<\/p>\n\n\n\n<h3>So, what does the data show?<\/h3>\n\n\n\n<p>MIDiA surveyed over 10,000 consumers on their music discovery habits, and the findings show it doesn\u2019t really deliver long-term fandom and meaningful streams.\u00a0Here\u2019s the info that matters:<\/p>\n\n\n\n<ul><li>52% of people who hear a track on social media follow it up with a stream. While that\u2019s encouraging, MIDiA emphasises that this means almost half don\u2019t.<\/li><li>Younger listeners (aged 16-24) are less likely to dig deeper after hearing a song than the age group above (25-34).&nbsp;<\/li><\/ul>\n\n\n\n<blockquote class=\"wp-block-quote\"><p><strong><a href=\"https:\/\/www.midiaresearch.com\/blog\/all-eyes-no-ears-new-midia-data-shows-why-virality-is-not-building-fandom\" target=\"_blank\" rel=\"noreferrer noopener\">\u201cAfter hearing music on social media, younger consumers (aged 16-24) were less likely than the age cohort above (25-34-year-olds) to\u2026 see who the song is by, saving it on streaming, exploring more of the artist\u2019s music, or becoming a fan.\u201d<\/a><\/strong><\/p><cite>Tatiana Cirisano, via MIDiA Research Blog<\/cite><\/blockquote>\n\n\n\n<h3>Why virality doesn\u2019t always mean fandom<\/h3>\n\n\n\n<p>In short, MIDiA thinks the more that music is pushed at social media users, the less impact it seems to have in driving real engagement. Here are the reasons MIDiA suggests for why:<\/p>\n\n\n\n<h4>Competing for attention<\/h4>\n\n\n\n<p>Instead of driving more streams, social media platforms are actually taking attention away from music platforms. If fans are scrolling through TikTok, that means less streams for artists.<\/p>\n\n\n\n<h4>Integrations aren\u2019t effective<\/h4>\n\n\n\n<p>Social media features like TikTok\u2019s \u2018Add to Music App\u2019 exist to bridge the gap between social media discovery and actual streams. However, MIDiA says less than a third of TikTok users have ever tried it. Still, TikTok said the feature had racked up over a billion saves back in February despite only launching last year. That seems like a lot.<\/p>\n\n\n\n<h4>Following an artist doesn\u2019t guarantee streams\u00a0<\/h4>\n\n\n\n<p>On TikTok, 20% of users might follow an artist after discovery, but only a quarter (26%) of those go on to listen to more of their music. In comparison, almost half of the 15% who follow an artist on YouTube, Facebook, and Instagram will listen to more of their music.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" src=\"https:\/\/www.midiaresearch.com\/storage\/uploads\/paragraphs\/2025-09-16-737c54908ed6c5a33d1465013d438d56\" alt=\"\" width=\"601\" height=\"338\"\/><figcaption>Image credits: <a href=\"https:\/\/www.midiaresearch.com\/blog\/all-eyes-no-ears-new-midia-data-shows-why-virality-is-not-building-fandom\" target=\"_blank\" rel=\"noreferrer noopener\">MIDiA<\/a><\/figcaption><\/figure><\/div>\n\n\n\n<h4>Heard it all before<\/h4>\n\n\n\n<p>For many, hearing a song repeatedly in short clips on social media feels like enough. In fact, it&#8217;s the second highest reason people don\u2019t check out the music they find on social media. As a result, discovery is limited to short clips of the catchy part and doesn\u2019t translate into full streams.<\/p>\n\n\n\n<h3>What this means for artists<\/h3>\n\n\n\n<p>Unfortunately, this isn\u2019t the first time we\u2019ve heard of this problem either. Duetti\u2019s <a href=\"https:\/\/routenote.com\/blog\/does-tiktok-drive-viral-music\/\" target=\"_blank\" rel=\"noreferrer noopener\">\u2018Music Economics Report\u2019<\/a> found that while TikTok can be a powerful promotion tool to reach new audiences, it doesn\u2019t guarantee long-lived success.\u00a0<\/p>\n\n\n\n<p>Still, this doesn\u2019t mean social media is useless. Social media remains a powerful tool to get noticed, reach new fans, and gain streams in the process. Artists just shouldn\u2019t mistake virality for fandom.<\/p>\n\n\n\n<p>It\u2019s all about balance. Use social media to open the door, but don\u2019t stop there. Give new listeners reasons to take the next step. You could engage with them directly and deepen connections, before encouraging them to check out more of your music. Traditional discovery sources like live performances, and <a href=\"https:\/\/routenote.com\/blog\/offline-marketing-strategies-for-musicians\/\" target=\"_blank\" rel=\"noreferrer noopener\">offline strategies<\/a> can also help fans stumble across your music, without relying on social media.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-wp-embed is-provider-routenote-blog wp-block-embed-routenote-blog\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"wp-embedded-content\" data-secret=\"dod8cy57wR\"><a href=\"https:\/\/routenote.com\/blog\/offline-marketing-strategies-for-musicians\/\">Best offline marketing strategies for musicians<\/a><\/blockquote><iframe class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; clip: rect(1px, 1px, 1px, 1px);\" title=\"&#8220;Best offline marketing strategies for musicians&#8221; &#8212; RouteNote Blog\" src=\"https:\/\/routenote.com\/blog\/offline-marketing-strategies-for-musicians\/embed\/#?secret=dod8cy57wR\" data-secret=\"dod8cy57wR\" width=\"600\" height=\"338\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<h3>Final thoughts<\/h3>\n\n\n\n<p>Social media can still be an incredible tool for artists, but MIDiA\u2019s research is a reminder not to rely on it as the only path to build your fanbase. In the end, viral moments can open the door, but it takes more than a trend to turn a casual listen into a true fan.<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p class=\"has-text-align-center\"><strong><a href=\"http:\/\/www.routenote.com\" target=\"_blank\" rel=\"noreferrer noopener\">Luckily, you can get your music onto both streaming services and social media platforms for free with RouteNote. Get started today!<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>New MIDiA Research suggests that social virality doesn\u2019t translate into lasting fans or streams, despite social platforms&#8217; deeper integration with music discovery features. <\/p>\n","protected":false},"author":47,"featured_media":105987,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1,30244],"tags":[905,8088,11576,1315,2887,13215],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.4.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Does viral music on social media really build fandom? - RouteNote Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/routenote.com\/blog\/does-viral-music-on-social-media-really-build-fandom\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Does viral music on social media really build fandom? - RouteNote Blog\" \/>\n<meta property=\"og:description\" content=\"New MIDiA Research suggests that social virality doesn\u2019t translate into lasting fans or streams, despite social platforms&#039; deeper integration with music discovery features.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/routenote.com\/blog\/does-viral-music-on-social-media-really-build-fandom\/\" \/>\n<meta property=\"og:site_name\" content=\"RouteNote Blog\" \/>\n<meta property=\"article:published_time\" content=\"2025-09-17T12:46:23+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-09-17T12:46:44+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/routenote.com\/blog\/wp-content\/uploads\/2025\/09\/Screenshot-2025-09-17-134129.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1082\" \/>\n\t<meta property=\"og:image:height\" content=\"703\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Tom Marshall\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/routenote.com\/blog\/#organization\",\"name\":\"RouteNote\",\"url\":\"https:\/\/routenote.com\/blog\/\",\"sameAs\":[],\"logo\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/routenote.com\/blog\/#logo\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/routenote.com\/blog\/wp-content\/uploads\/2020\/11\/routenote-logo.jpg\",\"contentUrl\":\"https:\/\/routenote.com\/blog\/wp-content\/uploads\/2020\/11\/routenote-logo.jpg\",\"width\":1000,\"height\":1000,\"caption\":\"RouteNote\"},\"image\":{\"@id\":\"https:\/\/routenote.com\/blog\/#logo\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/routenote.com\/blog\/#website\",\"url\":\"https:\/\/routenote.com\/blog\/\",\"name\":\"RouteNote Blog\",\"description\":\"The World of Digital Music - Distribution - Stores and Free Music\",\"publisher\":{\"@id\":\"https:\/\/routenote.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/routenote.com\/blog\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/routenote.com\/blog\/does-viral-music-on-social-media-really-build-fandom\/#primaryimage\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/routenote.com\/blog\/wp-content\/uploads\/2025\/09\/Screenshot-2025-09-17-134129.png\",\"contentUrl\":\"https:\/\/routenote.com\/blog\/wp-content\/uploads\/2025\/09\/Screenshot-2025-09-17-134129.png\",\"width\":1082,\"height\":703},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/routenote.com\/blog\/does-viral-music-on-social-media-really-build-fandom\/#webpage\",\"url\":\"https:\/\/routenote.com\/blog\/does-viral-music-on-social-media-really-build-fandom\/\",\"name\":\"Does viral music on social media really build fandom? 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