TikTok’s Role in Promoting Music Artists. A Customers’ Perception of Algorithmic vs. Influencer Based Marketing Strategies

Abstract

TikTok has become an important platform for music discovery and promotion, transforming how musi-cians reach audiences. The objective of this study was to examine customers’ perceptions of two main marketing strategies on TikTok, algorithmic and influencer-based approaches, and assess their effec-tiveness in promoting music artists. The research was conducted using a mixed-methods approach, including both qualitative and quanti-tative analysis. Data collection involved survey to gather detailed insights. 102 participants in total shared their feedback and perceptions of TikTok’s marketing strategies, focusing on their experiences with both algorithm-driven content and influencer-based promotions. The results indicated that algorithmic strategies are valued for their efficiency and broad exposure, while influencer-based approaches are appreciated for their authenticity and ability to create person-al connections with audiences. Many users expressed that a combination of both strategies, using the algorithm for discovery and influencers for deeper engagement, would provide the most effective promotion for music artists on TikTok. These findings highlight the complementary nature of the two approaches in meeting diverse customers’ preferences.