My .4 Cents Is TikTok, Reels or Shorts Better For Music Promotion?
Aug 26, 2025
Brian Zisuk, co-founder and EVP of AudioMac, shares his insights on music promotion across TikTok, Reels, and Shorts. He discusses how algorithms impact artist visibility and the importance of platform-specific strategies. Brian highlights AudioMac’s role in supporting independent artists and the unique challenges of promoting regional music, particularly from Africa. The conversation also touches on community engagement and the vital need for innovative content over mere trends in the competitive music landscape.
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Platform Niche Existence
- TikTok contains niches for virtually every genre, even obscure ones like dungeon synth.
- Success often depends on how comfortable and native an artist feels on a platform.
Train The Algorithm With Engagement
- Train the platform by consuming and engaging on it before and after posting.
- Comment, watch relevant creators, and join communities to help the algorithm find your audience.
Different Testing Pools Shape Success
- Platforms test content on different initial audiences, which creates platform-specific breakout paths.
- That early test pool often shapes which artists then lean into each platform.