TikTok Strengthens Music Ties with “Share to TikTok” Feature
TikTok has unveiled a new feature, “Share to TikTok,” allowing users to seamlessly share music tracks, albums, and playlists from Apple Music and Spotify directly to the short-form video app. This integration enables users to post shared content to their For You feed, Stories, or DMs, with links redirecting back to the original music-streaming service. This move enhances TikTok’s ability to connect users with their favorite songs and artists, building upon its existing influence on music trends.
Simplified Sharing Process
On Spotify, sharing is easy: simply tap the “Share” button or click the share icon from the “Now Playing” screen to send music, podcasts, or audiobooks to others. Similarly, Apple Music users can utilize the Share Sheet to post videos, photos, or share music via messages. TikTok users can then leverage the popular green screen feature or Photo Mode to showcase shared content.
Transforming Music Discovery
TikTok’s growing popularity has significantly impacted the music industry, with trending songs often reaching the Billboard 100 or Spotify Viral 50. A staggering 67% of TikTok users seek out music after discovering it on the app. By focusing on music discovery, TikTok has abandoned plans for its own streaming app, TikTok Music, instead opting to drive users to its platform in partnership with music streaming services.
Quotes from TikTok Executives
- “Today’s launch of ‘Share to TikTok’ demonstrates our commitment to supporting music discovery and artist promotion with our partners,” said Ole Obermann, TikTok’s Global Head of Music Business Development.
- “This integration enables seamless sharing, unlocking a new method of creative expression for users and creators, and connecting artists with their audiences on TikTok,” added Lindsey Kelt Zikry, TikTok’s Global Product Partnerships Lead.
Broader Implications
This move may ease tensions with streamers, as TikTok will now direct traffic to and from their apps, rather than competing for customers. Spotify has also recently partnered with Meta for sharing songs from Instagram.
