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How TikTok executives decide what goes viral – and what doesn’t

Published

5 years ago

April 16, 2021

The popular social media platform decides who should be famous based on analytics and data.

Well if you use TikTok I’m sure you’ll know of Megan Thee Stallion’s hit song savage and its viral following.

But what if we told you that the success of this track was all part of a coordinated campaign based around user analytics and data?

Experts have revealed the success of Savage and a bunch of other viral clips is all thanks to clever marketing.

Megan Thee Stallion songs that exceed 100 million streams on Spotify: 8

1 WAP: 769,405,623
2 Savage Remix: 303,787,386
3 Savage: 292,323,996
4 Hot Girl Summer: 188,861,958
5 Cash Shit: 184,909,381
6 Body: 142,017,090
7 Girls in the Hood: 122,636,414
8 Captain Hook: 112,701,358 pic.twitter.com/B9azntBYBQ
— Female Artists Charts (@ChartsArtists) April 21, 2021

Company execs help determine which videos go viral, which clips appear on pages and which trends go global.

They also advise companies, including record labels, of what type of content will be popular before it’s even created.

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William Howard

William is an Executive News Producer at TICKER NEWS, responsible for the production and direction of news bulletins. William is also the presenter of the hourly Weather + Climate segment. With qualifications in Journalism and Law (LLB), William previously worked at the Australian Broadcasting Corporation (ABC) before moving to TICKER NEWS. He was also an intern at the Seven Network's 'Sunrise'. A creative-minded individual, William has a passion for broadcast journalism and reporting on global politics and international affairs.

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