Who would have thought? Vinyl records, the epitome of vintage, are now trending on the most Gen Z social media platform, TikTok.
This is a new role that the grooved disc seems to be embracing with numerous challenges on the platform. From the "Get to know me vinyl challenge", where users define themselves through their vinyl collections, to practical advice videos covering everything from vinyl storage to turntable maintenance. Users are not only showcasing their vinyl collections but also repurposing them into bowls, outfits, and beer pong supports. Rare pressings are exhibited, and behind-the-scenes glimpses of the industry are shared with "POV, you're a record store owner" and "POV, you're pressing a record." TikTok has become the go-to platform for creatively exploring the vinyl universe in an immersive way.
UNRAVELING THE MYSTERY BEHIND THE HYPE
The phenomenon raises a question: How do you explain such enthusiasm for an object on a platform where the majority of users have never experienced this format, especially when they have the luxury of accessibility through streaming platforms?
Firstly, showcasing vinyl on social media is a way to introduce a variety of music, a key attraction of TikTok. Users discover and share older tracks, sometimes through vinyl records, promoting musical diversity, especially for less mainstream genres.
Moreover, while the platform allows enthusiasts to connect and interact, it also facilitates reaching a much broader audience that experienced lockdowns due to the Covid-19 pandemic. During the pandemic, many people sought at-home activities, and rediscovering vinyl was one of them. Vinyl records offer a tangible and more meaningful alternative to digital music, enhancing their appeal.
Last but not least, vinyl represents a retro aesthetic with large album covers and the warmth of analog sound. TikTok users, particularly the younger generations, are drawn to the visual and tactile aspects of vinyl, creating an immersive and nostalgic experience.
TIKTOK: A VITAL TOOL FOR ARTISTS
For these reasons, any artist releasing projects on vinyl must consider TikTok as a communication tool. With over a billion active users worldwide, TikTok brings together fan bases and vinyl enthusiasts, a potentially valuable target audience. Additionally, the platform's algorithm, enthusiasm for new music, and users ready to take on challenges enable cost-effective project promotion.
TikTok's content is also widely shared on other social media platforms like Instagram, Twitter, Facebook, and more. By communicating on TikTok, artists can reach audiences on multiple platforms simultaneously.
Finally, TikTok provides advanced analytics tools for artists to track their content's performance, offering valuable insights into target audiences, popularity trends, and helping to adjust the promotion strategy accordingly.
The growing popularity of vinyl on TikTok, despite a streaming-focused generation, is surprising. TikTok has become a key platform for sharing tangible musical discoveries, fueled by the retro allure of vinyl. For artists, TikTok presents a crucial opportunity to reach a broad audience, especially vinyl enthusiasts, with advanced analytics facilitating effective promotion even on a modest budget.