How has TikTok changed social media marketing for artists?

Before TikTok, Facebook and Instagram were a monopoly—you’d build followers, then only a small percentage would see your posts. TikTok changed everything by making the algorithm focus on content quality rather than follower count. Their algorithms identify what people like and show them the best content regardless of whether they follow that account. When TikTok wouldn’t sell to Facebook, all the other platforms copied this approach—Instagram, YouTube, Threads, X, Bluesky all did the same. This is incredibly helpful for artists because you don’t need a huge following to reach your people anymore. You just throw up your flag with authentic, interesting content, and the algorithm will find your people for you. The algorithm rewards real, vulnerable content over curated perfection, so being genuine gets you the highest engagement and deepest connections.

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Asked by general audience · Answered by Patrick · Art Business Webinar · 2026-08-07