TikTok's new pre-save function: A game changer for your next release campaign?

TikTok has long since developed from a social media app into a key driver of the music industry. Today, trends, careers and chart positions are created on the platform - often within a matter of days. Now TikTok is testing a new function that is making musicians and labels sit up and take notice: the pre-save function for upcoming releases directly from TikTok.

What's behind the new pre-save function?

Previously, TikTok users could add songs from a video to Apple Music or Spotify via the "Add to Music app" button - but only if the tracks had already been released.

The new function goes one step further:
In future, fans will be able to "pre-save" albums and singles directly from TikTok - in other words, save them to their music library in advance. As soon as the release is live, it will automatically appear in their playlists or recommendations. This is particularly valuable for positively influencing the algorithm of streaming services on the day of release.

Why is this important for artists and labels?

Nowadays, a successful release day often determines visibility, playlist placements and long-term success. TikTok's new function could help build excitement in a targeted way - and push the release day with relevant streams right from the start.

The advantages at a glance:

• Greater upfront engagement with your community
  Fans can become active before the song is even released
• More visibility in Spotify algorithms
  Pre-stored songs have a better chance of playlist placement
• Direct link between TikTok reach & streaming performance
  No more detours via link trees or bio links - one click is enough.
  
   

How you could use the pre-save function strategically

Even if the function is still in the beta phase, it's worth working on a clever strategy early on:

• Tease your release early in TikTok videos
  Use snippets or creative behind-the-scenes clips to create anticipation.
• Encourage your community to pre-save
  Include clear call-to-actions ("Click on the link and save the track!")
• Seamlessly link TikTok and your streaming platforms
  Make sure your distributor can provide pre-save links as soon as the feature becomes available.

This innovation could be particularly exciting for up-and-coming artists and independent labels. Those who already use TikTok as a creative space for music will now have an effective tool to convert their organic reach directly into streams.
DJs and producers who skillfully stage their releases also have the chance to build up momentum early on - before the first stream has even run.

TikTok's pre-save test shows once again that the platform remains an innovation driver for the music world. Even if the function has not yet been officially rolled out, it is worth adapting processes and campaign structures now.
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