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 to build up excitement in a targeted manner - 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 to access and use TikTok's pre-save function as an artist

If you are an artist and would like to try out the new pre-save function, the best way to do this is as follows

Register as an artist
If you are in a supported country and your account is certified as an artist account (i.e. your TikTok profile has a music tab), you can register via TikTok for Artists:

1. Go to TikTok for Artists and click "Get Started" in the top right corner.
2. Select "I'm an artist", then "Sign up with TikTok".
3. Sign in with your TikTok artist account.
4. Confirm the linking of your profile to a TikTok business account (this is only for access to analytics data - your account remains an artist profile).
5. Once linked, you will have access to TikTok for Artists where you can view your data and manage campaigns.

Start your first pre-save campaign
Once your account is set up, you can start a campaign to collect pre-saves for your next release. In the campaign dashboard, TikTok guides you step by step through the creation process - including the option to add links to streaming platforms. Here you can enter the link to your Spotify countdown page or the pre-add link from Apple Music, for example.

TikTok recommends including all available links to maximize engagement. This way, your fans can save and share the song directly on the platform - without any detours.

The campaign setup includes:

• Spotify link (required): Create a countdown page in Spotify for Artists and paste the link here.
• Apple Music link or UPC (optional)

With these links, you can generate pre-saves directly from your TikTok videos - and give your release the boost it needs before release day.

How to 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.
Do you want to market your music cleverly and need an experienced partner for your next release?
Then register as an artist on our platform now and use our network and tools to unleash the full potential of your music.