The Illusion of Social Media Success
Social media may seem like the driving force behind music discovery today, especially among Gen Z, but new research from MIDiA suggests otherwise. According to its latest report, All Eyes, No Ears | Why Virality Is Not Building Fandom, platforms like TikTok are great for exposure but weak when it comes to converting casual listeners into loyal fans.
The report uncovers a surprising truth: while viral moments can skyrocket a song’s visibility, they often fail to translate into sustained engagement or artist loyalty—particularly among 16–24-year-olds.
TikTok Leads Discovery—But Not Dedication
TikTok has become a key space for music discovery, with 51% of Gen Z users citing it as one of their top sources for finding new music. That’s a stark contrast to the 37% of overall consumers who say the same. Yet, this discovery often stops short of deeper connection.
Exposure doesn’t always equal fandom. MIDiA found that even though young listeners frequently encounter new tracks on social media, they rarely take the next step—such as streaming the song or exploring more from the artist.
The Broken Discovery Cycle
When Gen Z listeners hear a new song they enjoy online, they are less likely than older age groups to follow up with meaningful actions. Compared to listeners aged 25–34, fewer 16–24-year-olds look up who performs the song, save it to streaming playlists, or become fans of the artist.
Only 19% of 16–24-year-olds who discovered a new artist they loved in the past year went on to explore more of that artist’s music—compared to 24% of 25–34-year-olds. This gap highlights a weakening connection between viral songs and long-term fandom.
TikTok Features Lose Their Grip
While social platforms attempt to bridge the gap between discovery and streaming, their tools are failing to resonate with younger users. TikTok’s “Add to Music App” button, once hailed as a key feature for conversion, has seen waning use.
Despite 75% of 16–24-year-olds using TikTok weekly, only 31% have ever used this feature—fewer than the 36% of 25–34-year-olds who have. Similarly, younger audiences are less likely to engage with other music-driven TikTok features, such as artist teaser posts, merch shops, or in-app experiences.
What It Means for the Future of Music Discovery
The findings reveal an urgent challenge for both artists and platforms: social media virality alone isn’t enough to build sustainable fandom. Without stronger pathways from discovery to streaming, artists risk gaining fleeting attention rather than meaningful support.
As MIDiA’s research shows, the next evolution in music marketing may depend on reimagining how platforms connect audiences to artists—turning viral moments into lasting relationships.
Image courtesy of thedebrief.org
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