TikTok Music Hub
Revolutionizing the promotion of music content and artists on TikTok
Problem statement
TikTok aims to solidify its position as the music platform of choice this year by increasing music content creation. However, the current product strategy has low user engagement, both in terms of session duration and content creation. Meanwhile, its music label partners are facing challenges related to artist growth. To achieve its target of music growth, TikTok needs to identify and implement a new solution that will foster higher engagement in music content creation
My role
As the sole Product Marketing manager, I identified the new opportunity, developed the strategy and aligned stakeholders to carry it out
Achievements
+140%
Music Content Creation
+140%
Artist's fanbase growth
Challenges
How to find out a new product-led growth opportunity for music content on TikTok ?
Target Audience
For music content on TikTok, we mainly have 2 types of customers , artists (content creator) and users. I conducted a user research to define our personas.
User Journey Map
Based on my research insights, I then sorted our current user journey map in order to identify areas of opportunity
Our user journey map demonstrates users' negative emotions during music livestreaming, an area I've identified for opportunity: enhancing emotions at each touchpoint, especially those related to interest, to boost engagement.
While we've attempted various methods to increase engagement at other touchpoints without success, I have devised a solution concerning the product format.
Innovative solution
Instead of sticking to our current live-streaming solution which is time-sensitive and crowded, I designed a completely new product : a landing-page driven music hub.
Resuable
Highly
Engaged
Encourage
creation
Landing-page based, not time sensitive, can be templated
a lucky draw feature to engage users and intrigue their interests for longer time
a mission-based campaign to encourage content creation
UX & System Design
System logic flow
Prototype design
Final Delivery
Performance Metrics
+260%
261k Views
+140%
music content creation
+310%
User Engagment
+210%
93K New Followers
The Imapact
This Music Hub concept become a monthly themed serial campaigns, promoting music content on TikTok, contributing to increasing 140% of music content creation. It's has also been to localized to more markets to scale up the impact.
