Jul 29, 22 | 5 min read
Beyoncé doesn't follow the TikTok wave
Reading time: 4 minutes
Much like Diana Ross in The Supremes and Michael Jackson in The Jackson 5 , Beyoncé knew from her early days in Destiny's Child how to command attention and captivate audiences with her talent, her voice and her acting.
But being just like everyone else was never enough for “Queen Bey.” As Nicki Minaj’s song says, she “changed the game with that digital drop,” alluding to the surprise drop of her self-titled album in 2013, challenging the entire industry status quo at the time.
And with her new album Renaissance sierra leone email address she's doing it again. Beyoncé is tapping into the effervescence of social media content, but without being volatile or easily consumable.
You could say that the singer is swimming against the " TikTok tide " that many music professionals (and, let's face it, marketing professionals too) are following. However, her evergreen strategy has a lot to teach us about how to make noise in the digital world, without relying on trends, by adopting a more solid and consistent approach.
Now, put on your freakum dress and join me to find out how this Marketing monster will attack!
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Renaissance = Rebirth
The music industry has changed a lot in recent years, adapting to the demands and behaviors coming from social media, especially TikTok. Artists like Halsey and Doja Cat have even made public how chaotic it is.
It's nice to have tracks that are appropriate for trends and viral dances, but it shouldn't be mandatory for everyone. What about longer tracks? What about vocals? What about references? Where's the deal with offering full album experiences to fans?
And here comes Beyoncé, announcing a 16-track album, with heavy disco/house references and collaborations with legends like Grace Jones and Nile Rodger. And if you think this is no big deal, check out what Rolling Stone has to say about the current music scene:
“Even artists who thrive on the platform have made some comments about being forced to post content. Doja Cat teased a collaboration with Taco Bell with a tongue-in-cheek complaint: “I gotta do this f**king TikTok… they want me to rap about Mexican pizza. So, I just wanted to let you know, before you see that shit, that it’s contractual. Shh. I know it’s bad.” (Artists are now even poking fun at the phenomenon, with Charli XCX joking that she was “lying for fun” after claiming her label asked her to make eight TikToks a week.)”
All of this was not by chance. Beyoncé wanted to make a statement on her official website . She published an open letter to talk more about Renaissance .
On a personal level, she shares: “Creating this album allowed me a place to dream and find an escape during a scary time for the world. It allowed me to feel free and adventurous in a time when few were moving. My intention was to create a safe place, a place without judgment. A place to be free from perfectionism and overthinking. A place to scream, to let go, to feel freedom. It was a beautiful journey of exploration.”
And to her fans, who waited 7 years for a new album, she says: “I hope you find joy in these songs. I hope they inspire you to move your body. Oh! And to feel as unique, strong and sexy as you are.”
In this sense, it is quite clear what his priorities are with this project and that he chose not to lose originality or quality in order to achieve greatness .
And from a marketing perspective, this should be a wake-up call for all brands that think they have to stick to what everyone else is doing just to fit in or achieve certain results.
Follow the trends, but stay authentic
As a long-time marketing professional, I can say that TikTok has been working as a catalyst to reduce and shorten the relevance of content.
The “15-second generation,” as I like to call them, is so conditioned to get bored easily, that we now have to consider creating content for lazy people. How bad is that?
Just so we can be clear here: I'm not against TikTok. And neither is Beyoncé, who recently offered her entire catalog on the platform. But this Child of Destiny knows that what she has to offer as an artist goes far beyond a 15-second viral dance.
And you should think the same way about your strategy .
How many missed opportunities have you had because you're not leveraging the full potential of your content? Let your audience know that your brand has what it takes to go the distance! Don't be afraid to go deep, be meaningful, and provide relevance.
Show them who runs the world! And that's you.
Learn to use marketing tools to your advantage
It's really interesting to see Beyoncé, after all these years, still serving originality. Frankly, I know she can only do it because she adapts the environment to her needs, and not the other way around. And you can do the same too.
Here at Rock Content we live and breathe content production . That’s our core! And we stand by it so strongly because, year after year, we’ve witnessed that having a space to nurture and educate the audience is the key factor in creating profitable and long-lasting relationships.
Beyoncé isn't trying to question or cancel TikTok's authority in business right now. She did, however, find a way to make it work for her, while seamlessly releasing 6-minute-long tracks.
You should do the same! You can follow trends, but don't forget what people want and need. See where your audience will end up after two clicks on your post .
Especially at a time when your competitors are blinded by ephemeral trends, you have the perfect opportunity to stand out!
And in case you are willing to fulfill this mission, download for free theState of Marketing Trends Report 2022 , created by Hubspot in partnership with Rock Content , Litmus, and Wistia to help you create your own Marketing and Sales Renaissance.
