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If the style you’ve settled on is specific enough, it can also give you an edge within a trend. The format of a trending sound can resonate particularly if you make it in a way that caters to a niche corner of the app — like, say, candle-making or "filmtok" . That means potentially playing with different personas and lanes of content before finding out what clicks and drives engagement to your videos. When Betournay himself started out on TikTok, he says he made videos of himself being a funny dad before almost unwittingly finding success with TikTok tutorials and running with that. It’s imperative to use a trending sound to fit the format of the trend. "If you can have some sort of creative visual that comes along with the same soundbites, then you've differentiated yourself," Betournay notes.

Another great way to promote your music on TikTok is to create a music challenge with your music. We have seen a recent example of this in the form of Keke Challenge. The Keke challenge skyrocketed the popularity of Drake’s song. So you can start a unique contest or a challenge and let TikTok users do the rest for you.

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