{"id":1971179,"date":"2025-08-20T21:43:57","date_gmt":"2025-08-20T21:43:57","guid":{"rendered":"https:\/\/celebrity.land\/en\/?p=1971179"},"modified":"2025-08-20T21:43:57","modified_gmt":"2025-08-20T21:43:57","slug":"how-music-marketers-game-tiktoks-algorithm-with-thousands-of-posts","status":"publish","type":"post","link":"https:\/\/celebrity.land\/en\/how-music-marketers-game-tiktoks-algorithm-with-thousands-of-posts\/","title":{"rendered":"How Music Marketers Game TikTok\u2019s Algorithm With Thousands of Posts"},"content":{"rendered":"

<\/p>\n

\n

\n\tC<\/span>all it what you want: \u201cflooding,\u201d \u201cseeding,\u201d \u201cvolume posting,\u201d \u201ctrend simulation,\u201d \u201cburner pages,\u201d or \u2014 as one digital marketer jokingly called it \u2014 \u201cThe Great Meme Wars of 2025.\u201d There\u2019s a new digital marketing strategy out there, no one knows what to call it \u2014 and seemingly everyone is trying it.\u00a0<\/p>\n

\n

\n

\t\t\t\t\tRelated\t\t<\/p>\n<\/h3>\n

\n
\n
\n
\n\t\t\t<\/p>\n
\n

\t\t\t\t\t\t<\/p><\/div>\n

\t\t\t<\/a>\n\t<\/div><\/div>\n<\/div><\/div>\n<\/div>\n

\n\tThis emerging strategy flips standard TikTok marketing on its head. Now, instead of spending thousands for top creators to include certain songs in their posts, crafty managers, labels and a crop of new digital marketing companies like Chaotic Good and Floodify are quietly operating or working with their own armies of hundreds or thousands of tiny TikTok pages \u2014 with the covert purpose of using them just to place songs in the backgrounds of posts.<\/p>\n

\n\t\u201cFive years ago, there was a monolithic culture on TikTok,\u201d says Federico Morris<\/strong>, Range Media Partners director of A&R and co-manager for Dylan Gossett<\/a>. \u201cEveryone knew who the top stars were, and because of that, I think, the same way labels were once able to force a song to the top at radio, digital marketers could force a TikTok trending song from the top down. Now, we\u2019re trying to do it from the ground up.\u201d<\/p>\n

\n\tAs TikTok has matured, many in the music industry found that paying top TikTok creators large sums to post videos using their songs was becoming increasingly ineffective. Major creators\u2019 rates climbed, online trends continued to fragment, TikTok became saturated with content and the return on investment for labels became more dubious. Then, around 2022, experts began focusing more on \u201cmicro influencers,\u201d users with somewhere between 5,000 and 50,000 followers, given they were cheaper and their participation appeared more organic than planting songs with top creator stars.\u00a0<\/p>\n

\n\tBut by late 2024, with the sheer amount of content on TikTok rising exponentially, digital marketers began to itch for a new type of music marketing campaign online. Why rely on pricey and temperamental creators when anyone can start an account with a decent chance at going viral?\u00a0<\/p>\n

\n\tBuilding pages is one of the tactics Will Morrow<\/strong>, senior vp\/head of viral marketing at Warner Records, says helped the label achieve a string of recent breakthroughs, citing campaigns for Sombr<\/a>, Benson Boone<\/a> and Teddy Swims<\/a> as particularly effective use cases. \u201cWe were seeing a lot of pages starting to go viral with virtually zero followers,\u201d says Morrow, who began adopting this strategy \u2014 which he calls \u201cburner pages\u201d \u2014 around 2023, earlier than most. \u201cWe\u2019d see pages with 20 followers post content about our artists and they\u2019d get millions of views. It wasn\u2019t just the big creators.\u201d\u00a0<\/p>\n

\n

\n

\t\t\t\t\tRelated\t\t<\/p>\n<\/h3>\n

\n
\n
\n
\n\t\t\t<\/p>\n
\n

\t\t\t\t\t\t\"Sound,<\/p><\/div>\n

\t\t\t<\/a>\n\t<\/div><\/div>\n<\/div><\/div>\n<\/div>\n

\n\t\u201cThe rise of this trend happened very quickly,\u201d says Adam Tarsia<\/strong>, who in February co-founded Chaotic Good, one of the most in-demand digital companies in this new space. \u201cThe foundations of this marking method have been there for a while, but late last year and very early this year, things really reached a critical mass where it seemed like everyone was trying to do this.\u201d<\/p>\n

\n\tWhile the 10 marketing experts interviewed for this story all differ in their exact approaches, there are a few common types of so-called burner pages created today. Typically, these accounts do not have personalities or faces attached to them, just a common theme to their posts, which allows marketers to fly under the radar of normal social media users. These pages could be meme accounts, or country-themed pages featuring videos of trucks and ATVs, paired to music the marketer is promoting. Another example is a page that only posts the same image of a coffee cup over and over, overlaying the cup with a new quote on each post that\u2019s designed to be highly relatable \u2014 and sharable.\u00a0<\/p>\n

\n\tIn the case of the coffee cup account, the quotes are all romantically themed. <\/em>\u201cCouples love sharing sweet quotes with each other, and I\u2019ve found accounts like that do really well,\u201d says the digital marketer behind the account, who requested anonymity. \u201cThe more people share the post, the more it juices the algorithm.\u201d The song an artist\u2019s team is pushing is then synched in the background, like a subliminal message.\u00a0<\/p>\n

\n\tWhile it may seem like these campaigns are akin to throwing spaghetti at the wall to see what sticks, the trend actually capitalizes on a known psychological phenomenon: the \u201cmere-exposure effect,\u201d which states that the amount of times a person is exposed to something \u2014 whether that be music or a shoe brand or an interior design style \u2014 the more likely they are to say they like it.\u00a0<\/p>\n

\n\tArtist teams can either receive this service in-house at certain digital-savvy labels, like Warner Records, which has invested in the tactic as part of its core offering to signees, or pay external companies like Chaotic Good and its competitors on a per-song basis. Two artist managers told Billboard <\/em>they have been quoted around $5,000 per song from different companies in the space; although prices vary widely in exchange, these firms often provide a target number of views on posts containing the song.\u00a0<\/p>\n

\n

\n

\t\t\t\t\tRelated\t\t<\/p>\n<\/h3>\n

\n
\n
\n
\n\t\t\t<\/p>\n
\n

\t\t\t\t\t\t\"Social<\/p><\/div>\n

\t\t\t<\/a>\n\t<\/div><\/div>\n<\/div><\/div>\n<\/div>\n

\n\t\u201cWith your own accounts you can push out a high volume of content quickly and with precision, instead of having to book 30 accounts run by other people for a marketing campaign,\u201d Range\u2019s Morris says. \u201cWhen you do that, you often have to wait for the pages to post at different times \u2014 some are reliable, some are not.\u201d<\/p>\n

\n\tThese campaigns also vary in their thoughtfulness. Some companies simply focus on getting the song in front of as many people as possible, no matter what the accompanying post is; others are more tailored. The more bespoke approach to \u201ctrend simulation,\u201d as Chaotic Good refers to it, identifies a song\u2019s target audience and posts on accounts that tend to attract those demographics; for example, an R&B love ballad might work great on the coffee cup page, but it might not work on the truck page. To further drive home the narrative and audience an artist wants to build, marketers might also run \u201cfan pages<\/a>,\u201d where they pose as regular fans to recirculate content from the artist\u2019s concerts, interviews and music videos. The hope is to drive fans straight to content and narratives that they want to promote.\u00a0<\/p>\n

\n\t\u201cEveryone wants to break a song, but at the same time we want to break an artist, too,\u201d says Jesse Coren<\/strong>, co-founder of Chaotic Good and Mutual Friends, a management company and label. \u201cA lot of our focus is on creating a narrative for an artist on the internet and bringing them into the zeitgeist.\u201d\u00a0<\/p>\n

\n\tInstead of building up pages in-house like some of the other marketers interviewed for this story, Hundred Days takes a slightly different approach. The co-founders of Hundred Days, Ben Klein <\/strong>and Sean Kane<\/strong>, were inspired by clipping communities in Discord servers \u2014\u00a0 online communities where creators\u2019 teams gather hundreds or thousands of TikTok users and pay them by the view to repost short snippets from their creators\u2019 Twitch streams \u2014 and decided to do it themselves. It was already somewhat common to find savvy music marketers using clipping communities to try to get their clients\u2019 songs synched in the background of videos, but Hundred Days wanted to make their own that was solely dedicated to music.\u00a0<\/p>\n

\n

\n

\t\t\t\t\tRelated\t\t<\/p>\n<\/h3>\n

\n
\n
\n
\n\t\t\t<\/p>\n
\n

\t\t\t\t\t\t\"The<\/p><\/div>\n

\t\t\t<\/a>\n\t<\/div><\/div>\n<\/div><\/div>\n<\/div>\n

\n\t\u201cWe launched our own Discord server with four different types of creators \u2014 lyric pages, film\/TV edit pages, quotes and aesthetic pages and sports edits,\u201d explains Klein. \u201cWe have about 2,000 creators in a server across those categories, and a couple other stragglers in areas like meme or anime edit pages. When we get an inquiry from a client, and they say they want to spend $5,000 across lyric pages and quote pages, we just drop that request in the server and tag the post to direct the request to creators in that category. They get a notification and are told they can participate in the campaign.\u201d<\/p>\n

\n\tWhile creating accounts in-house can allow for maximum control, there\u2019s also some danger involved, given there are limits to how many accounts can be made with one phone number or email address. Joe Lim<\/strong>, founder of Floodify, learned this the hard way. \u201cWe made around 7,000 accounts when we started,\u201d says Lim, who launched his company in February 2025. \u201cBut then there was an error and one of our editors messed up, sending a video across all 7,000 accounts and then all of them got cooked. Their value deteriorated to zero. I think we lost the equivalent of $30,000 on those accounts.\u201d\u00a0<\/p>\n

\n\tLim suspects the faulty video upload caused his accounts to get flagged by TikTok and hurt his ability to get viral view counts from those accounts in the future. Now, Floodify has a renewed approach. He claims to have a \u201cfleet of 20,000 social media accounts\u201d which were created by users around the world. He put out a small digital ad, calling for people to lend their accounts to his company, and users hoping to earn quick cash answered the call, offering up their accounts to Floodify to post on their behalf. The participants are paid per view.\u00a0<\/p>\n

\n\t\u201cWe will try posting on everyone\u2019s accounts, but we\u2019ll only pay them if it gets above 10 views,\u201d says Lim. \u201cAnd if we post on your account five times, and they all flop, then we won\u2019t post on the page again. We only post on the best accounts. It\u2019s a forever cycle of bettering the views per account.\u201d Realistically, Lim says, even though he has access to 20,000 accounts, he only uses the best 3,000-5,000. On a daily basis, Lim estimates that his team posts \u201cin the wide range of around 5,000 to 15,000 videos every single day, all promoting music from different artists.\u201d\u00a0<\/p>\n

\n\tIt\u2019s hard to know how to judge success from these campaigns. Are all views worthwhile? Kane <\/strong>is skeptical. \u201cPeople go wrong when they place value on empty creates \u2014 things that just literally get a post under your sound no matter what,\u201d he says. \u201cIf there\u2019s no intent behind it or a plan for how this connects to a target audience, then it\u2019s just a vanity metric.\u201d Instead, Kane and Klein say success to them, like all marketing, is to \u201ccreate general awareness,\u201d but \u201cit\u2019s always the best outcome when a campaign drives streaming success,\u201d says Klein.\u00a0<\/p>\n

\n

\n

\t\t\t\t\tRelated\t\t<\/p>\n<\/h3>\n

\n
\n
\n
\n\t\t\t<\/p>\n
\n

\t\t\t\t\t\t\"Livestreaming\"<\/p><\/div>\n

\t\t\t<\/a>\n\t<\/div><\/div>\n<\/div><\/div>\n<\/div>\n

\n\tWhile burner pages were devised, in part, to help artists break through the ever-increasing saturation of TikTok, experts agree that their tactics also contribute to that situation. \u201cI think the point of a burner page is not to combat the issue of saturation. It\u2019s the idea of, \u2018If you can\u2019t beat them, join them,\u2019\u201d says Morrow. Now, with the rise of generative AI and automation tools, the future of social content is bound to be even more fast-paced \u2014 and those things are key to how many of these marketers plan to continue doing this moving forward.<\/p>\n

\n\t\u201cAI is already a huge part of this space overall,\u201d Morrow says. But the ways that various marketers are using it today vary. The digital marketer behind the coffee cup account admits that they are currently working on an AI-powered system to generate memes and post them automatically to his various pages without them having to lift a finger, and they are already automating a lot of their posting process. Lim says Floodify offers \u201cadaptable AI influencers\u201d to music clients. \u201cWe offer AI influencers that basically create a story around the song,\u201d he says. \u201cFor example, if we are hired to do a country song, we\u2019ll have the influencer in a truck, but maybe for the next video we are doing a different song campaign and we have the same AI influencer on the same page doing a different activity like swimming or golf \u2014 something that fits the song.\u201d<\/p>\n

\n\tChaotic Good and Mutual Friends co-founder Andrew Spelman<\/strong> said that while they\u2019ve \u201cexperimented with [AI generated content] personally,\u201d it\u2019s \u201cnot a real part of our process currently\u201d \u2014 though, he adds, \u201cWe suspect it will become a bigger and bigger part of digital marketing in the future.\u201d\u00a0<\/p>\n

\n\tStill, every person interviewed for this story can agree on one thing that can stand out in any campaign \u2014 the song. \u201cAt the end of the day, good music is what ultimately cuts through,\u201d says Morrow. \u201cYou can have the greatest marketing strategy of all time, pull out every trick in the book, but if the music isn\u2019t there, it doesn\u2019t really matter.\u201d<\/p>\n<\/div>\n

\u2018 The preceding article may include information circulated by third parties \u2019 <\/em><\/p>\n

\u2018 Some details of this article were extracted from the following source www.billboard.com \u2019 <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Call it what you want: \u201cflooding,\u201d \u201cseeding,\u201d \u201cvolume posting,\u201d \u201ctrend simulation,\u201d \u201cburner pages,\u201d or \u2014 as one digital marketer jokingly called it \u2014 \u201cThe Great Meme Wars of 2025.\u201d There\u2019s a new digital marketing strategy out there, no one knows what to call it \u2014 and seemingly everyone is trying it.\u00a0 Related This emerging strategy […]<\/p>\n","protected":false},"author":2,"featured_media":1971180,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_jetpack_memberships_contains_paid_content":false,"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"footnotes":""},"categories":[25179],"tags":[344480,350654,344414,22488],"class_list":["post-1971179","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-music","tag-artificial-intelligence","tag-machine-learnings","tag-marketing","tag-tiktok"],"jetpack_featured_media_url":"https:\/\/celebrity.land\/en\/wp-content\/uploads\/2025\/08\/How-Music-Marketers-Game-TikToks-Algorithm-With-Thousands-of-Posts.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/1971179","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/comments?post=1971179"}],"version-history":[{"count":0,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/1971179\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media\/1971180"}],"wp:attachment":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media?parent=1971179"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/categories?post=1971179"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/tags?post=1971179"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}