I’m thrilled to sit down with Milena Traikovich, a powerhouse in the realm of digital marketing and demand generation. With her deep expertise in analytics, performance optimization, and lead generation, Milena has helped countless businesses craft campaigns that convert. Today, we’re diving into the exciting world of music discovery and social media integrations, focusing on TikTok’s latest move to integrate with YouTube Music. We’ll explore how this feature enhances user experience, its impact on artists, and what it means for the broader music and streaming ecosystem.
How does TikTok’s new integration with YouTube Music through the Add to Music App feature actually work for users?
The integration is super user-friendly, which is key to its success. When a user hears a song they love on TikTok, they can tap the “Add Song” button right beneath the video’s audio credits. If it’s their first time using the feature, they’ll be prompted to pick YouTube Music as their default streaming service. Once selected, every song they save after that automatically lands in a dedicated TikTok Songs playlist on YouTube Music. It’s seamless—no manual searching or copying links. If someone wants to switch to another service like Spotify later, they can easily change their preference in TikTok’s Settings and Privacy menu. It’s all about keeping the process smooth and flexible for the user.
What makes this addition of YouTube Music a significant step for TikTok users compared to other supported platforms?
Adding YouTube Music to the mix is a big deal because it taps into one of the largest audio platforms globally, with a massive library and unique features like music videos and live performances that other services might not emphasize as much. For TikTok users, this means even more choice and convenience when saving tracks from their For You feed. Unlike some other platforms already integrated, YouTube Music’s visual component can deepen the connection to a song or artist, making the discovery experience richer. It’s not just about saving a track—it’s about potentially exploring more content from that artist in one place.
Can you share some insights on how the Add to Music App feature has influenced the music industry and artists so far?
Absolutely, the impact has been huge. TikTok has reported hundreds of millions of track saves through this feature, which have translated into billions of streams across streaming services. That’s a direct pipeline from a viral moment on TikTok to sustained listens elsewhere. For emerging artists, this is a game-changer—it lowers the barrier to getting noticed and helps them build a fanbase from a single viral clip. Established artists benefit too, as it keeps their music in rotation with fans who might rediscover their tracks through trending videos. It’s a win-win, amplifying exposure and engagement across the board.
TikTok is often described as a music discovery engine. How does this integration with YouTube Music reinforce that reputation?
TikTok earns that title because it’s where trends are born—84% of songs on the Billboard Global 200 gain traction on TikTok before hitting those charts. This integration with YouTube Music strengthens that role by making the jump from discovery to listening instantaneous. A user hears a snippet in a video, taps to save it, and it’s in their playlist on YouTube Music ready for repeat plays. That frictionless transition turns a fleeting viral sound into long-term engagement, which is critical for a song’s staying power. TikTok isn’t just a platform for quick hits; it’s shaping how music builds momentum.
What do you think is behind TikTok’s strategy to keep expanding partnerships with streaming services like YouTube Music, Spotify, and others?
TikTok’s push to include more streaming services is all about user choice and global reach. By offering multiple options, they cater to diverse user preferences—someone might prefer YouTube Music for its video content, while another sticks with Spotify for its algorithm. Rolling out the feature to over 160 countries since late 2023 shows they’re aiming to be a universal hub for music discovery, no matter where you are or what service you use. Strategically, it also strengthens TikTok’s position as an indispensable partner to the music industry, driving streams and engagement across platforms while keeping users hooked on their app.
Looking ahead, what’s your forecast for the future of music discovery integrations on platforms like TikTok?
I think we’re just scratching the surface. As TikTok and similar platforms continue to grow, I foresee even more personalized integrations—think AI-driven playlist suggestions based on your TikTok activity or localized streaming partnerships that cater to specific regions. We might also see deeper connections with artists, like exclusive content drops tied to these saves. The focus will likely remain on reducing friction between discovery and consumption, making it even easier for a viral moment to turn into a lifelong fan relationship. Music discovery is becoming more integrated with social media every day, and platforms like TikTok will keep pushing the boundaries of how we connect with music.
