ByteDance Has Another App Driving Viral Success on TikTok
“New Home” is a pensive, wordless piano ballad — not the type of song that’s typically thought of as viral trend material on TikTok. But last month, Austin Farwell, who wrote and performed the track, noticed it appearing in a wave of videos. Many of these featured the actor Pedro Pascal munching peacefully on a sandwich — a snippet from the YouTube series Snack Wars — next to a block of text, something along the lines of “when you catch up with your friends and they’re all complaining about their trash men but you can’t relate cos your man is perfect and treats you like a princess every day.”
“I didn’t understand,” Farwell says. “I don’t know Pedro Pascal; I didn’t know why he was eating a sandwich. But if that’s the trend that people want to promote my music with, great.”
The Pascal videos were created using the program CapCut, which is owned by TikTok’s parent company, ByteDance. CapCut, which marketers joke is the new version of Apple’s Final Cut Pro, makes more advanced video editing techniques accessible to the masses, allowing clips like those with Pascal to be easily replicated and adjusted effectively with the click of a button. Chopping his calm chewing footage out of one video and into another is beyond many users’ technical ability. With CapCut, “you’re really not even editing, you’re choosing a template, adding something of your own, and the program is just generating this video for you,” says Abbey Fickley, a TikTok creator.
“They give you these slow motion effects, or make it go from blurry to super clear, or these glitchy cuts, which make the videos more dramatic,” Fickley continues. “That in turn makes the viewer more inclined to stay and watch it. It spices up your content — those editing features really do attract the viewer, instead of them just scrolling past it.”
Songs can be hitched to CapCut templates, so as they have proliferated on TikTok, they have become an important new area of focus for music marketers. “If you can match one of those [templates] to a sound that amplifies the video, or makes it more dynamic, then you suddenly have something that can act as a vessel for the sound to go viral,” explains Sanu Hariharan, co-head of music partnerships at Creed Media, a marketing company focused on Gen Z. “It’s been a really strong facilitator of user-generated content,” which is typically the metric that artist teams use to evaluate the success of marketing campaigns, especially on Tiktok but also on Instagram Reels and YouTube Shorts.
A major label executive who spoke on the condition of anonymity went further: “If you want to break a song on TikTok right now” — and everybody with commercial aspirations does — “you have to attach it to something from CapCut.” In recent months, these trends have helped drive listeners to “New Home,” Luke Combs’ cover of Tracy Chapman’s “Fast Car” (currently No. 32 on the Billboard Hot 100), a mash-up of Ice Spice’s “In Ha Mood” (peaked at No. 58 on the chart dated March 22), Deftones’ “Change (In the House of Flies),” Hollywood Undead’s “Everywhere I Go,” and more.
CapCut launched globally in 2020, and it topped the app charts as early as 2021. Much in the same way that new music production tools like BandLab’s SongStarter have made it simple for those with minimal experience to create credible-sounding tracks, CapCut “makes it a lot easier for your everyday user to be able to create more polished videos,” says Jen Darmafall, director of marketing at ATG Group. “You don’t have to have a particular skill set when it comes to editing — there are templates on the platform for you to go and plug in what you want, whether it’s photos or videos or text overlays or transitions. That’s helped it skyrocket.”
In October, ByteDance made it even easier to jump between TikTok and CapCut: When users encountered a video on the former made with the latter, a new button allowed them to quickly start playing with the template on their own. Partly as a result of that change, “over the last six months or so,” clips made with CapCut are “in your face every day, non-stop, no matter what side of TikTok you’re on,” Darmafall says. CapCut clips are also peppering Instagram Reels and YouTube Shorts, further amplifying ByteDance’s influence in the social media market at a time when the company is facing intense scrutiny from the U.S. government.
Jess Keifer, director of digital strategy for Sony Music Nashville, noticed a CapCut trend set to “Fast Car” — a blurry scene, often accompanied by heart-warming text, that snaps into focus just as the singer up-shifts into the chorus — gain traction during the last week of March, leading to an “explosion” of similar TikTok clips. “It’s an easy source of inspiration for fans,” she says. Fickley hopped on the Combs trend and amassed a million views within two hours. “I’ve never had a video go viral that fast,” she says.
Much of TikTok’s appeal from the start has been that anyone can go viral, no matter how many followers you have or how long you’ve been using the platform. But to replicate the dance trends that were popular in the app’s early days, for example, a user either had to be good at dancing or comfortable with embarrassment. Neither are required to adjust a CapCut video template that riffs on Stranger Things‘ Finn Wolfhard or the cartoon Tom and Jerry.
“As you hop on the trending templates, you’re gonna get more views and visibility, which is what we all want,” explains Tim Gerst, CEO of digital marketing agency Thinkswell. “And so it becomes about, how can you find ways to take your own music or the things that you’re working on and implement it into templates that are trending?”
CapCut templates are especially useful for music marketers because they often come with songs attached to them. “Some people are having these templates created specifically for their sound or for the artist’s song that they are promoting,” Darmafall says. “And some of them are scouring TikTok for CapCuts every single day, finding the most popular templates, and putting their song to it” — seeing if they can sway a trend in their direction. “It’s so easy to unlink a sound and link a new sound to it,” Darmafall notes.
A common critique of TikTok is that it elevates songs but not artists: Millions of users might get obsessed with a snippet of a track but not bother to even figure out what the singer looks like. One advantage of CapCut templates is that artists can quickly jump on a trend that might otherwise take off without them. “It’s great for artists because it saves them time,” says Cassie Petrey, founder of the digital marketing company Crowd Surf. “We try to encourage our artists to use them as it makes sense for their brand,” Keifer adds.
Hariharan points to a recent video from Rag’n’Bone Man, where the gravel-voiced balladeer posted his own version of a CapCut template that was both set to his track “Human” and also included footage of the singer spinning in place. The Rag’n’Bone Man video earned more than 12 million views, easily outstripping any of his other recent clips. “This is a way that artists themselves can get in on the action,” Hariharan says. “It allows them to kind of unlock another layer, feed themselves in, increase their overall recognizability.”
“This is just going to become more and more important for us to pay attention to,” Keifer adds.
Elias Leight
Billboard
