TikTok doesn’t reward brands. It rewards behaviour. And brand behaviour is easy to ignore.
Together, we recognised that Amazon Music had visibility on the platform but visibility isn’t influence. Fans consumed the content, but they didn’t recognise Amazon Music as part of fandom itself. And on TikTok, if you’re not part of the culture, you’re invisible to it.
Our objective wasn’t to optimise performance. We partnered to reshape what Amazon Music was on TikTok, from a brand publishing content into a participant embedded inside music culture.
We set out to build a presence that behaved like the platform’s most successful creators: reactive, culturally fluent and community-led. That meant evolving traditional brand behaviours in favour of fan behaviours, showing up in real time, speaking the language of fandom, and contributing meaningfully to the conversations shaping music.
We focused on three core objectives:
• Establish Amazon Music as a culturally credible voice native to TikTok
• Turn passive viewers into an active fan community through interaction-led content
• Drive sustained organic growth by creating content fans chose to share, not scroll past
Our shared belief was simple: the algorithm doesn’t amplify brands. It amplifies behaviour. By behaving like fans - not marketers, Amazon Music could earn relevance, unlock engagement, and build a presence designed to compound over time.
We didn’t approach TikTok as a media channel. We approached it as a cultural system and rebuilt Amazon Music to operate inside it.
At the centre was our Cultural Content Engine: a real-time operating model designed to identify emerging trends, fan conversations and cultural micro-moments as they happened. This allowed Amazon Music to participate in culture at the speed the platform demands, not days later, but often within hours.
We transitioned away from traditional brand creative and the control that comes with it in favour of creator-native behaviours. Using TikTok’s native tools, including green screen, comment replies, reactive video formats and meme-driven edits, we integrated Amazon Music directly into fan storytelling. Product interfaces became visual punchlines. Fan comments became creative prompts. Content wasn’t imposed onto the platform, it was constructed from within it.
Community interaction became a primary creative layer, not a support function. Comment sections evolved into active cultural spaces, where Amazon Music extended jokes, deepened fandom references and rewarded audience participation. This transformed posts into ongoing conversations, increasing dwell time, repeat engagement and shareability.
We also made a counterintuitive strategic shift: we reduced content volume. Instead of chasing frequency, we prioritised cultural precision, publishing fewer assets, but ensuring each one earned its place in the feed. Every post was designed to provoke a behavioural response: comments, shares, saves or conversation.
This fundamentally changed how Amazon Music performed within TikTok’s ecosystem. Instead of treating Amazon Music like a brand account, TikTok began surfacing it like a creator account - rewarding it with sustained organic reach. Organic visibility accelerated, engagement deepened, and growth became increasingly self-sustaining.
Amazon Music stopped announcing culture. It started participating in it.
This wasn’t a content strategy. It was a behavioural transformation, aligning Amazon Music with the forces that actually drive discovery, relevance and growth on TikTok.
The transformation didn’t just improve performance. It changed trajectory.
In 2025, Amazon Music’s TikTok presence delivered breakout organic growth. Engagement increased by more than 70% year-on-year, while organic impressions grew by over 40%, reaching tens of millions of users globally. Crucially, this growth was achieved while producing nearly 20% fewer assets, demonstrating that cultural relevance, not content volume, was driving impact.
More importantly, audience behaviour didn’t just increase. It changed.
Shares increased by more than 40%, signalling that fans weren’t just consuming content, they were actively distributing it within their own communities. Comment volumes surged, with audiences engaging in ongoing conversations and treating Amazon Music as a cultural peer rather than a corporate voice.
This momentum compounded over time. Across three years, Amazon Music generated billions of impressions and tens of millions of engagements on TikTok, while reducing reliance on paid media. Organic performance didn’t just support growth, it became the primary engine driving it.
TikTok’s algorithm responded to sustained audience engagement by expanding Amazon Music’s organic visibility, reinforcing a cycle of reach, participation and growth.
Amazon Music didn’t just grow on TikTok. It earned its place there.
