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Eliza Taylor

Sound and Social Media: How Users of TikTok Engage With Different Music Genres

Biography

Eliza Taylor is a 2025 graduate of Toronto Metropolitan University’s Professional Communication program. Eliza has an interest in marketing and will be furthering her education with an Ontario College Graduate Certificate from George Brown College in Marketing Management – Digital Media, expecting to complete the program in 2026. Within her time at TMU, Eliza gained experience in many aspects of communications including marketing, public relations, content creation, and professional writing. With 7 years experience in customer service, Eliza is also an efficient problem solver, experienced in taking on a leadership role, and a great collaborator.

Her passion for marketing, social media, and music inspired her Signify project which combines all of these topics. Looking at how social media is used to promote different genres of music, Eliza hopes to understand the best ways to market and promote music artists using social media.

Details of Project

In the 21st century, social media has become one of the main ways that musical artists promote themselves, as well as one of the main ways that people discover new music. There are many different social media platforms that can be used for these purposes, but one that has become extremely popular in recent years is TikTok. TikTok, which first became popular in 2020, is an app where users can create and share videos, which are often accompanied by music or audio clips. While many TikTok videos feature music, the actual content of the videos can vary. Dance and lip syncing videos are popular, but other common uses for the platform include lifestyle videos, challenges, comedy skits, and more. With the subject matter of TikTok videos varying so widely, I wanted to investigate how users of the app engage with and utilize different genres of music within their videos.

Sound and Social Media: How Users of TikTok Engage With Different Music Genres is a research project focused on learning about how user-generated content on TikTok uses and promotes music. The research looks at how TikTok users engage with different genres of music, as well as which genre of music receives the most engagement on the app through the number of likes, comments, shares, and saves on the videos. The research was done through a mixed-methods study involving a content analysis of 150 TikTok videos, as well as collecting engagement data to determine the average amount of engagement videos featuring each genre of music receive. The overall goal of this research project was to gather data on how user-generated content on TikTok promotes music in order to find the most effective methods of promotion for different music genres, as well as to determine whether certain genres of music perform better than other on the app. 

 

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