TikTok Triumph: Viral Mechanisms of the Short Video Sharing Platform for Artists Decoded

We all know TikTok , this ubiquitous social media app that has rapidly gained popularity since its launch in September 2017. Originally conceived as a platform for creating short, authentic videos, TikTok has now expanded to over 150 markets worldwide. The result is a phenomenon that transcends mere entertainment value and has evolved into a global cultural movement.

By 2024, TikTok already boasts more than 2 billion users, making it one of the most dominant forms of entertainment, particularly popular among younger generations (keyword: Generation Z). The platform has also proven extremely effective at transforming previously unknown songs into global hits that top the music charts.

In recent years, we have seen numerous artists and songs gain unexpected attention through viral trends and challenges on TikTok, significantly influencing public perception.

Especially since 2020, TikTok has become an indispensable part of the music marketing landscape. The platform allows artists to present their work to a broad audience in innovative ways and to maintain direct interaction with their fans.

This dynamic means that musicians not only have the opportunity to creatively promote their music; they can also directly influence its success.

In light of these compelling developments, we have decided to create a comprehensive guide that examines the diverse mechanisms of TikTok in detail. In this guide, we will discuss some of the most important strategies for music promotion on TikTok.

Our goal is to provide you with valuable insights and practical tips so you can unlock the full potential of this platform. We not only want to expand your knowledge but also encourage you to actively explore the diverse opportunities TikTok offers for promoting your music.

TikTok – From newcomer to social media giant

The era in which TikTok was considered a newcomer in the world of social media is now over. The platform, which became famous primarily for its dance videos, now boasts approximately 1.56 billion monthly active users worldwide, placing it fifth among the most popular social networks.

Douyin , the Chinese counterpart to TikTok , even ranks second among the most popular social networks in China, with a user share of 78.4 percent. The parent company of both platforms, ByteDance Ltd. , was recently ranked as the world's most valuable private company, with a market capitalization of US$225 billion.

Generation Z in focus

Unlike the established social media giant Facebook, TikTok is clearly aimed at a younger target group. In 2023, Generation Z the largest user group in Germany, with a usage share of approximately 53 percent.

Globally, female TikTok users aged 18 to 24 dominate the platform. Generations Z and Alpha show a particular enthusiasm for this platform, which impresses with entertaining content, practical life hacks, and easily consumable content from their own echo chamber.

Here, every user has the chance "viral" and reach a wide audience through purely organic growth.

With a projected average daily usage of 76 minutes, TikTok is the most popular social media platform among 18- to 24-year-olds – far ahead of Instagram and Snapchat .

What is TikTok? – The short video platform explained in a nutshell

The common perception of TikTok as merely a short-video sharing platform is too simplistic. Although the format isn't new and other platforms like Snapchat or Instagram offer similar features, TikTok distinguishes itself through its unique algorithm, which delivers hyper-personalized feeds and has been crucial to the app's success.

TikTok remained relatively inconspicuous internationally during its first year in 2017, until the merger with Musical.ly in August 2018 led to explosive growth. The breakthrough came with the viral spread of Lil Nas X 's "Old Town Road ," which established the platform as a major player in the music industry.

In a sense, this marked the moment when music industry players truly recognized TikTok's potential. Since then, the platform has become an influential force that cannot be ignored, quickly finding its way into the marketing strategies of artists of all kinds and sizes.

Nevertheless, we must admit that while TikTok's audience is enormous and in May 2020 it came close to the impressive milestone of 250 million active users, some sources tend to overestimate the platform's relevance.

Why is TikTok so successful? 

What makes TikTok so unique? What features set it apart from all previous platforms?

Let's start with a quick statistic: In 2018, over 55% of active TikTok users not only watched videos on the platform but also regularly uploaded their own content. That's simply enormous. Now put that into perspective with YouTube. It's virtually impossible to determine a precise figure for the percentage of YouTube users who upload content, but it's clear that this is only a small fraction of the 2 billion global users.

In this respect, despite its significant role in today's digital culture, YouTube remains a platform based on the classic "one-to-many" communication model . TikTok, on the other hand, has adopted the many-to-many communication approach of social media and applied it to the video format – arguably the most distinctive medium of our digital age.

On TikTok, everyone is both a viewer and a creator, and that is precisely the key to TikTok's success."

First, TikTok has removed all barriers for users. ByteDance has ensured that it's extremely easy for any user to start creating content. Of course, producing some of the most elaborate content on the platform can take hours, days, or even weeks, but if we're talking about a simple, "down-to-earth" TikTok, you probably won't need more than 10 minutes. From the initial idea to the final edit with numerous filters, effects, and music, it only takes a few minutes.

On the demand side, TikTok has launched a feed designed to house all user-generated content. If you're familiar with Tinder, you'll likely notice that watching videos on TikTok is similar to using those dating apps in many ways. As a viewer on TikTok, there's essentially one central action you can perform: swipe up to skip the current video and immediately move on to the next one. That's it—and this structure allows TikTok to achieve something no other platform can.

It can afford to offer its users videos that don't really appeal to them – at worst, they simply skip them. The entire interaction lasts only a few seconds. Some would even argue that this "inconstancy" of the TikTok feed is one of the main reasons for the app's addictive potential.

The process of "searching for something interesting" within the seemingly endless TikTok feed simply has a very captivating appeal.

But this system couldn't work without its secret ingredient – ​​the recommendation engine . In a sense, TikTok was the first application in history to be entirely based on the principle of AI-powered content delivery to users. I want to emphasize that there's a dedicated section in the app that allows users to see content from the creators they follow. But the real magic happens in "For You" recommendations section .

If we compare it to YouTube – although recommendations and programmatic curation now play a significant role there as well – on YouTube, people still actively navigate the platform and select the content they want to interact with. On TikTok, however, there is no direct choice. Users have no direct influence on the content they consume – it's all about the algorithm, which understands you better the more time you spend on the platform.

The TikTok algorithm – How the recommendation AI works

About a year ago, TikTok lifted the veil and published an article on its blog explaining the key components of its algorithm. We won't go into all the details of how the platform's recommendation engine is designed – here's a link to the original post if you'd like to delve deeper into the topic.

Instead, we want to try to understand why the recommendation engine operates this way. Given the high engagement rate on the platform, the TikTok algorithm has to process an immense amount of content. And when it comes to managing this massive flow of user-generated content, the overriding principle of TikTok's recommendation system is that every video gets a fair chance.

The number of followers and the success of previous videos are only of minor importance as success factors for new videos

The central aim of TikTok's recommendation engine is to present content that resonates with viewers in one way or another, regardless of the creator's original target audience. Once a video is uploaded to the platform, TikTok selects a small group of viewers and shows them the video to gauge its reception. If it performs well with this limited user group—taking into account factors such as completion rate, comments, shares, and likes (you know the drill)—the algorithm will make the video available to a wider audience.

And then the cycle begins anew. This approach allows TikTok to enable a video uploaded by an ordinary user with no followers to generate thousands or even millions of views. This gives us a clear insight into the platform's extraordinary engagement rate. Every user on TikTok has the opportunity to get millions of strangers to interact with their video—and I don't need to tell you the euphoria that comes with all those views, likes, and comments. 

Furthermore, there are other aspects to the TikTok algorithm. Videos are assigned topics that are tailored to users' interest profiles. Like YouTube, TikTok is a multifaceted platform where hundreds of different stories are created simultaneously – from beauty blogs and dance routines to comedy sketches and even financial advice. However, regardless of the specific aspect, the fundamental principle on which the algorithm is based remains unchanged.

TikTok Success for Artists – The Bottom Line

Let's dive right into the essential aspects that TikTok offers artists and music professionals. Given the multitude of global breakthroughs this platform has generated, the question arises: How can musicians and music industry professionals effectively utilize TikTok?

First, it's crucial to understand that TikTok offers a wealth of opportunities. These options are diverse and promising, and ultimately all lead to a common goal: increasing your visibility and reach in the digital music world.

Why you should use TikTok as a musician

The first compelling reason for artists to become active on TikTok can be summed up in one word: money. TikTok's impact on music revenue is substantial. Business Insider reports that 67% of TikTok users are more likely to search for a song on music streaming platforms after hearing it on TikTok. This leads to increased sales, and sometimes even significant gains.

There are a number of music hits that reached the top 10 on Spotify in several countries after becoming popular on TikTok, resulting in significant streaming revenue. The influence of this social media platform on music revenue is undeniable. It all starts with going viral.

Petey (@peteyusa) is one of the most innovative musicians of 2023 and is signed to Capitol Records . With over 1.4 million followers on Instagram, he owes his success primarily to his catchy emo-pop-rock songs and creative content on TikTok. During the COVID-19 lockdown, he gained popularity through humorous, quirky TikToks that often had little to do with his music and were more reminiscent of sketches. These clips have been viewed over a million times and impressively demonstrate the value of presenting music on TikTok.

The platform fosters the creation of captivating content and offers exceptional talents numerous creative opportunities to showcase their music. Whether through impersonations of famous personalities or engaging videos, attractive content leads not only to more streams but also to a growing following.

One of the most prominent examples of this is Petey himself.

01 Building a fan base and increasing views on TikTok – Basic considerations

To increase an artist's social media reach on TikTok, it's important to create a suitable profile and produce appropriate content that fits the music and the spirit of the platform. The goal should be to inspire the audience with the music, which is why it's crucial to develop creative videos that go beyond simple clips or studio recordings.

Because TikTok is heavily influenced by algorithms, content must be short, catchy, and engaging. Successful social media practices can help boost fan base growth and maximize the chances of viral success.

02  Link your music to your TikTok account

Before you start creating a variety of content for your TikTok feed, it's crucial that you connect your music to your TikTok account. Additionally, you'll receive a beautifully designed official TikTok music page, provided you're eligible.

Here's how it works:

1. Obtain permission to link your music
2. Reaching 10,000 followers
3. Have a verified account
4. Submit a request
5. Submit the ISRC(s) of the songs you wish to link to your profile

If you don't yet have a verified account or the required 10,000 followers, don't worry. The initial steps of your content strategy will help you meet the requirements for linking your music on TikTok sooner rather than later. You can achieve this by using hashtags, collaborating, and promoting user-generated content.

03 Choose a topic (or niche) and remain consistent

The crucial thing to keep in mind when aiming for success on TikTok is choosing a theme (besides your music) around which to group your content. This allows the algorithm to categorize you within a specific group on the platform and help you connect with users interested in that type of content.

What will your future TikTok profile look like once it's set up? Will it be about humorous sketches and memes? Or perhaps tips on music production?

There are numerous approaches to this – while Jason Derulo's TikTok revolves entirely around dance choreography, other official accounts focus on comedy and sketches (see Petey).

Your topic can be quite diverse, but once you have decided on one, it is important that you remain consistent.

04 Use hashtags

Hashtags are arguably the most crucial method for assessing a video's relevance. Choosing popular hashtags should increase the chances of your video appearing in "Explore" and "For You" . TikTok's algorithm is believed to use hashtags to understand the video's content, so you should ensure you invest enough time in using them effectively.

For more information about currently popular hashtags, see the "Discover" .

Here are the four most popular hashtags that musicians can use on TikTok:

• #Music
• #Singer
• #Artist
• #newmusic

It's obvious that these are basic features. Nevertheless, they prove to be effective. No successful TikTok post for musicians is complete without these hashtags.

Hashtags that you use in addition to this quartet add a special appeal:

• #fyp (#foryoupage)
• #viral videos
• #tiktokchallenge
• #Duet

More importantly, all of these can be used to promote collaboration and for the types of content you might want to add to your TikTok profile.

05 Follow trends and take part in challenges

When a new challenge appears on the platform, TikTok users tend to engage more deeply with this content – ​​and the algorithm is aware of this. So, if you recognize a trend that could be relevant to you and have a creative idea for how to implement it, you should definitely put it into practice.

However, remember that consistency is key – so don't stray too far from the core of your content strategy. And don't forget the hashtags – there should always be one that's relevant to the trending topic.

Users looking for entertainment go to the "Discover" to find out what's currently popular. Therefore, you should also position your videos there.

06 Collaborate with other TikTok artists

Collaborations between artists on TikTok are by no means limited to iconic duos. Consider participating in duets and challenges. This form of cooperation allows you to connect with other TikTok artists who might otherwise never have met. The hit "Boy's a Liar (Pt 2)" by Pink Pantheress and Ice Spice exemplifies how musical styles and TikTok trends can blend seamlessly, celebrating the creativity of its two creators.

Both everyday users and verified artists have the opportunity to go viral by participating in challenges or duets. By actively participating in these trends and strategically using hashtags, you can easily generate attention for your profile – from both sides: the community and other artists.

This increased visibility can potentially translate into official partnerships, a larger following , or even exciting merchandising opportunities. On TikTok, creative work is not only an expression of your art but also a crucial self-promotion tool – don't be afraid to take this step!

There are millions of users ready to discover you and actively support your work.

07 Promoting user-generated content

Once you've achieved greater visibility, you should aim to encourage your followers to create content using your songs or albums. By actively engaging on TikTok and continuously developing your artistic identity, you're highly likely to see this content emerge organically.

Besides duets and challenges, there are numerous other video categories that can help you promote user-generated content:

1. Dances: Choreograph an impressive routine to one of your songs.
2. Pranks: Surprise unsuspecting passers-by by playing your music loudly.
3. Fitness / Sport: Start a fitness challenge to one of your favorite songs.

Each of these ideas is easily understood by a global audience and can be effortlessly tagged with relevant hashtags. This significantly increases your chances of rapid engagement and interaction with your content.

08  Showcase your music on TikTok

If you're using TikTok as a platform to promote your music, make sure all your active followers on the platform are fully informed about what you're doing elsewhere. It's not necessary to be too direct about it – TikTok isn't really the place for announcements like "New single on all streaming services."

However, if you are creating content specifically for TikTok, you have every reason to integrate your own songs as soundtracks.

10. Promote your TikTok channel on other platforms

In a marketing context, it is essential to use other platforms to effectively promote your TikTok.

For example, you can upload individual TikToks to Instagram Reels or share them on X. Threads profiles allow you to set up Linktrees, which you can use to link your TikTok, Spotify, and other content. You have full control over the content you create and publish, but not over how or why listeners become aware of your work.

By promoting your TikTok videos across all the social media platforms where you're active, you can not only generate revenue as a musician but also sustainably increase engagement with your TikToks. There's no reason to let this valuable opportunity go to waste. Harness the power of social media and let your creative content reach a wide audience!

11 TikTok Pro Analytics for Deeper Insights into Your Content

TikTok recently launched a powerful analytics dashboard , available to all users of the platform for free. With TikTok Pro , you can closely monitor views of your profiles and videos, as well as the growth of your follower base. You can also analyze valuable demographic data about your target audience to identify which of your videos are particularly successful.

To switch to a Pro account, simply navigate to "Manage my account" and select "Switch to TikTok Pro" . And you're all set!

In detail, TikTok Pro offers three essential views:

1. Profile overview : This view shows you your video and profile views from the last seven days, as well as the growth of your followers since you upgraded to Pro. Here you get a clear overview of your growth.

2. Content analytics : This feature categorizes your content from newest to oldest and presents specific information for each video, including likes, total number of comments and shares, traffic types, and the geographic distribution of your target audience. Such detailed insights help you tailor your content strategy.

3. Follower analytics : These provide you with a comprehensive breakdown of your total follower count, development graphs, and detailed information about your target audience, segmented by gender, region, and activity. This allows you to better understand your community and create targeted content.

Please note that the app will start collecting data from the day you switch and will need at least seven days to provide deeper insights. It is strongly recommended that you upgrade to TikTok Pro as soon as possible once you begin posting content. 

Buying 12 TikTok followers: A controversial topic

Buying followers is a practice that has existed in the world of social networks for quite some time and is used by companies, artists and individuals in a wide variety of contexts.

Buying followers, likes, or views has become a widespread strategy for increasing reach and visibility on platforms like TikTok. Various providers, such as followervibe, offer services that allow users to artificially inflate their follower counts. At first glance, this approach may seem quite appealing. A larger follower base not only gives potential customers the impression of popularity but can also serve as an indicator of credibility and influence.

However, closer examination reveals numerous disadvantages to this practice. Buying followers can become increasingly problematic in the modern marketing landscape, especially with the growing importance of performance advertising and data-driven approaches. Firstly, purchased followers are often fake profiles or inactive accounts. This not only leads to a decline in content engagement – ​​crucial in the age of algorithms – but also to a significant reduction in actual reach. 

Furthermore, buying followers can risk jeopardizing the trust of a brand's genuine following. In an era where authenticity and transparency are valued more than ever, this strategy could be perceived as dishonest.

13. Avoid a suspension

TikTok places great importance on the safety of its users and is committed to creating an environment characterized by authentic interactions. To ensure this, the platform removes content deemed spammy, offensive, or harmful. TikTok may suspend accounts when it observes certain behaviors.

Therefore, you should definitely avoid the following:

• The use of prohibited hashtags
• Deleting a large number of items simultaneously
• The mass following and unfollowing of users
• The use of copyrighted material

14 Overcome specific challenges in the TikTok art scene

Artists face various challenges when publishing content on TikTok. However, there are numerous strategic approaches to overcome the most common hurdles:

• Saturation: To stand out in TikTok's colorful diversity, it's crucial to present an original perspective. Avoid getting lost in the shallows of the ordinary; you won't progress that way, either within the platform or as an artist.
• Trends vs. Authenticity: While it's important to stay informed about the latest trends, you should also remain true to your own artistic voice. This can be especially challenging when your "For You" page is flooded with current trends. However, find creative ways to connect these trends with your art to create a unique expression.
• Dealing with criticism: Be sure to differentiate between constructive feedback and mere negativity. If you make a mistake, it's valuable to admit it, but don't let it discourage you. Art is an ongoing process – stay inspired and keep creating.

15. Maintain your authenticity on TikTok

In the dynamic world of TikTok, niches have the potential to form engaged and vibrant communities. For artists, this presents a valuable opportunity to showcase talent, exchange knowledge, and connect with like-minded individuals.

However, you should never lose your core values ​​and authenticity. After all, users want to connect with you on an emotional level. And trust is hard-earned but easily lost.

The ultimate challenge: Viral effects

So far, we've covered the basics and best practices of successful TikTok channels. If you've made it this far, the foundation is laid and you probably already have a thriving TikTok presence.

However, none of the previous tips can compete with the effect that can be achieved when an artist's song becomes the soundtrack of a popular TikTok trend or viral challenge.

This brings me to the second major chapter of this post: Use TikTok's viral reach and broad audience to increase the visibility of your content many times over.

01 How to use TikTok as a catalyst for your music

Last year, we observed numerous marketing agencies, most notably Brainlabs , discovering the TikTok platform. They offer brands and artists their extensive expertise to create viral trends and challenges. From the music industry's perspective, this reveals TikTok's immense potential.

Trends and challenges initiated on TikTok can help an artist gain considerable attention. Furthermore, if you find the right combination of creative idea and musical element, this often requires only a small financial investment.

At its core, every TikTok challenge revolves around users recreating an original video with their own unique style. These challenges are usually linked to specific hashtags, one of which contains the challenge title.

Although competition in the realm of TikTok trends and challenges is constantly increasing, the playing field remains open to creative minds. All that's needed is an innovative idea, a catchy song—or rather, a memorable moment—and targeted influencers to provide the initial impetus. 

02 Spend time on TikTok

If you're spending time on this platform, you should be serious about establishing a presence on the video-sharing platform. Observe which types of content perform particularly well and analyze the reasons why.

These insights will prove invaluable when it comes to developing your own viral TikTok campaign. By understanding and analyzing user behavior, you'll lay the foundation for engaging and successful content that resonates with your audience.

03 Discover your unique 15-second TikTok moment

Now is the perfect time to unleash your creativity and develop an inspiring idea for your next challenge. On TikTok, your starting point should always be the music itself—more specifically, a powerful musical moment . In the world of TikTok challenges, 15-second clips have proven particularly effective.

While not a strict rule, short content is the beating heart of the platform. TikTok itself recommends videos lasting 9 to 15 seconds as best practice for in-feed ads – and there's good reason why these principles will also be relevant to your upcoming challenge.

Therefore, carefully analyze your chosen music and try to identify some standout 15-second TikTok moments—those parts of the song that have the greatest potential for viral spread. There are numerous elements that can resonate on the platform: look for unexpected twists, memorable lyrics that work even outside the context of the song, and similar characteristics.

Your TikTok moment should be closely linked to the theme of your upcoming challenge, whether through the lyrics or the energy of the music itself; at the same time, however, it should offer enough flexibility to allow room for different creative interpretations.

04 Make sure your song is available on TikTok

Although this step may seem trivial at first glance, it is crucial for the success of your music on the platform. It's important to note that not all digital distribution partners offer a partnership with TikTok.

Therefore, we recommend that you check with your sales partner to see if the song you have chosen is accessible to TikTok creators.

05 Idea Factory for Challenges

When developing your challenges, always consider the viewer's perspective: What's in it for them? What makes your challenge unforgettable? Ensure your challenge is both engaging and easy to understand – the introductory video should clearly and concisely explain what the challenge is about.

And more importantly: What added value do you offer the participants? Does the challenge foster a sense of community? Is it intuitively understandable? Does it offer enough room for creative interpretations and personal adaptations?

Ultimately, TikTok challenges are often intended as a first blueprint that can be picked up and further developed by creative minds. This approach not only creates memorable content but also provides an opportunity for interaction and exchange within the community.

06 Choose a memorable hashtag

Every trend needs a concise name that people can not only recognize but also actively shape. Therefore, it's crucial to choose a clear, memorable hashtag that aptly summarizes the essence of your challenge.

If you do this carefully, that name will be associated with your music for a long time, and there's no going back once it's out in the public eye. Think carefully about the message you want to convey and how to make it stick in the minds of your target audience.

07 Define your target audience on TikTok and identify relevant influencers

You most likely already have a good understanding of your target audience. Now, visualize your audience on TikTok and specifically look for overlaps. This analysis forms the foundation of your strategy on the platform. What topics and content interest this group? What TikTok content appeals to them?

The next step is to identify influencers who have a close connection to this target group. Contact these influencers with a proposal to conduct a challenge – it's essential to know where your TikTok audience spends their time online.

Engaging with influencers also offers an excellent opportunity to test your idea: the more positive their feedback, the greater the likelihood that your concept will go viral. Don't hesitate to ask influencers directly for their opinions – they typically have extensive experience with the platform, so their insights can be invaluable to your strategy.

Listen carefully and use their feedback to further refine and adapt your strategy.

This approach maximizes your chances of creating successful content and generating a strong response from your audience.

08 Think about conversion (also known as customer journey)

This aspect undoubtedly represents a crucial step in the entire process. We've observed numerous artists and songs that achieved viral success on TikTok without this actually having a positive impact on the artists' careers. It's highly likely you want to avoid the artist being remembered "the one who wrote that TikTok song."

Therefore, you should consider how to successfully direct your TikTok audience to your other platforms, be it Spotify, Instagram, or your own website . Also, think about how to ensure users stay engaged on those platforms. Ultimately, viral marketing is an excellent way to increase brand awareness, but it's not ideal for building a loyal fanbase. Ideally, your TikTok campaign should be part of a comprehensive content plan that has a lasting impact on the artist's career.

A crucial tool available to you in this context is the official song page, which is included with every track officially released on TikTok. This page contains the link to Apple Music to encourage users to listen to the full song. Even more important, however, is the link to the artist's official TikTok account, if one exists.

Therefore, it would be advisable to ensure that the artist has an active and verified TikTok account that can be used as a bridge between TikTok and the platforms of other artists.

9. Get tips from a real professional

“How To Get 1 Million TikTok Followers For Musicians (Grow Fast Before It's Too Late)” initially sounds like a sensationalist marketing title and makes one skeptical at first.

But with exactly this slogan you can find a video tutorial by Damian Keyes on YouTube.

However, a closer look at the biography of this passionate musician and founder of the Music Business Academy quickly reveals the following: He's not just spouting hot air. At the tender age of 18, Damian Keyes was signed by a renowned record label, which he left after only six months. By the age of 23, he co-founded a private music academy in Europe called BIMM, valued at $300 million.

He is also a bassist and has played for numerous artists, including greats like Eric Clapton, Alanis Morissette, and Billy Cobham. At the age of 30, he initially took a break from performing, before moving between the music industry and education. During this time, he launched a YouTube channel (@DamianKeyes) to teach artists how to release and achieve success with their music. Through his academy and YouTube channel, he now trains artists worldwide, works directly with international labels, and runs a live booking agency and a management company.

10. Start your TikTok journey

Every journey begins with the first step. The last step is therefore largely self-explanatory.

Once you have defined your goals and strategy, it's time to take on the challenge and find out where this viral journey will take you.

In the best-case scenario, your TikTok journey will be a resounding success, with millions of people engaging with your music daily. But be warned: TikTok's viral nature brings not only opportunities but also challenges. Trends come and go at a rapid pace, which is why the window of opportunity to transform that attention into something meaningful and lasting will be relatively short.

Use this moment wisely and inspire your audience!