Marketing

TikTok gets an exclusive preview of the new Ed Sheeran single


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Ed Sheeran’s new single ‘Bad Habits’ comes out next Friday (25 June) but it’s being teased to fans on TikTok for the week beforehand. This is being described as a ‘three-day exclusive’, so we expect the clip of the track to be available elsewhere by Monday.

For now, it’s available for TikTokers to use in their own videos, with Sheeran also posting a separate clip of himself performing the song acoustically.

It all ties in to a pre-save campaign for the track too. At the time of writing the track has already been used in more than 1,500 videos on TikTok, with influencers hopping on board as the campaign gets up and running.

It’s the latest example of a new track premiering on TikTok ahead of its release: BTS did it in February 2020, for example.

Stuart Dredge

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