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Culture site Mic has an interview with the CEO of social agency VRTCL, Griffin Haddrill, based on its work for artists including Saweetie, Lil Nas X and The Kid Laroi on TikTok.

One part stood out to us as worth thinking about.

“The cool thing about TikTok is your content has a better chance of going viral or being successful at the times of the least audience time and when the least content is being uploaded,” said Haddrill. “We’ve done this so many times, even with Saweetie. We will post something at midnight or 11 pm, or six in the morning. It’ll go viral because the content output during that window is so low. The way the TikTok algorithm works is the For You page has to aggregate content at all times. If 100 million videos are uploaded at 2 pm but only 10 million are uploaded at 4 am, then our chances of going viral have increased 10 fold.”

There’s also a welcome note of realism when invited to attribute a track’s success solely to TikTok virality. “I still believe a good song is a good song, and TikTok is a way to amplify a good song,” said Haddrill. “No one platform should take credit for one song’s success.” Amen to that.

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