If a TikTok influencer can take the UK out of an all-time Eurovision points slump, that should tell you how powerful the platform has become.

For those who tuned in for Saturday’s 2022 competition, TikTok sensation Sam Ryder lifted national spirits and secured a silver for the UK with his entry ‘Space Man’, which gave nods to classics such as Rocket Man and Space Oddity.

But how did TikTok catapult us back to Eurovision victory? Here’s what we think…

Sam Ryder’s TikTok feed is bursting with renditions of widely loved music by formidable artists, tapping perfectly into popular culture and establishing an instant connection with viewers. The result is highly engaging content that sparks likes, conversations and shares. It’s no coincidence that Sam’s simple selfie sing-along formula has already earned him a whopping 12.8 million followers.

It can’t be said enough that social media audiences crave authenticity over style-no-substance content these days. Users are turning to no filters, rough cuts and realism that captures honest moments, and the no-frills format of Sam busting out classic tunes from his living room has earned a loyal fan base and appreciation for his vocal talent alone.

It’s no secret that TikTok fever took hold during the pandemic. People stuck at home and in need of comic relief turned to the platform as a means of escape and connection. Between November 2018 and 2021, TikTok grew from 680 million to 1.1 billion active monthly users, paving the way for overnight success for influencers like Sam Ryder.

Sam’s covers have been reshared by the likes of Sia and Justin Bieber, but his biggest celebrity supporter was Alicia Keys who dueted with his cover of her song “If I Ain’t Got You” on TikTok. She has 6.1 million followers on TikTok and the video itself accumulated 1.1 million views. This undoubtedly increased Sam Ryder’s viewership and exposed him to a whole new audience both in the UK and internationally. It also shows how powerful the duet feature on TikTok can be.

From someone who was performing in clubs and at weddings in 2019 to the most followed UK music artist on TikTok today with 12.8 million followers, Sam Ryder has experienced being catapulted into the TikTok stratosphere. He now has more followers than Alicia Keys – that must be a pinch me moment!

In fact, TaP Music, a global music management company involved in choosing the UK’s Eurovision contestant, agreed that Sam’s TikTok following was a huge benefit for them as it revealed how he was already an extremely likeable and engaging character. Maybe this has changed the way the UK will choose a Eurovision contestant in the future. After all, this formula obviously works.

If you’re looking for a social media agency in Birmingham to help establish your brand on TikTok, don’t hesitate to get in touch today.