Jason Derulo's Rise to TikTok Fame: How He Captivates His Audience

In an ever-changing social media landscape, Jason Derulo has managed to adapt and thrive on TikTok, becoming one of the platform's most popular users in recent months. With a career spanning multiple chart-topping hits, Derulo decided to take his talents to the short-form video app after just one meeting with TikTok's music partnerships head Isabel Quinteros Annous.

Derulo believes that understanding how people consume content on TikTok is crucial to his success. 'A lot of people feel like they understand TikTok, but it's just ever-changing,' he says. Even now, every time he posts something new, it's a learning experience for him. He has learned through trial and error what works for himself and what doesn't.

The key to capturing an audience on TikTok is all about making a strong first impression. Derulo notes that people only have a fraction of a second to stop scrolling before moving on to the next thing, which means it's essential to make your content stand out from the beginning. He has studied his own behavior as a social media user and understands what makes him click on something. 'We're all very selfish scrollers, we're looking for something that's going to interest us,' he explains.

As Derulo continues to post engaging content on TikTok, he has found that it has become an extension of his life. Whenever he comes across something interesting, he instinctively pulls out his phone and starts recording. His ability to adapt to the ever-changing landscape of social media has allowed him to build a formidable feedback loop of content, where his audience responds enthusiastically to his posts.

In this sense, Derulo's rise to TikTok fame is not just about creating viral videos, but also about understanding how people consume content in today's digital age. His experience on the platform serves as a testament to his ability to evolve and adapt, making him one of the most exciting artists on social media today.

For more information, check out Rolling Stone's 2021 Future of Music issue, which explores the next era of the multibillion-dollar hitmaking business.

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