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Empowering STAYPart 4

Arm Yourselves, Help Empower STAYs Everywhere!

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In today's digital age, the power of social media in promoting artists and engaging with fans cannot be overstated. This part of the Empowering STAY Project aims to equip STAYs with the knowledge and tools necessary to effectively use various social media platforms to cross promote Stray Kids, as well informing STAYs about voting, streaming, and various other Stray Kids content.

We'll cover various techniques and sources to keep your posts fresh and engaging. Gain insights into Media Impact Value (MIV) and Earned Media Value (EMV), essential metrics for measuring the success of our promotional efforts. Discover how to use CapCut, a powerful video editing tool, to create compelling content.

Learn the most effective ways to trend tags, ensuring that your content reaches a wider audience. Additionally, we'll present user stats and analytics for each platform to help you tailor your content to target audiences more effectively.

With tutorials and creator tools, you'll be well-equipped with the knowledge and resources to effectively promote Stray Kids across multiple social media platforms, ensuring your posts are successful and impactful.


Together, we can amplify Stray Kids' presence and share their music with the world, while help to spread information to STAYs on all platforms everywhere all around the world.​


Cross-Platform Connection

Content Inspiration

Social media is a key player in modern marketing. Popular platforms include Instagram, YouTube, X (formerly known as Twitter), and TikTok.  One of the ways fans support their favorite artists is through social media engagement and marketing methods.

  • User-generated content (UGC)

    • UGC is a marketing term used to describe promotional material produced by customers and brand advocates. In the world of music, music fans engage in UGC to support their selected artists.

    • Types of UGC include posting images, remixing videos, participating in dance challenges, and posting reaction videos. This can often be used on more than social media platforms to reach wider audiences.

    • In K-pop, a popular form of UGC is fan edits — images and videos where fans can use editing tools to highlight their favorite on-/offstage moments and aesthetics. Fan edits often allow non-fans to create a connection with the artist, inviting further engagement.


  • Trending challenges

    • Challenges are task-oriented social media campaigns designed to raise awareness through viral reach.

    • In music, lip syncing and dance challenges are a popular form of UGC. Challenges can be started by fans or artists, and it’s common to see K-pop artists participating in each other’s dance challenges when there is a new release. These challenges are often picked up by fans who can post the originals or create their own challenges with participatory hashtags.


MIV/EMV Overview

  • Earned Media Value (EMV) is a metric that determines the performance and  monetary value of social media interactions on a third-party post. While useful for tracking general engagement, EMV is unable to differentiate positive and negative post activity and sentiment.

  • Media Impact Value (MIV) is a benchmark metric that assigns monetary value to marketing print, online, and social media activity. MIV was specifically created for fashion, luxury, and beauty brands (FLB). The ultimate goal of the MIV is to help with understanding the most impactful strategies in those media realms.

  • Quality and scoring determinants of MIV include:

    • Print:

      • Circulation numbers, which provide insight on the publication’s audience.

      • Brand placement on a magazine cover vs. internal pages.

      • Page placement percentage or the space occupied by the branded media

      • Whether the brand is represented on its own or with other brands on the same page.

    • Online:

      • Audience reach

      • Channel/media type valuation

      • The percentage of FLB-related content published by the publication.

      • Media Quality Score (measurement of the source’s audience quality regarding FLB brands)

      • Article length

      • Image or video presence

      • Article type, based on the presentation of images (click-through slideshows have a lower rating)

    • Social:

      • Global followers, subscribers, and fans on Instagram, YouTube, Facebook, Twitter, TikTok, Douyin, RED, Weibo, BiliBili, and WeChat

      • Post frequency (accounts with too many or too few posts may have a lower rating)

      • Profile engagement measured against the industry average engagement rates.

      • Celebrities, influencers, and consumers are rated differently.

      • Article type, based on the presentation of images (click-through slideshows have a lower rating)

      • Engagement metrics (e.g., shares, comments, and views)

      • Hashtag types (should not be spam or mention any kind of contest or giveaway)

  • Social Media Brand Performance

    • As of 2023, Instagram is the top-reigning FLB brand amplification platform with the highest MIV. 

    • YouTube has a higher average MIV than IG for long-form video content.



*If you would like to go more in-depth with questions or resources or receive personalized help, please visit OutreachRacha’s ORDA Discord server


Capcut is available on Apple, Android and PC. Launching worldwide in 2020, CapCut, a video-editing and graphic design tool, has quickly risen to prominence globally, with over a half-billion users in 2023. After making videos on CapCut, you can share across your socials on TikTok, Instagram Reels, X (formerly known as Twitter), and more! 


The app is free to use with a wide range of editing tools, with subscription-based Pro features allowing access to even more features. Users can access CapCut on mobile for Android or iOS devices, as well as via desktop app for Windows or Mac.

Before you begin editing, be sure you have content to work with. A good rule of thumb is to bookmark or save videos or pictures that catch your eye as you scroll social media feeds or YouTube. 

When you are ready to start creating, you can screen record or use different websites to help you download content onto your phone. Just make sure you are being ethical in resourcing your content and not taking someone else’s edit and passing it off as your own or cropping out watermarks from photographers or videographers.

Sourcing Content

How to screen record:

Download websites:



For a video guide on how to find CapCut tutorials within the app, see OutreachRacha’s YouTube Short.



Starting out on CapCut can seem overwhelming, but the platform offers helpful tutorials (see above) and creator-designed templates for beginners. 


To access templates, click on the Templates tab in the app or visit You can also search within social media platforms for CapCut template accounts, which often post trending templates that let you open the template in CapCut. 


Choose your template, add your videos and/or pictures, customize what you can, and you're ready to share it across your socials with official Stray Kids music! 


In addition, templates often include links to tutorials that show you how to achieve similar effects and create your own edits. Within the CapCut app, you can watch tutorial videos and practice your editing skills simultaneously.

Creator Program

CapCut templates are created through the Creator Program, which is limited to users only in certain regions for limited time periods. Creators are able to earn money for their templates and receive support from CapCut. 


You must submit an application, including a portfolio of your original edits, and be approved by CapCut to be entered into the program. Editors must prove their originality and ability to edit by using a screen recording tool to show their process. 

It is important to work to gain the skills necessary if you would like to become a CapCut creator because when the program opens, it is only for a limited period of time, and the CapCut team is choosy with whom they let into the program.  


Twitter (X)

Algorithm Specifics


X (formerly known as Twitter) essentially uses three separate feeds on its platform:

  • “For You” timeline — Tweets are sourced from about 50% of who you follow and 50% of people out of your network. 

  • “Following” timeline — Shows you tweets only from the accounts you follow. 

  • Explore tab — This helps to find more resources about what is trending around the world. 


In 2023, X developers released some of the open-source code, specifically how tweets show up on a user’s feed, to provide transparency into the engineering of the algorithm. This complex web of algorithms learns about users through clicks, likes, comments, interactions, and what other similar users and the people you follow engaged with recently on your For You timeline. Some factors weigh more heavily than others to form a ranking system of tweets on the For You page. 


The recommendation algorithm has three factors: 

  1. Candidate sources: Bringing in higher-ranked tweets from different recommendation sources. This ultimately pulls in 1,500 tweets, with on average about 50% being in-network and 50% out-of-network, though this may vary from user to user.

  2. Ranking the compiled tweets through a machine learning model.

  3. Applying filters and blocks the user has applied, as well as filtering out tweets the user has already seen (unless it’s an edited version) or scored negatively in some way. 

​​Ranking Factors

  • Recency — X users are looking for the most up-to-date and recently updated content, so the algorithm looks to bring in tweets that are current as opposed to something that has been popular for a while. 

  • Engagement — The more likes, comments, and reposts a tweet gets, the more valuable and relevant the platform sees it as. Each engagement activity is weighed by the algorithm, with author-engaged replies receiving a 75x boost, replies 27x boost, retweets 1x, and likes a 0.5x boost.

  • Type & Quality of Content — Tweets that have pictures, GIFs, video, or polls get a boost of 2x in the ranking system because they tend to bring in more engagement. Additionally, posts with misspellings or made-up words will get a ranking of 0.01 as they are seen as being in an unknown language. (Anything under point 1 in the algorithm is considered “bad.”)

  • Twitter Blue — Accounts with blue checkmarks (paying X subscribers) are boosted 4x in-network and 2x out-of-network and their replies moved to the top of comments.

  • Relevance — What matches your interests and the interests of other users similar to you. Hashtags, keywords, and trending topics are factors for relevancy in the algorithm. 


Key Takeaways

  • By replying, retweeting, and liking the content you want to see more of, you are training the algorithm to bring content relevant to your interests. In addition, engaging with your own tweet (e.g., replying to every reply, doing so within the first 6 hours of posting) helps boost the visibility of your tweet to more users.

  • When you engage with negative content, you are training the algorithm to bring you more of it. It is better to report, block, and/or mute accounts instead of quoting or replying so those posts will receive lower rankings. Additionally, by engaging with the content (even with screenshots), you are giving a boost to the tweet via engagement (and potentially views and engagement if other users search for the screenshotted tweet).

  • Engage with recent tweets to get more real-time updates. The algorithm prioritizes recent content, so interacting with up-to-date tweets will keep your timeline current.

  • To ensure the 50% of your timeline aligns with your interests, you can adjust your interests for your profile under your settings. 

  • Keep your Tweepcred higher than 65. This score, based on a number of factors, including quality interactions, determines if your tweets get featured or not. Getting spam reports, blocks, and mutes damages your Tweepcred.

Effective Hashtag Strategies

On X, hashtags play a crucial role in categorizing posts and enhancing discoverability. Hashtags are used by adding the hashtag symbol (#) before keywords or phrases without spaces. These hashtags are used to help categorize posts and allow users to click on the hashtags to see more content relevant to those posts. 


X also determines trends by algorithms, and while hashtags are a major factor in determining what is trending, it is also determined by keywords being used. 


In addition, trends and hashtags will be grouped together if they are related to the same topic. For example, #MegaverseSKZ and #SKZMegaverse would both be included together to trend as one trending topic. 


X recommends a maximum of two hashtags per tweet, although there is no limit to how many you can use. A 2019 study of trending topics on X found that on average, trending topics were composed of around 13 characters and two words. It also showed that it took topics about 36 minutes to reach the top 10 trending list, although 48% of all top 10 trending items reached the top 10 in under 10 minutes.

X is dedicated to avoiding what they determine as “bot behavior” or “platform manipulation.” They consider posting the same phrase over and over as a “misuse of product features,” and if they determine your account has engaged in this, they may limit your posts’ visibility, temporarily lock your account, or permanently suspend it. 


We have heard from STAYs that when they were suddenly kicked off their accounts and suspended some were is the midst of spamming tags during a trending event, which is why we are emphasizing this as a warning to please use better methods that are just as effective during trending parties to avoid this.


Effective Usage Strategies


Because X’s algorithm favors recency, it is considered one of the best platforms for time-sensitive matters such as breaking news or current votings. However, it has been observed that when using the same tags over a period of time, the algorithm can bury those tags, as it favors recency. 


As the volume of a hashtag builds up over time at the same time as other traffic, specific spikes may not be apparent, which leads to a topic not trending.  Since is one of the top 10 most visited sites in the world, it ranks higher in Google searches, so by using X effectively, STAYs may be able to help boost SEO (search engine optimization) rankings for SKZ.


It is important to consider the following factors when tweeting to have the most impact on the platform:

  • Quality — It is better to have higher-quality tweets that show actual engagement over a large quantity of copy-and-paste tweets that are most likely going to be flagged as spam or bot-like behavior. 

  • Unique — X actively will suppress what it considers “inauthentic engagements” or “coordinated activity.” It is better to write unique posts that include the keywords and include one to two hashtags so as not to get flagged as inauthentic or bot-like. One example is to write a unique tweet using hashtags within the body of the tweet instead of at the end. ALWAYS PRIORITIZE WRITING UNIQUE TWEETS, NOT COPY-PASTES.

  • Enhancing — Because the algorithm favors rich media, STAYs should quote tweets with pictures, GIFs, or polls in addition to responding to comments of posts. 

  • Engaging — To encourage more replies and discussion in comments, which the algorithm favors, ask interesting open-ended questions to receive more replies and discourse in your comments. 

  • Simplicity — Because X recommends a maximum of two hashtags, hashtags should be easy to use and write and include keywords about the event that people may use anyways in their tweets.

  • Link Usage — Avoid putting links in your main post; instead put any links in your replies. X’s algorithm ranks posts with external links lower, and linkless tweets tend to perform best. In 2022, Instagram and other social media website URLs were abruptly banned from being shared on X. The policy was reversed within 48 hours, but it does give us insight into what the intentions are for X.

  • Original content — It is important that you follow links outside of X to engage with original content. For instance, some large accounts will post content embedded in full on X instead of linking back to the original source, which lowers engagement with the original content and may prevent non-STAYs from finding out-of-network content in either platform (if applicable). 

Ideal Posting Times 

Because X’s algorithm is so focused on up-to-date information, the best time to post is when something is happening. That being said, there are definitely times of higher activity and more engagement.


Overall, the ideal times for posting are weekdays between 8 AM to 1 PM local time, with later postings on weekends when more users are awake. This will vary in different regions, and it is recommended that users do their own analyses to see at what times they receive the best engagement. 

Music Integration Options 

X itself does not offer direct music integration features like embedded Spotify playlists or albums. However, there are ways to incorporate music-related content through creative use of available features. 


Ways to promote music

  • Post a clip of the song or music video directly into tweets for viewing on X, then include a link to the original content in the reply.

  • Most streaming platforms have a share feature that allows you to share music directly to your X account. In addition, since some streaming platforms have unique share URLs, you can post those into a tweet to help boost both streaming platform shares and song visibility. Be sure to include “Stray Kids” somewhere in the tweet, since some link previews won’t include the artist name.

  • Use tags effectively. 

Specific Functionalities

Twitter Blue (X Premium)

​​X Premium is a paid subscription that offers exclusive access to app customizations and new features so you get more creative power over your content and your experience using X. 

It has 3 tiers:

  • Basic: Includes features such as editing and undoing posts, longer posts and video uploads, reply boosting, text formatting, bookmark folders, custom app icons, and more.

  • Premium: Includes all Basic features plus a blue checkmark, reduced ads, access to apply for ads revenue sharing and creator subscriptions, a larger reply prioritization, ID verification, Media Studio, and access to the AI bot Grok in limited territories.

  • Premium+: Includes all Premium features with additional benefits such as no ads in the For You and Following timelines, the largest reply prioritization, the ability to write Articles.


A thread is a series of connected posts from one account. In a thread, you can provide additional context, an update, or an extended point by connecting multiple posts together. 


Spaces is a way to have live audio conversations on X. Anyone can join, listen, and speak in a Space on X for iOS and Android. Currently, you can listen in on a Space on the web. These spaces can be useful for fandom-organizing purposes such as holding Q&As or comeback planning. 

Conversation or Intent Buttons

Conversation buttons are standard features that add a call-to-action button and customizable hashtags. They prompt people to spread your message to their followers, further expanding your reach and engagement. Oftentimes engaging in these unlocks hidden content (e.g., a “Pet the dog” button that, when the user clicks on it, changes to “You’ve pet the dog”).

Since only up to 4 different buttons can be used within a single conversational ad tweet, to ensure the algorithm doesn’t flag the tweets as spam, STAYs should add unique phrases or emojis to any unhidden content that generates.

Reporting & Blocking

Posts, direct messages, and lists that violate the X rules or terms of service may be reported. Reportable violations include problematic behavior such as abusive or harmful content, spam, impersonation, and copyright or trademark violations. 

X users are also able to block other users from accessing their profile and from seeing their posts, or mute other users as well as keywords so those users and topics are filtered out of their For You timeline. 

Blocking and reporting will be discussed further in the final week of the #EmpoweringSTAYs project.

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Algorithm Specifics

TikTok’s algorithm analyzes thousands of signals from user interactions to determine the content they most want to see. These signals include likes, comments, follows, and how long users spend on a particular video. This data determines the videos that appear on the For You Page (FYP) and their order.


Key Ranking Factors

  • Engagement: Includes likes, shares, saves, comments, and video watch time. High engagement increases the chances of a video appearing on more FYPs.

  • User Interactions: Influenced by whom users follow and engage with.

  • Video Information: Considers video creation method, caption details, and embedded information.

  • Device & Account Settings: Factors such as location, language preference, and device type (less important).


TikTok prioritizes content relevance over creator popularity, allowing new users to gain visibility if their content resonates. It uses hashtags, keywords, and search phrases for content discovery but avoids recommending graphic, unsafe, previously viewed, or "not interested" content. This is meant to ensure equal opportunities for all creators.

Effective hashtag strategies

TikTok hashtags are words or phrases preceded by a "#" sign to categorize content, making it searchable by others. They are a powerful marketing tool that increases visibility, reaches a wider audience, and enhances viral potential. 


Hashtags also improve engagement, attract new followers, and boost brand exposure. Consistent use of relevant hashtags helps build brand recognition and a loyal following on TikTok. For song purposes, posting content without appropriate hashtags will result in the song going unnoticed.


To optimize TikTok hashtags:

  • Research relevant hashtags: Investigate the best hashtags for content, focusing on those related to specific niches or themes that are actively used by the TikTok community. Check competitors for relevant hashtags.

  • Use a mix of popular and niche hashtags: Combining popular and niche hashtags broadens reach and targets specific users. Niche hashtags often have less competition, aiding in content discovery. 

  • Stay up-to-date: Monitor trends and use hashtags relevant to current events and challenges, as TikTok's hashtag popularity can change rapidly.

  • Limit the number of hashtags: Avoid using too many hashtags to prevent a spammy appearance. Stick to four to six relevant ones per post, mixing trending and niche hashtags. A 3x3x3 strategy could be:

    • 3 location-based hashtags

    • 3 content-based hashtags

    • 3 account-related hashtags

  • Measure hashtag performance: Track which hashtags drive the most engagement or views. Focus on the most effective ones to optimize the hashtag strategy over time.


Effective Usage Strategies

To promote a new song on TikTok and boost its virality as a fan account, consider the following steps:

  • Create engaging content: Develop TikTok videos showcasing song snippets, dance challenges, or fan tributes that resonate with the audience.

  • Use trending challenges: Incorporate popular TikTok challenges or relevant hashtags linked to the song or artist to boost content visibility.

  • Collaborate with influencers (or other TikTok users): Partner with TikTok influencers or fan accounts to broaden reach and increase song exposure.

  • Engage with the community: Interact with TikTok users, especially those interested in similar music or fan content, to foster a supportive community.

  • Utilize hashtags effectively: Use relevant and trending hashtags, including the artist's name and song title, to optimize content discoverability.

  • Share user-generated content: Encourage fans to create and share their content related to the song, amplifying its reach on TikTok.

  • Promote on other platforms: Cross-promote TikTok content on other social media platforms to reach a wider audience and drive traffic back to the TikTok account.


Combining these strategies and consistently delivering engaging and relevant content can significantly contribute to promoting a favorite artist's new song and increasing its chances of going viral on TikTok.


Ideal Posting Times

Determining the best time to post on TikTok varies by account and requires an understanding of the audience's time zone, location, and online activity. 


Analysis of numerous TikTok posts suggests the optimal days to post are Tuesday, Thursday, and Friday, with the best times being 6 am to 10 am and 7 pm to 11 pm.


Given the global nature of TikTok, audience time zones may vary even within a single country, posing a challenge for creators. To adapt posting times to the audience's locations, TikTok Analytics can be used to identify where followers are and their active times.

Music Integration Options

  • TikTok's Creative Center: TikTok's Creative Center offers insights, trends, and tools to help creators understand popular content and optimize their posts.

  • TikTok's Search Function: The search function on TikTok allows users to discover new content, trending hashtags, and popular creators by entering relevant keywords.

  • TikTok’s Playlists: TikTok’s playlists categorize trending videos and sounds, making it easier to find and engage with popular content.

  • Tokchart and Tokboard: Tokchart and Tokboard are external websites that track TikTok trends, chart popular videos, and provide insights into viral content.

  • CapCut Templates: CapCut is a video editing app with templates designed to enhance TikTok videos, offering creative tools and effects to improve content quality. 

  • Spotify: Spotify can be used to find trending music and playlists that are popular on TikTok, helping creators select the right audio for their videos. 

  • TikTok also announced back in 2023 the Add to Music App, a feature that allows music fans to save songs discovered on TikTok to their preferred music streaming services. This feature launched originally for users in the US and UK in partnership with major music streaming services, including Amazon Music and Spotify. It has now been extended to 175 countries around the world.


Specific Functionalities

Use these different TikTok features to help drive engagement:

  • Video recording: TikTok enables users to record videos directly within the app, either in a single shot or in segments.

  • Video editing: The platform offers various video editing tools, including trimming, cutting, merging, and looping.

  • Duet videos: Duet videos allow users to create a split-screen video with another user's content, enabling them to react, collaborate, or add their own creative twist.

  • Stitch: Stitch enables users to seamlessly transition between different scenes or perspectives within a single TikTok video, enhancing storytelling and visual appeal.

  • Stories: TikTok Stories let users post temporary content that disappears after 24 hours, similar to stories on other social media platforms.

  • TikTok sound: TikTok Sound refers to a feature wherein users can add music or audio clips to their videos, often using popular or trending sounds to enhance their content and reach a broader audience.

  • Visual effects: Visual effects provide a variety of filters, animations, and augmented reality (AR) tools that users can apply to their videos.

  • Video reply: Video reply allows users to respond to comments on their videos with a new video, creating a more interactive and dynamic way to engage with their audience.


Creator Tools & Websites

Creator Search Insights on TikTok

Creator Search Insights is designed to help users find and analyze creators based on specific criteria. This feature provides detailed insights into a creator's performance, audience demographics, and content trends, making it easier for brands and individuals to identify potential collaboration opportunities. It also serves to fill "content gaps." It suggests video topics that people have been searching for. 


How to Use

  1. Access the tool: Go to "Creator Tools" in the TikTok app and select "Creator Search Insights."

  2. Search for creators: Enter keywords or hashtags and apply filters for region, follower count, and engagement rate.

  3. Analyze profiles: Review metrics like follower count, views, engagement rates, and audience demographics.

  4. Compare performance: Compare creators to find the best fit for your goals.

  5. Make decisions: Use the insights to choose and reach out to suitable creators for collaborations.


Other Tools

TikTok Analytics

TikTok Analytics is a built-in tool that provides 7 to 28 days of activity insights on your account. It offers detailed metrics on content performance, follower demographics, average watch time, shares, and comments, helping users improve their content strategy.

TikTok Insights 

TikTok Insights is a tool provided by TikTok to offer users detailed analytics and data about trends, audience behavior, and content performance on the platform. It is designed to help creators, brands, and marketers better understand their audience and optimize their content strategy.


TikTok Creative Center

The TikTok Creative Center is highly useful, offering AI-driven suggestions, trend analytics, tutorials, and insights. These tools help improve content creation, keep up with trends, and optimize overall strategy.



CapCut is a user-friendly mobile video editing app offering a wide range of functions, including filters, audio and visual effects, and templates. For more information, see our CapCut section.



InShot is a robust video editing tool with features like trimming, cutting, blurring backgrounds, and adding music and filters. It’s suitable for creating videos across various social media platforms, though its audio library lacks royalty-free songs.



Beecut simplifies TikTok video editing with a user-friendly interface and vibrant UI/UX. It offers filters, transitions, effects, and features like frame-by-frame trimming and converting photos to videos. Beecut is available as both software and an app.



Zoomerang is ideal for beginners, featuring in-app tutorials and simple editing tools. It offers over 100 filters and effects, allowing users to create trendy TikTok videos with ease.

Hashtags for Likes

Hashtags for Likes is a hashtag research tool designed to increase reach and followers on TikTok and Instagram. It provides instant hashtag suggestions, live TikTok stats, and the ability to track and analyze profiles for better discoverability.


Official Song Research

Sped-Up Versions

Sped-up versions of songs, not produced by the artists or their labels, are not eligible for Billboard or any chart counts. While there is no official information on the inclusion of sped-up versions in the criteria for Korean music shows, it is reasonable to assume that, as unofficial versions, they are not considered.


Although not official, these songs are helping artists enter the Billboard Hot 100 because of their popularity on the platform. When users create content using these sped-up versions, it generates a surge in engagement and shares. This increased activity around the song, even if it's not the official version, contributes to its overall popularity and can lead to higher streaming numbers and chart rankings.


TikTok Billboard Top 50

The TikTok Billboard Top 50 is a weekly ranking of the most popular songs on TikTok in the United States, based on the number of creations, video views, and user engagement.


Impact of TikTok on Music Charts & Streaming

Music Discovery on TikTok:

  • TikTok users are nearly twice as likely in the US to discover music compared to average users on social or short-form video platforms.

  • In the UK, TikTok users are 92% more likely to discover music via short-form video.

  • Across key markets, TikTok users actively share music-related content, aiding both emerging and established artists in reaching new audiences.


TikTok Users and Music Streaming:

  • 62% of TikTok users in the US pay for music streaming services, higher than the average consumer rate of 43%.

  • TikTok engagement strongly correlates with off-platform streaming volumes, indicating high engagement leads to increased streaming.

Non-Digital Revenues and Value:

  • TikTok users spend significantly more across music-related categories and are more likely to support artists through live events and merchandise purchases compared to the average music listener.

  • Globally, over a third of TikTok users attend live music events and purchase merchandise, significantly higher than the average music listener.


Global Music Listening and Artist Exposure:

  • TikTok's audience has a strong preference for international music, leading to increased exposure for global artists in genres like reggaeton, afrobeats, and K-pop.

  • TikTok users prioritize access to music by global artists when selecting music streaming services, demonstrating their interest in international music.

Instagram and Facebook (META Platforms)

Tutorial links



  • Facebook

    • Facebook goes through 4 steps for content distribution based on interest:

      • Inventory: Collects posts from friends and Pages you follow.

        • Different surfaces (i.e., Feed, Video, etc.) prioritize different content (e.g., Feed mostly content shared by your connections)

      • Signals: Considers various factors like who posted, when it was posted, and viewing conditions.

      • Predictions: Estimates your likelihood to engage with the post (e.g., commenting, reading, watching)

      • Score: Assigns a relevance score based on predicted engagement and other factors.

    • EdgeRank, Facebook’s historical algorithm whose principles still influence the current algorithm, originally considered:

      • Affinity: How close you are to the content creator

      • Weight: The type of interaction (comments weighed more than likes)

      • Time decay: How recent the interaction was

  • Instagram

    • Although algorithm specifics are kept secret, some elements that help shape visibility are:

      • Interest: Predicts how much you care about a post based on your past behavior

      • Recency: Prioritizes newer posts over older ones

      • Relationship: Considers your interactions with the accounts that posted

    • Photos are mostly for followers, while Reels are mostly for followers and an external audience. 

  • Both

    • Both platforms on occasion will recommend content and accounts to other users, with a baseline standard that avoids low-quality, objectionable, or sensitive content/accounts.

  • Reels

    • Both platforms offer a video format that can include music, audio, AR effects, and other options. Depending on where the Reel was created and whether a user has added their Instagram account to their Accounts Center, options may differ. However, the following are considered relevant:

      • Engagement signals/rate (e.g., likes, comments, shares): 

        • Posts with higher engagement rates are more likely to be promoted and are signaled as quality content. 

        • Reels from frequently interacted users are more likely to appear.

      • Videos that are watched through to the end are given higher priority and considered higher quality.

      • User interactions: The algorithm considers interactions with similar content and previous engagement with the creator.

      • Original content is prioritized over reused or low-quality content.

      • The algorithm shows Reels that match the user’s interests based on past behavior.

      • Newer Reels are prioritized to keep the feed fresh and engaging.

      • The algorithm aims to show a mix of content to keep the feed diverse and interesting.


Boosting visibility

Some general strategies to improve the visibility of Reels, either on Facebook or Instagram:

  • Grab the viewer’s attention immediately. A video view only counts on Instagram after 3 seconds, so make sure to engage the viewer within at least the first 4 seconds. Either jump right into the “good stuff” or promise viewers a surprise at the end.

  • Using trending sounds can increase your chances of gaining more views and potentially new followers, since if a user interacts with a particular sound, the algorithm will add more videos to their feed with that sound. You can find up to 50 currently trending audio tracks on the audio page by tapping on a sound with a trending-up arrow next to it.

  • Relate trends back to your niche.

  • Hashtags help the algorithm understand your content and serve your video to the relevant audience. But don’t use broad and generic hashtags; use hyper-relevant ones. (See more below.)

  • Be intentional about the words you’re using in your captions and link them back to your niche.

  • Regular posting at key times can maintain visibility and momentum.

    • Key times may vary depending on your audience and region, but if you’re a creator or business account, you can use Instagram’s Insights to help adjust your posting schedule. (Go to your profile, click the hamburger menu, tap Insights, then Total followers, and scroll to the bottom of the page to see Most active times.)

    • Experiment to see which times are best suited for your content.

  • Respond to comments and actively communicate with your target audience.

  • Use keywords in your caption, script, alt text, subtitles, and on-screen text that relate to your content.

  • Try different lengths for your Reels to see what your audience prefers.

  • Share Reels to your Story to help reach a wider audience.


Effective Hashtag Strategies

A hashtag strategy involves the intentional use of hashtags to increase the visibility and engagement of content on social media platforms. Hashtags help with the promotion of Stray Kids and their content as well as to demonstrate their value to brands. For example, on Instagram, the use of one hashtag sees an engagement spike of 12.6% compared to posts with no hashtags. 



The following are some best practices for using hashtags on Facebook: 

  • Limit the number of hashtags to 2-3 to boost reach.

  • Use brand and/or content-related hashtags. When in doubt, look to fanbase accounts for recommended hashtags or use the hashtags used by Stray Kids’ accounts or those of the brands they are supporting in solo promotions.

  • The hashtag should be placed after the tweet content (e.g., emojis, phrases, tagline).

  • It is important to note that Facebook is not known for strong organic reach, so posting when your audience is online and most likely to see your content is important.



The following are some best practices for using hashtags on Instagram: 

  • Instagram allows up to 10 hashtags per Story and 30 per post/Reel, but for better engagement on posts and Stories, it is best to limit the number of hashtags to 3-5.

  • For Reels, you can use more hashtags to improve visibility. If adding additional hashtags to Reels, make sure they are authentic to the content and descriptive so that new viewers can easily find the content and engage. 

  • Reshare your posts on your Stories and make sure to include the hashtags.

  • Place the hashtags you want to increase visibility on in your profile bio. 


Ideal Posting Times

Although any post is helpful to promoting Stray Kids, when you post can impact how visible your post will be. 


Instagram initially shows your post to only 10% of your followers. Based on their reactions within the first hour, your post will either get more visibility or be less seen. Building your presence on the app is important, as well as making sure you are sharing at a time that will give you the most visibility. 


To select the best time to post, consider your audience/followers. Look at what content you have shared in the past that performed the best. Are there specific days and times that you get more interactions? If so, those may be your ideal posting times. 


If you are uncertain, here are some industry best practices based on research:

Music Integration Options

Music can greatly enhance a video, Reel, Story, or post. Options for including music in your content include: 

  • Public domain music — You can use music in the public domain for free. Although the selection may not include popular music, it is an easy and cost-effective option.

  • Facebook’s Sound Collection — This is a free library of custom music and sound effects, available to use in videos shared on Facebook and Instagram. It includes thousands of tracks across various genres such as hip-hop, pop, jazz, and country. Note that you'll need video creation software to add these tracks to your videos, and the collection is accessible only on a laptop or desktop computer.

  • Licensed music — For music not in the public domain or Sound Collection, you can secure licenses directly from rights-holders. Ensure the-rights holders add your Pages and accounts to their allow list in Rights Manager to avoid disruptions to your videos/Reels.


Important Instagram Tip 

Stories and Reels have become the predominant content consumed on Instagram. Using Stray Kids’ songs can help their music go viral. Try to incorporate their music into posts, Stories, and Reels whenever possible, especially with content outside of the K-pop niche. 


Business accounts can access limited royalty-free music from Facebook's sound library. A simple method is to switch your account from Business to Creator. This change allows you to access more music while still retaining features such as Instagram Insights.


User Engagement Tactics

Before discussing tactics, let’s review the types of engagements that are measured by Meta (Facebook and Instagram):

  • Likes are the number of times a user clicks on the “Like” (or thumbs-up icon) button on Facebook or the “heart” icon on Instagram posts, Stories, and Reels.

  • Comments are text-based engagement from a user left on posts, Stories, and Reels.

  • Clicks are how many times a user clicks on an image or link inside your post (on Facebook) or your profile links (on Instagram) or clicks links in your Stories.

  • Shares are how many times a user shares your content with their own audience.

  • Saves or bookmarking a post is another option people can use to indicate they like content and want to be able to go back to find it. 


There are many ways to engage people with your content on Facebook and Instagram:

  • Be social. Engage with users on the app. If you want people to follow you and engage with your content, it helps if you are active on the platform, respond to comments, like content, comment on others' content, share content, and add your own thoughts on it, etc.

  • Understand your audience. To get engagement, you need content that your followers and others searching for hashtags that match your content will find interesting and respond to. 

  • Consistently post. The Meta algorithms favor content from accounts that are active and content that gets reactions from followers. To achieve this, you need to have a regular, consistent presence on Instagram and/or Facebook.

  • Know when to post. When a post gets more engagement, Facebook and Instagram algorithms are more likely to increase its visibility. Posting at times when your followers are most active boosts your chances of receiving likes and comments.

  • Visual content is highly favored on Facebook, with photos and videos outperforming text posts. To improve engagement, create original, personality-driven visuals and upload videos directly to Facebook instead of sharing external links, unless resharing brand content. 

  • Use videos. Both Facebook and Instagram favor the use of Reels and video content. 

  • Monitor your social media. To truly improve engagement on your content you need to look at its insights or analytics to learn what types of content your audience engages with the most and what times are best to post to improve visibility. 


Creator Tools & Websites

There are many tools you can use to create posts, videos, Reels, and Stories for Facebook and Instagram. Here are a few helpful resources that have both free and premium options:

  • Creators for Facebook: Creators for Facebook is a platform designed to help content creators manage and grow their presence on Facebook, providing tools and resources for video creation, audience engagement, and monetization. It aims to support creators in building a community and expanding their reach on the platform.

  • Creators for Instagram: Creators for Instagram is a set of tools designed to help content creators manage their presence, engage with their audience, and analyze performance on the platform. It provides features for content scheduling, insights, and monetization to support creators in building and growing their brand.

  • CapCut: CapCut is a user-friendly video editing app developed by ByteDance, offering a range of tools for creating high-quality videos. It features basic and advanced editing options, a vast library of effects and music, and supports direct sharing to social media platforms like TikTok and Instagram.

  • Invideo: InVideo is an online video creation platform that offers a range of templates, editing tools, and features to help users create professional-quality Reels and videos quickly and easily.

  • Canva: Canva is a user-friendly graphic design platform that allows users to create a variety of visual content, including social media graphics and Reels. It offers a wide range of templates, design tools, and elements, making it accessible for both beginners and professionals.

  • Adobe Express: Express is an online graphic design and photo editing tool from Adobe that simplifies creating content. It offers easy-to-use templates, design assets, and editing features for social media posts, videos, and more. It includes several templates and tools for making Reels.


Specific Functionalities

Facebook and Instagram are both social media platforms that allow users to communicate and interact with some distinct functions and styles unique to each platform. 


Both allow a user to:

  • Post video and images

  • Share feed posts, Stories, Reels, and multiple photos at once

  • Leave comments and like someone’s post

  • Add a location

  • Tag people in your post


Facebook is ideal for longer discussions, while Instagram emphasizes visual engagement through likes, comments, and direct messages.


Facebook offers events, a marketplace, notes, places, and games, with clickable links in posts. Instagram features Stories and Reels with clickable links only in bios and Story stickers.


The following are a few key functions for each app:

  • Instagram Stories 

    • Instagram Stories are a feature that allows users to share photos and videos that disappear after 24 hours. These Stories appear in a slideshow format and can include various interactive elements such as text, stickers, polls, and music, providing a way to share moments and engage with followers in a more casual and temporary way.

    • Stories are one of the most effective tools to help you connect and engage with your audience and boost engagement on Instagram.

    • There are many tools you can use to create the perfect Story, including templates, layouts, filters, etc.

    • Stickers are interactive elements that users can add to their stories to enhance engagement and creativity. These stickers include features such as polls, quizzes, question boxes, GIFs, music, location tags, hashtags, and countdowns, allowing users to interact with their audience in various fun and dynamic ways.

    • Stickers also allow you to add links to your stories.

  • Instagram Story Highlights

Story Highlights is a feature that allows users to save their favorite Stories in collections on their profiles. These highlights remain visible indefinitely, providing a way to showcase your favorite or most important stories beyond the standard 24-hour period. Users can organize highlights into different categories and add custom cover images for a more curated and personalized look.

  • Trending Music on Instagram

    • Trending music on Instagram refers to popular songs and audio clips that are frequently used by users in their Reels and Stories. Instagram identifies trending music with an upward arrow icon next to the track. Users can browse these trending tracks and incorporate them into their content to increase engagement and reach, as the platform's algorithm tends to favor posts that use popular and trending audio.

    • Using Stray Kids’ music in your content can help the song trend on Instagram, which can lead to more content creators using the song and raising the song's visibility to the general public.

    • To use trending music:

  1. Finding Trending Music: Users can find trending music by browsing the Instagram Reels audio library or through suggestions on the Reels tab, where trending tracks are marked with an upward arrow icon. (Additionally, you can use Instagram’s search feature to find these songs. Simply tap the magnifying glass icon at the bottom of the app to open the Explore/Discover page. Then, use the search bar at the top to type in phrases like "trending audio" or more specific terms related to your video.)

  2. Adding to Reels and Stories: Once a trending song is selected, users can add it to their Reels or Stories, syncing their video content to the beat or mood of the music.

  3. Increased Engagement: Using trending music helps videos get more views and interactions, as these tracks are currently popular and align with audience preferences.


Instagram does not have exact data as to why songs are trending, but it is believed it is due to the amount of users that save, use, or interact with a certain sound. 3

  • Sharing to Other Social Networks

Through Instagram or the use of Meta Business, you can link your Facebook and Instagram accounts for easy posting of Reels and posts at the same time. In addition, you can share Instagram posts directly to Threads. Both apps offer features that allow for easy sharing of your content to other social media platforms. This cross-platform sharing helps increase reach and engagement across multiple networks.

  • Meta Business Suite

Meta Business Suite is an integrated tool offered by Meta (formerly Facebook) designed to help businesses manage their presence on Facebook, Instagram, and Messenger. It allows users to create, schedule, and publish posts, respond to messages and comments, view insights and analytics, and manage advertising campaigns across these platforms from a single dashboard.

  • Facebook Groups

Facebook Groups are online communities within Facebook where users can connect, share content, and engage in discussions around shared interests or topics. Anyone can create a group. These groups can be public, private, or secret, each offering different levels of privacy and accessibility.

  • Public Groups: Anyone can find and see the group's content and members.

  • Private Groups: Only members can see the content, but anyone can find the group.

  • Secret Groups: Only members can find and see the group and its content.

Facebook Groups offer features like posting updates, sharing files, creating events, and conducting polls to foster engagement and collaboration among members. They can be a perfect way for a group to come together and share a common interest like Stray Kids.



For a more in-depth look into YouTube, see our YouTube section.

YouTube Shorts


  • YouTube Shorts is a video option that lets creators post short-form videos, similar to TikTok or Instagram Reels. 

    • Videos vs shorts

      • Shorts have a vertical orientation and are less than 60 seconds. Videos do not have these limitations.

      • In addition to appearing on the YouTube homepage and in search results, Shorts have their own Tab where algorithm-chosen videos are provided to the user, who must swipe through to navigate.

  • Shorts can be monetized by creators who are already in the YouTube Partner Program. New Shorts creators are able to join the program once they reach 1,000 subscribers and 10 million shorts views in the previous 90 days.



  • Note that the Remix option will only appear on certain videos. In Stray Kids’ case, an official artist channel (such as JYP or Stray Kids’ YouTube channels) must register the copyrighted audio in the content ID system with a unique ID and allow the content to be used in Remixes. Otherwise, the Remix option won’t appear on the video. 

  • The remix tool allows creators to:

    • Remix already posted content, including copyrighted works with the owner’s permission.

    • Remix other remixes or Shorts from other users. 

    • Remix audio and video content that is available in YouTube’s audio and music video library. 

    • Participate in collabs with other creators.

  • YouTube has 4 remixing tools available:

    • Collab: Allows creators to show the original video alongside their video.

    • Green Screen: Gives creators the option to have the original video playing in the background. This is a popular option for reactions.

    • Cut: Creators can cut a clip up to 5 seconds long from the original video to put in theirs.

    • Sound: Provides an audio-only remix option.



Music Integration

Impact for artists:

  • In 2024, YouTube reported that Shorts averaged over 70 billion views per day by over 2 billion logged-in artists every month.

  • On average, artists who posted Shorts tripled their reach to unique viewers. 

  • Shorts contributed to a 60% increase in new channel subscribers for musical artists.


  • Shorts creators have access to a large library of copyrighted music in the Shorts audio library thanks to YouTube’s unique relationship with artists and record labels.

  • When songs are used outside of the Shorts audio library, they are at risk of receiving copyright removal requests. This can be prevented by manually claiming the copyrighted song when posting.  


How artists and fans can use Shorts:

  • Shorts are excellent for artistic exposure outside of a fandom because they can be recommended to users without a search or click. 

    • This is particularly true for artists who post content clips that can be interesting and relatable to non-fans, such as clips from SKZ-TALKER and Stray Kids’ members vlogs. 

  • Other popular forms of content can include dance challenges, fancams, and reality/variety content.

  • Fans can contribute by using their “fan glasses” to create Shorts of their favorite moments, like a funny interaction between group members or a favorite performance moment. 

  • Incorporating Remixes has the added bonus of directing new viewers to the artist’s actual content, where they can watch more clips, explore MVs or other long-form videos, and subscribe to the artist’s channel.

    • Remixes linking to the artist’s content can improve their performance on various charts and music programs.

    • Currently, Mnet includes short-form videos in its social media score for M Countdown.


YouTube’s Algorithm & Trending Tips


  • YouTube doesn’t share much about its algorithm for Shorts or what factors influence viewership. Here is what has been shared so far:

    • YouTube’s algorithm is catered towards “watching intent.” This can be influenced by how the video is watched, how it is found, and the time a user spends on it.

    • Despite what most people believe, engagement is not the most important component to success. In addition to being high-quality, the Short has to be easy to discover.

      • Hashtags should be connected to real events and topics relevant to the video. While not necessary, they may provide some direction for the algorithm to find interested viewers.

    • Thumbnails are not as important because most Shorts are found through swiping.

    • Deleting and reuploading the same video to increase viewership numbers may lead to being flagged as spam.


Other findings from a consultant’s private testing:

  • Being able to hook the viewer early or having an intro is important according to viewed/swiped data. Videos that retained 70% of views did well in the feed.

  • The most popular videos were 50-60 seconds in length.

Other tips:

  • Titles, tags, and descriptions should include keywords that will help find the targeted viewers .

  • Crosspost your Short to other platforms and engage with other creators as well as your audience.

  • Edit the video so it loops seamlessly. This kind of edit is satisfying when well done and can result in repeated plays.

  • Keep an eye on viral hashtags, sounds, music, and videos that you can use.

  • Hashtags:

    • Limt to 3-5 per video

    • Utilize YouTube’s hashtag suggestions when relevant. These will autopopulate when you start tagging.

    • Follow YouTube’s hashtag policy:

      • No spaces

      • Do not use over 60 tags

      • No misleading content

      • No harassment

      • No hate speech

      • No sexual content

      • No vulgar language

      • No repetitive sentences or ordinary descriptive non-hashtags in the description.


Tutorials & Creator Tools



Creator tools:

  • YouTube Create

    • Captions

    • Filters and effects

    • Audio cleanup

    • Music and sound effects

  • Short Creator Resources

    • Collab/remix

    • Effects and stickers

    • Live stream

    • Creation suggestions

    • Curated playlists

    • Video recomposition


Sources for Part 4

Since we had to recreate the presentation in a format that differs from the previous format as quickly as we could, we still need to go back through and include all citations in their respective places, which will a take considerable amount of time to properly format 152 citations and sources just for Part 4. For now we are including our copy of our Reference Card Sheet so that STAYs can at least look to see what sources were used for each section until we can go back and add all links individually.

We hope offering this for now as a resource while our team continues to move forward with other sections so that we can stay on schedule is sufficient until we can go back through one by one and link sources directly on the presentation. We appreciate your time and understanding as we do our best to provide STAYs with the information and resources they need.

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