6 Feb 2020 — 3 min read | Posted in Tiktok Trends | Posted by Thibault Le Ouay

Yummy's analytics on Tiktok - Bieber's song is not viral - Updated 2/6/2020

Yummy's analytics on Tiktok - Bieber's song is not viral - Updated 2/6/2020

You might have read on The Verge how Justin Bieber is desperate about trying to make his latest song Yummy viral on Tiktok. Thanks to Pentos' platform, we have been able to monitor this for you.

A bit of Tiktok Yummy history

Justin Bieber posted the original video on his Tiktok account on the third of January 2020, when he joined the social network. Since then, he has published ten videos using Yummy. At the time of this writing, none of these videos got an excellent viral score. The most successful one is his first video with a C score, which is not the worst score of the evaluator but definitively not the score of a viral song.

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The growth of Yummy on Tiktok as seen on Pentos

With a little “help” from Tiktok

With Pentos, we can track the content promoted by Tiktok on their website in different regions. With this feature, the first time we saw Yummy in our TikTok trending dashboard was the eleventh of January in Germany.

Yummy Tiktok

Since then, Tiktok has pushed Yummy in all the regions we monitor e.g., US, UK, France, Germany, and Netherland. And it’s still actively promoted in Europe.

Region First seen Last seen
Germany 01/11/2020 02/04/2020
Netherland 01/12/2020 02/04/2020
France 01/19/2020 02/04/2020
UK 01/20/2020 01/29/2020
US 01/20/2020 01/29/2020

But, Tiktok promoted Yummy differently in the regions we monitor. It seems that Justin Bieber needs more help to pleased German people than French.

Number of time Yummy has been pushed

Yummy growth on Tiktok

The figure below is the total number of posts per day. And from what we see, the growth is linear, with an average 90.000 videos posted daily. The numbers are decent. But there’s no viral effect like we were able to see with Lalala - İlkan Gunuc Remix in early January.

Yummy evolution on Tiktok

Even if the singer asked his fans to make Yummy viral on Tiktok, he forgot one crucial thing: Tiktok is made by tiktokers and for tiktokers. It is not possible to force anything to go viral. Even the platform itself can’t force a song to be viral. Gen Z of Tiktok wants to see authenticity, they want real things and real emotions. They don’t want to be forced to do something. It has to be natural and organic. Justin Bieber wrote the Yummy song for his wife, which is the spirit of a Tiktok success, but he lost the “thing” posting videos with no relation with the lyrics and with his beloved wife.

But the community is also very kind and benevolent, so Justin Bieber can give it another shot with a new song ?

The Yummy challenge (updated 2/6/2020)

With Pentos, we were able to see Justin Bieber even launched a TikTok Challenge, hoping for more reach. At the moment of writing this, there are a little bit more than 173k videos posted using this hashtag. According to Adage a sponsored hashtag is worth 150k$. Justin Bieber is trying hard to make it viral!

We will keep updating this article with the numbers from the Yummy Challenge.

Check Jayde Vincent's advices how to go viral on Tiktok

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