TikTok in Music Marketing: Selena Gomez’s Viral Campaign for ‘I Said I Love You First’

Selena Gomez’s album, I Said I Love You First, was released to much anticipation, and while Gomez’s popularity alone could have ensured a successful launch, it was the power of TikTok that truly amplified the moment.

Her partnership with Benny Blanco on their collaborative album wasn’t just a musical endeavor—it was a masterclass in music marketing in the age of short-form video. By tapping into TikTok’s viral ecosystem, Gomez' team used TikTok’s features strategically to engage fans, create buzz, and, ultimately, drive downloads.

Rather than relying on traditional promotional tools or waiting for the algorithm to do its work, Gomez and Blanco designed a creator-driven, interactive campaign that gave fans not only the chance to listen but the opportunity to engage and participate.

Here’s a breakdown of how they successfully leveraged TikTok’s power to turn an album release into a viral cultural event.

The Goal: Engaging Gen Z and Driving Downloads

Selena Gomez’s TikTok strategy aimed to do much more than generate awareness. The objective was clear: engage Gen Z audiences, specifically between the ages of 18–24, and convert that engagement into real downloads.

As TikTok’s influence in music marketing grows, leveraging the platform’s organic virality has become a must for any major album release. Gomez didn’t just want fans to stream her album; she wanted them to become part of the conversation, interact with her music in new ways, and ultimately drive album downloads.

TikTok’s culture of user-generated content was the perfect fit for this goal. The campaign wasn’t simply about showcasing her new tracks—it was about making the fans feel involved, letting them create their own moments around the music, and amplifying the album’s cultural presence.

The Strategy: Tapping into TikTok’s Creative Features

The key to success lay in Selena Gomez and Benny Blanco’s use of TikTok’s native features, which made the campaign feel authentic to the platform. Instead of sticking to traditional promotional strategies, the pair relied on TikTok's interactive elements to encourage fan participation and give their followers an opportunity to engage in fun and creative ways.

• Fan Spotlight and Interactive Challenges: By leveraging TikTok's Fan Spotlight feature, Selena invited fans to use the hashtag #ISaidILoveYouFirst and post their own creative interpretations of the music. Fan content became part of the narrative, with those creating the best interpretations earning spots in the Fan Spotlight, reaching a broader audience.

@cost_n_mayor on repeat rn @Selena Gomez ♬ Bluest Flame - Selena Gomez & benny blanco

• Exclusive Content and Gamification: To further build excitement, the campaign included exclusive content—fans could unlock sneak peeks, such as unreleased songs and music videos, through participation in challenges. This interactive approach not only fueled the anticipation for the album but also tied into TikTok’s increasing focus on social commerce. Fans who participated could also earn album-themed profile frames and even get access to official merch through TikTok Shop, adding a layer of exclusive rewards to the campaign.

• Leveraging Trends for Viral Reach: Selena and Benny Blanco’s TikTok account didn’t shy away from hijacking trending formats and using platform-native content to reach users organically. From makeup transformation videos to musical play-along clips, they leaned into the lo-fi aesthetic that resonates with TikTok’s user base. Each video felt native to the platform rather than like a polished advertisement, which helped it blend seamlessly into users' feeds and boosted engagement.

Execution: Building Hype, Desire, and Discoverability

The campaign unfolded in three phases, each designed to build momentum toward the ultimate album release:

Phase 1 – Building Hype

This phase was about creating a buzz and grabbing attention. The album announcement video featured a bold, creative approach that combined personal moments with playful, offbeat content. With 24.4 million views and 3 million likes, the announcement set the stage for what would follow.

@selenagomez I Said I Love You First is out now 🖤 Our love is now yours. P.S. Younger And Hotter Than Me music video out now too. #ISaidILoveYouFirst #YoungerAndHotterThanMe ♬ Younger And Hotter Than Me - Selena Gomez & benny blanco

Phase 2 – Creating Desire

The second phase leaned into the power of TikTok trends, showing Selena and Benny in fun, relatable scenarios—such as a clip where Benny did Selena’s makeup while playing the track “Call Me When You Break Up”. The video also featured a side collaboration with Rare Beauty. This video generated 52.9 million views and 5.2 million likes, capturing the fun and quirky nature of TikTok content.

@selenagomez Letting my fiancé do my makeup using @Rare Beauty ♥️ @benny blanco ♬ Call Me When You Break Up - Selena Gomez & benny blanco & Gracie Abrams

Phase 3 – Driving Discoverability

As the album neared release, engagement continued to grow, with 31.6 million views on a video of Selena singing along to the track “Call Me When You Break Up.” The music video for "Sunset Blvd" also drove excitement, with 3.4 million views in under a week, further demonstrating how TikTok could keep the campaign’s momentum going right up to the album's release.

@vevo Just a little bedroom music sesh with @Selena Gomez and @benny blanco #VevoExtendedPlay #ISaidILoveYouFirst #SunsetBlvd ♬ original sound - Vevo

The Numbers – A Viral Success

The TikTok campaign for I Said I Love You First has achieved remarkable success, creating a viral sensation that not only generated massive views but also engaged Selena Gomez's fans in a meaningful way:

• 24.4 million views and 3 million likes on the album announcement video
• 52.9 million views and 5.2 million likes on a fun clip where Benny Blanco does Selena's makeup while playing "Call Me When You Break Up"
• 31.6 million views and 4 million likes on a video of Selena singing along to the track "Call Me When You Break Up"
• 3.4 million views and 300K likes on a post promoting the "Sunset Blvd" music video in less than a week

These impressive metrics reflect the success of TikTok’s role in amplifying Selena’s album launch and driving fan engagement. While Selena Gomez's star power certainly played a role, it was the platform fluency, creator engagement, and interactive strategy that allowed the campaign to go viral.

Why This Campaign Worked

Selena Gomez’s TikTok strategy worked because it embraced TikTok's unique culture rather than attempting to force a traditional marketing approach onto the platform. By leaning into TikTok's native features—such as Fan Spotlight, interactive challenges, and user-generated content—Gomez and Blanco created an authentic, organic campaign that resonated deeply with their Gen Z audience.

TikTok users don’t want to see polished ads; they want content that feels real and authentic, and this campaign delivered just that.

By building a narrative where fans could directly participate and contribute to the campaign, Selena Gomez didn’t just promote an album—she made her audience feel like active contributors to its success.

The use of TikTok trends, creator engagement, and platform-native content ensured the campaign felt organic and natural to users, boosting the overall engagement and visibility of the album.

How Selena Gomez's TikTok Strategy Redefined Music Marketing

Selena Gomez’s TikTok campaign for I Said I Love You First shows just how powerful the platform can be when used strategically. With creator-led content, engagement-driven campaigns, and exclusive fan experiences, the album’s release not only amplified her reach but also set a new benchmark for music marketing in the social media age.

TikTok isn’t just a place to promote—it’s a place to build communities, spark trends, and drive real sales.

For marketers, artists, and brands looking to engage Gen Z, Gomez’s TikTok strategy is a case study in how to use social media to create cultural moments and connect with the audience in ways that drive results.

About the Author

Kalin Anastasov

Writer

Kalin Anastasov plays a pivotal role as an content manager and editor at Influencer Marketing Hub. He expertly applies his SEO and content writing experience to enhance each piece, ensuring it aligns with our guidelines and delivers unmatched quality to our readers.