Post Malone’s recent collaboration with Morgan Wallen, “I Had Some Help,” is generating significant engagement on TikTok, inspiring over 140,000 creator videos since its release. 

The platform reports that a clip of the two artists performing the track live has amassed over 41 million views and 4.7 million likes, signaling strong user interest in Post Malone’s country music pivot.

This surge in engagement coincides with TikTok’s launch of the #F1TRILLION in-app experience, designed to promote Post Malone’s debut country album, “F-1 Trillion.”

The two-week feature offers users exclusive content and interactive challenges.

Post Malone has a strong platform presence, with 17.4 million followers and 167 million likes across his content. 

In May, a teaser for his upcoming single “Pour Me a Drink,” featuring Blake Shelton, quickly accumulated 28.3 million views and 2.4 million likes.

The #F1TRILLION experience includes five interactive tasks for users to complete. Those who finish all tasks gain access to exclusive, previously unreleased photos. U.S.-based participants who complete the challenges can enter a contest to win two tickets to the upcoming F-1 Trillion tour.

TikTok is also encouraging user-generated content (UGC) related to the album. Fans can tag their videos featuring Post Malone’s new music with the #F1TRILLION hashtag for a chance to be featured in an official Fan Spotlight carousel.

TikTok’s Foray Into Music Promotion

The Post Malone campaign represents TikTok’s growing music discovery and promotion strategy

TikTok also launched an in-app experience for Taylor Swift’s The Tortured Poets Department in April.

In May, Universal Music Group (UMG) and TikTok announced a new licensing agreement, ending their months-long dispute that led to the removal of UMG’s entire catalog from the short-form video platform.

The platform’s “Off the Record” series gives fans an inside look at the creative process behind the latest albums from some of the biggest names in music, such as Charli XCX, Meghan Trainor, Bleachers, Shakira, Camila Cabello, and Peso Pluma.

TikTok’s Fan Spotlight feature lets artists showcase their favorite fan videos on their music tab. Superstar Billie Eilish premiered Fan Spotlight as part of her #HITMEHARDANDSOFT takeover on TikTok to promote her latest album.