TikTok is a sound-based environment, a move for many marketers accustomed to building for soundless situations, to maximize messaging to a wider circle of people.
But according to TikTok, 88% of users feel that sound is essential to the in-app experience, while 73% are more likely to stop and look at audio ads, making it a key consideration for branded content campaigns.
And now, TikTok wants to help brands focus on the audio experience, through expanding its marketing affiliate program, to facilitate customized music and the effects that accompany promotions.
As TikTok explained:
“We present six certified Sound partners who can help brands build sound strategies for TikTok. With our Commercial Music Library — a collection of over 150,000 pre-cleaned, free songs coming from new artists and top music houses — we are excited to connect brands with trusted partners who can help them exploit the unique potential of TikTok’s extensive sound environment. ”
New partners in TikTok’s sound will offer solutions within two sub-specialties – ‘Custom Sound’ and ‘Subscription Sound’.
Custom Audio Partners, including KARM, MassiveMusic and The Elements, will be able to create custom tracks aimed at fostering community engagement, with experience building sound for the hashtag platform Challenges and video campaigns.
Sound subscriber partners, meanwhile, will offer a ‘flexible music offering’ through monthly, annual or project-based licensing plans. Partners in this category are Epidemic Sound, SongTradr and UnitedMasters.
TikTok says many brands have achieved strong results from sound-aligned campaigns, including online retailer ASOS, which has launched its own brand trend with its #AySauceChallenge.
“Globally, the Branded Hashtag Challenge Plus recorded over 1.2 billion video views in just six days, with 488,000 videos created and 167,000 users participating. ASOS also commissioned a brand increase study for the campaign that found it had achieved a 25% increase in brand awareness.”
The creative, collaborative nature of the platform is perfectly aligned with this type of approach, inviting the TikTok community to participate in the promotion, as opposed to disruptive campaigns.
But then again, that comes with some risk. If you ended up using the wrong sound, in an attempt to create your own trend, you could fall for the ‘How are you, kids with territory’ info, which could see your brand in responses, both in the app and beyond.
This could be a reason to rely more on these official partner brands, using their expertise in the platform to avoid wrong steps, while aligning with key trends.
Here you can find out more about TikTok’s marketing partner program.
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