MARKETING

TikTok shares new insights into the importance of sound in brand marketing


Unlike other video platforms, which traditionally emphasize creating a ‘mute’ environment to maximize your viewing capabilities, TikTok has repeatedly noted that sound is key to the user experience and that marketing professionals should consider sound as an equally important element. as well as the visuals in their clips – if not more so in some respects.

Highlighting this, TikTok has launched a new series of insights that will explore the importance of sound in clips and provide more context on how and why brands should consider sound as a key part of their overall branding.

You can read the first post in TikTok’s ‘Evolution of Sound’ series here, but in this post we will look at some of the key notes.

First of all, TikTok repeats it 9 out of 10 users view sounds like a key to the TikTok experience. Specifically for brands, TikTok says his research has shown connectivity and brand withdrawal increase by over 8x when recognizable brand sounds are used in advertisements, compared to other elements such as slogans and logos.

This is an extremely important statistic, which clearly emphasizes why brands need to consider their audio elements, in order to maximize brand awareness and resonance.

TikTok keeps repeating this, with internal data showing that sound can increase brand engagement, while music also plays a key role in user response.

TikTok audio data

Again, if you have aligned your video creation processes with other platforms, such as Facebook, which in the past has explicitly recommended that brands create for sound off environments, your approach to TikTok must be different, as sound is a key element that can significantly increase user response to your content.

Indeed, your approach to TikTok should be completely different and in line with the trends of organic content in the application. If you want to win at TikTok, the best way to build a platform is to immerse yourself in the content that is published on the platform, so you can feel how people are particularly engaged in the application and how the brand’s messages will respond.

With this in mind, TikTok asks three key questions to marketers in mapping their audio inclusion strategy:

  1. What are the sounds of your brand?
  2. Does your brand strategically use sound?
  3. How can your brand take advantage of sound on TikTok?

Again, on TikTok, sound should be considered as important an element of branding as your visual display, and TikTok describes several ways you can explore and develop your approach to audio branding.

  • Trends how sound travels on TikTok. Some begin as an ordinary voice, while others take shape in a posh recording studio. See the Discover page to see what’s currently in trend.
  • Music sets the mood and rhythm. You can create brand new sounds, amplify branded sounds or license trendy sounds. The possibilities are endless.
  • Narration allows users to follow video events or add relevant voice. After recording your recording in the TickTock app, you can add a narration by selecting the ‘Voiceover’ option in the top right menu.
  • Add captions – a basic part of TikTok content – so your video can be understood even by those who can’t hear it.
  • Sounds compare or amplify actions in the video. When you publish a video with the original sound, users will be able to use the same sound for their own video creations.
    Think about how the sounds or accompanying actions in your videos could encourage people to join and post their own versions. Sound that goes viral can bring your brand to a much wider audience.

Some key considerations for your approach to TikTok branding and given that more brands are ready to add TikTok to their digital marketing mix in 2022, with the app on track to reach 1.5 billion users, it is important that if you want to stand out among the users of TikTok, that audio is an element of the top mind.

You can read the first post in TikTok’s ‘Evolution of Sound’ series here.



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Naveen Kumar

Friendly communicator. Music maven. Explorer. Pop culture trailblazer. Social media practitioner.

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