Marketing
Wednesday June 9, 2021 By David Quintanilla
TikTok Shares New Insights into the Importance of Sound for Marketing Promotions on the Platform


Music is a key a part of the TikTok expertise, with most of the platform’s viral traits coming in response to songs and audio clips, which customers then remix, re-purpose and reimagine in their very own inventive methods.

And in response to TikTok’s latest research report, audio can be a key element of name promotions, with TikTok customers being extra receptive to sound parts inside advertisements than they’re on different platforms.

As defined by TikTok

“We knew that the basic nature of audio on TikTok was serving to to drive our record-high engagement charges. However we needed to grasp why. So we partnered with Kantar to be taught extra in regards to the affect of sound on digital promoting.”

Among the many key findings, the analysis reveals that:

  • 88% of TikTok customers mentioned that sound is crucial to the TikTok expertise
  • 73% of respondents mentioned they’d “cease and look” at advertisements on TikTok with audio, a considerably larger consequence than some other platform
  • TikTok is the one platform the place advertisements with audio generate vital lifts in each buy intent and model favorability
TikTok sound on study

Previously, finest apply recommendation has usually highlighted the significance of together with captions and different sound-off instruments in your video clips, with the intention to maximize attraction amongst customers in numerous environments. However on TikTok, that is much less of a priority, with the alternative usually being true.

Which is a key aspect to notice – in reality, in response to the examine folks expertise sound on TikTok as “enjoyable” at a 66% larger price than they do on different platforms.

As per TikTok:

“[Sound is] the anti-scroll, and it helps your messages not solely be heard however be felt by your audiences.”

As a way to capitalize on this, TikTok advises that manufacturers ought to look to:

  • License widespread audio – Model utilization of sounds is restricted within the app, however manufacturers are capable of arrange their very own licensing offers for music clips, which may very well be useful should you’re seeking to faucet into traits
  • Amplify branded sounds – Manufacturers may flip their owned audio right into a promotional instrument within the app, which may even gas a brand new development
  • Create new sounds – Manufacturers can moreover look to create authentic sounds for his or her promotions to be used of their TikTok campaigns

TikTok additionally notes that manufacturers can use its free Commercial Music Library, which gives entry to “a whole bunch of 1000’s of items of licensed music and sounds to make use of on TikTok”. 

There are some good factors right here, and a few attention-grabbing stats – and whereas, once more, music utilization is proscribed for manufacturers, it is clearly value contemplating your audio parts in your promotions within the app.

You’ll be able to take a look at TikTok’s full ‘Energy of Sound’ report here.



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