Volume 1: Evolution of Sound
TikTok has completely remixed the world of sound, putting creativity back into the hands of creators and brands.
"When I first jumped on TikTok, I was seeing so many artists go viral," says musician-turned-creator @darendarendaren, who currently has over 400k followers on TikTok. "It was really cool to see a platform for people that didn't have one. Overnight they had an audience and their music was being heard."
TikTok has completely remixed the world of sound, putting creativity back into the hands of creators and brands—and 9 in 10 users agree that sound is vital to the TikTok experience. From re-imagining jingles into sonic identities, to engineering songs just for TikTok virality, artists and brands are exploring new tracks here to break through the noise.
"I love the fact that TikTok has given opportunity to people, artists, creatives—just a chance to be heard and seen," @darendarendaren adds. "For brands, too. We all saw the Ocean Spray thing with the Fleetwood Mac song. It's wild that any random moment—or any planned moment— could be seen by millions, and I love that."
So what makes this platform such a unique place to be heard? And how can your brand voice cut through the noise? Let's sound it out!
Sound is powerful on TikTok because it's paired with visuals.
Sound and visuals alone have meaning—but pairing them helps to create cultural moments on a global scale. TikTok delivers a sound-on entertainment experience, where both content and advertising are full-sound, full-screen, and full-focus. But we're no one-hit-wonder: music and sound are at the core of entertainment and interaction on TikTok.
Echoing this winning combination, Bryan Cosgrove, Director of Commercial Music & Creative Licensing at TikTok, explains that the platform has become the preferred channel for marketing new music releases. "It's the top of every label's strategy for getting their artists out there," he says. "And what's driving these campaigns is not high touch from anyone at the organization, but the community. We've really let the community power that discovery and power that engagement."
"I look at the Billboard charts, and there's TikTok artists on there," says@darendarendaren." No other platform has ever done that. I think TikTok is amazing in that regard."
This phenomenon rings true for brands, too: TikTok is the place to be heard.
50% of users say that music makes TikTok content more uplifting, energizing and engaging.¹
120% awareness lift for brands that use TikTok's music-driven, sound-on ad solutions.¹
88% of TikTok users say sound is vital to the TikTok experience.²
Sound can really turn up the recall volume
A study last year found that brand linkage and recall increase by over 8x when distinctive brand sounds are leveraged in ads, compared to other elements like slogans and logos.³
The power of sound for brands
THEN: Jingle
The Wheaties jingle was the first ever to be broadcast on US radio. It was originally intended for use in only Mineappolis, but was eventually expanded to the whole nation thanks to its popularity. The jingle drove high brand recall and established Wheaties as a nationwide household name.
NOW: Sonic Identity
Earlier this year, Singapore Airlines unveiled its new audio brand. Working with sonic branding agency DLMDD, composers Dominic Murcott and Rohan De Livera delivered the 30 minute audio suite that makes up the new sonic identity of Singapore Airlines. The Sound of Singapore Airlines suite features boarding, landing and lounge music, designed to accompany passengers at each stage of their journey.
NEXT: Trending TikTok Sound
When promoting their food on TikTok, Chipotle understands the assignment. Knowing that a sound could add new dimensions, they took a video clip of food to a new level by overlaying the sound of someone screaming with enthusiasm. Suddenly a simple close-up of food became energized, offbeat, hilarious, and a whole lot more appealing.
Using sound to tell your story
A sound identity is as important as a visual identity for brands, according to Cedric Engels, CEO of sound production agency Sonhouse and author of The Power of Sound. He poses the question, "Dear brands: Are you aware that you're communicating through sound?"
Engels adds that TikTok is the ideal channel for that storytelling to happen: "For me, TikTok is the next platform in line. First it was radio, and then television, and then you have concerts, but for me TikTok is really the place where I want to discover new music, and to discover new trends."
Consider the following questions as you build your brand strategy. Starting with a sound foundation will help you create strong ads that get heard. And remember, as we saw above, brand recall can increase up to 8x with a sound identifier. How does that sound?
1. What are the sounds of your brand?
2. Is your brand leveraging sound strategically?
3. How can your brand leverage sound on TikTok?
Different types of sounds play different beats for brand storytelling on TikTok
Trends are how sound travels on TikTok. Some start as a simple voiceover, while others take shape in a snazzy recording studio.
🔈 Tip: Check out the Discover page to see what is currently trending.
Music sets up the mood and the rhythm. You can create entirely new sounds, amplify branded sounds, or license trending sounds. The possibilities are endless.
🔈 Tip: Explore royalty-free soundtracks for your branded content in our Audio Library. From your Business Account in the TikTok app, you'll automatically be able to use all tracks in our pre-cleared Commercial Audio Library—no fees or approvals required.
Narration allows users to follow the happenings of a video or add in relevant voiceover.
🔈 Tip: after filming your footage in the TikTok app, you can add narration by selecting the 'Voiceover' option from the top right menu.
🔈 Tip: Add captions—a staple in TikTok content—so that your video can be understood even by those who aren't able to hear it.
Sounds parallel or amplify the actions in a video. when you post a video with original audio, users will be able to use that same audio for their own video creations.
🔈 Tip: Think about how sounds or accompanying actions in your videos could entice people to join in and post their own versions. A sound that goes viral can get your brand in front of a much broader audience.
Sound good?
This is Volume 1 in a series on the Evolution of Sound. Read the other volumes here:
👉 To learn more about leveraging sound in TikTok marketing for your brand, contact your local sales rep.
1. US Marketing Science Cross-Platform Sound Research, conducted by Kantar, Jan 2021
2. Marketing Science US Authenticity Study conducted by Nielsen, July 2020
3. The Power of You: Why distinctive brand assets are a driving force of creative effectiveness 2020. Ipsos Views