TikTok continues to set records and take the world by storm. Having been able to distinguish itself even among the older and larger competition, the platform now presents new opportunities for online advertisers and digital marketers to formulate new approaches with regards to maximizing business through the use of social media. TikTok is predominantly a ‘sound on’ environment, as opposed to the traditional ‘sound off’ model most marketers have grown accustomed to. Would it be possible for them to transition to such a platform?
TikTok answers in a short reply by stating that around 88% of its users deem sound as being essential towards achieving optimized in-app experience. 73% are more likely to pause and watch ads with audio, pointing to the fact that sound is indeed a key element for brand content campaigns.
Now, with the help of its Marketing Partner Program, it looks to aid brands to lean into the audio experience. Through this partnership, TikTok will aim to educate brands by incorporating custom music and effects in their promotions.
TikTok explains:
“We’re introducing six certified Sound Partners who can help brands build sound-on strategies for TikTok. In addition to our Commercial Music Library – a pool of over 150,000 pre-cleared, royalty-free tracks sourced from emerging artists and top-tier music houses – we’re excited to connect brands with trusted partners who can help them leverage the unique potential of TikTok’s sound-on environment at scale.”
What’s That Sound?
TikTok’s new sound partners will offer audio options under two sub-specialties: ‘custom sound’ and ‘subscription sound’. Among the new partners are KARM, MassiveMusic, and The Elements. These new partners will be able to tailor custom-fit tracks that are designed to spark community engagement or for better alignment with hashtags, challenges, and video campaigns.
Meanwhile, new subscription sound partners introduce “flexible music offerings” via timed licensing plans. New subscription partners include Epidemic Sound, SongRadar, UnitedMasters.
Attributing to the attractional power of audio campaigns, TikTok sites this example from fashion brand ASOS’ #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 taking part. ASOS also commissioned a Brand Lift Study for the campaign which found that it achieved a 25% increase in aided brand awareness.”
The Wrap
TikTok has managed to stand out from other platforms due to its uncanny ability to either pick up and re-hype existing trends or introduce completely new ones by virtue of virality. Most, if not all, TikToks are ‘sound on’, pointing out that while it may be relatively new, both in eCommerce and as a social network, it does introduce a new form of dynamic storytelling for individuals and brands alike. TikTok’s “Remix Culture” and innate disposition to encourage partnerships and collaborations make it a potentially revolutionary marketing platform, to an extent at least.
Betting heavily on audio is not without its risks, however. It’s all well and good if you manage to get the right auditory composition, but it can also lead to all sorts of ugly if you get it wrong. The last thing you’d want is for your campaign to be mentioned in a /r discussion thread.
Nonetheless, if it’s engagement and partnership you’re after, then TikTok is a very strong candidate for your business right now.
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