Most video platforms have traditionally emphasized creating for ‘sound off’ environments, stating that such an approach is the way to maximize viewing opportunities. TikTok isn’t like most video platforms. In fact, TikTok seems to like proving norms wrong, repeatedly noting that sound is crucial to user experience and that marketers should consider audio as an equally important element as visuals in their clips. In fact, certain scenarios even place audio above visuals, with sound being able to elicit a stronger emotional response from viewers.
With this in mind, TikTok has released a new series of insights that explore the importance of audio within clips, providing more context as to how and why brands should consider sound as a key element in their branding. The new series is aptly named ‘Evolution of Sound’.
Audio-On
Right off the bat, TikTok states that 9 out of 10 users view sound as a vital piece of the TikTok experience. Specifically for brands, TikTok’s personal research shows that brand linkage and recall increase by as much as over 8x when distinctive brand sounds are utilized in ads, even more so than logos and slogans. That’s a pretty big stat to keep in mind, suggesting that a witty ‘tune’ is way more memorable than a witty line.
Furthermore, using its internal data, TikTok reiterates that while sound can boost brand engagement, music fares even better in terms of individual user response. This simply means that if you’ve been utilizing the standard video creation processes that have stood for years, those that have prioritized creating for sound-off environments, like Facebook, then you need to differentiate your approach on TikTok. I mean, just imagine – how engaging do you think a soundless clip about loving music would be?
If you want to effectively brand yourself on TikTok, then your approach has to be entirely different. Your branding strategy should be aligned with the platform’s highly organic content trends. If you want to win on TikTok, then you have to immerse yourself in the content on the app. With this in mind, TikTok has these three questions for marketers:
- What are the sounds of your brand?
- Is your brand leveraging sound strategically?
- How can your brand leverage sound on TikTok?
Since TikTok is pretty big on sound, additionally, it provides marketers with ways on how they can research and develop their audio branding approach. Based on their outline, TikTok suggests covering these elements:
Trends are how sound travels on TikTok. Some start as a simple voiceover, while others take shape in a snazzy recording studio. 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.
Narration allows users to follow the happenings of a video or add in relevant voiceover. After filming your footage in the TikTok app, you can add narration by selecting the ‘Voiceover’ option from the top-right menu.
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.
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.
The Wrap
With TikTok topping the Christmas app download charts and even surpassing Google as the most popular website, it’s safe to assume that it knows what it’s doing and is talking about. Fortunately, TikTok is proactive and looks to aid brands in improving their 2022 marketing, while showing everybody just how influential sound can be. TikTok starts the year off strong.
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