TikTok has changed approaches to video content, in many ways. As more and more people spend increasing time on the app, so too do more of them get sucked into the never-ending stream of trending clips.
One of the key shifts in this respect has been the use of sound and how TikTokers are, more often than not, consuming content with sound on, which, before, simply wasn’t the case, although that in itself is surprising seeing as how TikTok had always been a primarily sound-on environment, or so the reports say.
Sound-Check… 1… 2
Most video platforms would advise you that you should create videos for ‘sound off’ environments if you want to maximize viewership potential, but TikTok actually advises the opposite. This also extends to brand use:
“TikTok is an entertainment canvas where sound is always on – it sparks joy, creativity, and collaboration for over one billion people. And the integral factor of sound creates an opportunity to not only connect with your community but to be felt and remembered. In fact, if a brand’s TikTok video features a song that is popular on the platform, 68% of users say they remember the brand better, and 62% say they’re more curious to learn about the brand.”
So, TikTok not only says that you should create videos with sound in mind, but that it’s actually a critical engagement element – which is the focus of TikTok’s latest guide for brands, which highlights how different campaigns have utilized sound to maximize their promotional resonance. The platform’s ‘Power of Sound’ overview includes a range of brand case studies that highlight how each case used audio aspects to amplify its messaging.
The guide mainly looks at three different uses of sound:
- Creator-made Anthems – How brands can partner with emerging creators on trending sounds, which are essentially custom-built for the TikTok audience.
- ASMR – using satisfying sounds and effects to maximize engagement.
- The New Narrators – Using creators to tell share their stories, essentially utilizing UGC in brand campaigns.
Meanwhile, the included case studies highlight how these different uses of audio can help to enhance campaigns, as well as why brands should be building with sound in mind as they map out their TikTok approach.
The Wrap
It’s an interesting consideration and a potentially significant shift for many, given that ‘sound-off’ has long been touted as the best way to maximize viewership and attention. But TikTok is different and, as such, it’s well worth taking the time to change this user behavior and how that may apply to your in-app content approach. The guide also includes some pointers on how to include audio elements in your clips. It’s certainly worth a look.
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