Thursday June 10, 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 artistic methods.

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

As defined by TikTok

“We knew that the elemental nature of audio on TikTok was serving to to drive our record-high engagement charges. However we needed to know why. So we partnered with Kantar to study extra concerning the impression of sound on digital promoting.”

Among the many key findings, the analysis exhibits that:

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

Up to now, greatest 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 enchantment amongst shoppers in several environments. However on TikTok, that is much less of a priority, with the other usually being true.

Which is a key factor to notice – in reality, in response to the examine folks expertise sound on TikTok as “enjoyable” at a 66% increased charge 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.”

In an effort to capitalize on this, TikTok advises that manufacturers ought to look to:

  • License fashionable audio – Model utilization of sounds is restricted within the app, however manufacturers are capable of manage their very own licensing offers for music clips, which could possibly be useful when you’re trying to faucet into traits
  • Amplify branded sounds – Manufacturers may flip their owned audio right into a promotional instrument within the app, which may even gasoline 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 supplies entry to “a whole lot 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 fascinating stats – and whereas, once more, music utilization is restricted for manufacturers, it is clearly price contemplating your audio components 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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