3 Ways TikTok is Revolutionizing Audio Branding: How Your Business Can Join the Trend
January 05, 2023
One of the key features of TikTok is the ability to add music and sound effects to videos. This has led to the creation of numerous “soundbites” – short audio clips that are used repeatedly in TikTok videos, often with visual elements added to create a meme or trend. In addition to soundbites, brands are also using TikTok to create original music for their marketing campaigns.
Brands have caught on to this trend and are using soundbites to create catchy, memorable audio branding for their products and services.
On National Avocado Day, Chipotle’s #GuacDance trend took the internet by storm and sent sales soaring. The fast food chain’s creative and catchy TikTok videos featuring employees dancing to popular music while promoting their signature guacamole quickly went viral, proving that a little bit of fun can go a long way in terms of promoting a brand and driving business success.
Several well-known brands, including NBA, Netflix, and Redbull, have also embraced the use of audio branding on TikTok to enhance their marketing efforts.
There are 3 key reasons why TikTok is such a powerful tool for audio branding:
1. It’s highly shareable
TikTok videos are designed to be easily shared on other social media platforms, which means that brands can reach a wide audience quickly and easily.
“68% of users say they remember a brand better when it features songs that TikTokers like in their videos. 58% of users also say they’re more likely to talk about the brand or share the ad.”
2. It’s interactive
TikTok encourages users to participate in trends and create their own content, which means that brands can get users to engage with their audio branding in a more meaningful way.
“61% of TikTokers like brands better when they create or participate in a trend on TikTok, and 21% of TikTokers feel more connected to brands when they comment on people’s posts. Embracing the medium of authenticity, 56% of users and 67% of creators feel closer to brands they see on TikTok – particularly when they publish human, unpolished content.”
3. It’s multi-sensory
While audio is the focus of TikTok, the platform also allows for the inclusion of visual elements, which can help to add context and meaning to a brand’s audio branding.
By appealing to multiple senses, businesses can create a more holistic and impactful brand experience that resonates with customers on a deeper level.
In conclusion, TikTok has emerged as a powerful tool for audio branding and as a popular platform for companies to generate earned media, which refers to any unpaid coverage or attention that a brand receives through the media. This can be especially valuable for businesses, as earned media can be more authentic and credible than paid media, as it is generated by consumers rather than the brand itself.
Brands can use soundbites and original music to create authentic and inclusive audio branding that resonates with users and helps to build brand awareness.
So, it’s definitely worth considering TikTok as part of your audio branding strategy.