TikTok uses sound, we know that. But brands do not necessarily know how to capitalize on the impact of sound on the public. Tiktok now tells us how.
While TikTok may be known as an audio-based platform due to its focus on music, brands don’t necessarily know how to use sound effectively. TikTok acknowledged this and posted a new one. Insights Series which deals directly with the effective use of audio.
Sound is synonymous with recognition
Before TikTok, the majority of popular platforms emphasized that sound was not everything. Facebook and Instagram were places where brands could create videos with the clear expectation that audiences would watch them without sound.
This had a positive effect, as brands started making shorter, more visual and engaging videos. However, ICT Tac makes it clear in the new Insight that sound plays a huge role in brand recognition.
This means that having sounds and/or music associated with the brand’s account over time will lead audiences to associate that brand with those sounds. TikTok says 88% of its users believe sound is “vital” to the TikTok experience.
The platform goes further and states that there is a 120% “increase” in brand recognition when brands use music and sound as part of their approach.
How can we use this information?
It’s no secret that music is the major element of TikTok. While brands can’t be expected to create award-winning songs that resonate with their audience, they can certainly get involved in other ways.
For example, if there is a song that is currently trending on ICT Tac and has huge recognition among members of your demographic, then it would be a good idea to tie your brand to that piece of music in some way. Music on TikTok can be used by anyone, so finding a trending song and using it creatively in your branded videos is both easy and natural when it comes to context. As the trend continues to grow, you can continue to use music. It creates that recognition over time.
As part of the process, TikTok suggests brands ask themselves three questions:
- What are your brand sounds?
- Is your brand leveraging sound strategically?
- How can your brand leverage sound on TikTok?
These may not be easy questions to answer right away. However, TikTok takes these challenges a step further and offers some key tips:
- Tendencies are how sound travels on TikTok. Some start out as a simple voiceover, while others take shape in a sleek recording studio. Check out the Discover page to see what’s trending right now.
- Music creates the mood and the rhythm. You can create entirely new sounds, amp up branded sounds, or empower trending sounds. The possibilities are limitless.
- Narration allows users to follow the events of a video or add a 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 — an essential part of TikTok content — so your video can be understood even by those who can’t hear it.
- Sounds parallel or amplify the actions of a video. When you post a video with original sound, users will be able to use that same sound for their own video creations.
Think about how accompanying sounds or actions in your videos might inspire viewers to participate and post their own versions. A sound that goes viral can introduce your brand to a much wider audience.
The above provides a place for just about any brand to start. For example, a brand might start experimenting with voiceovers, to establish sound as a key part of their approach. Some brands may not even be aware that they could add voiceover effectively as a marketing and branding tool.
Brands should be familiar with subtitles from other platforms. The key area here that may require a shift in mindset is to think about how sounds might “get people to join in.” It’s an interesting concept. Whether brands want to create their own sounds in hopes of gaining traction or jumping on to another trending sound or set of sounds, it’s worth exploring.
If you haven’t started using sound on TikTok for your brand yet, dive into Insight. It’s detailed enough to give you enough to sink your teeth into and accessible enough for brands that are completely new to the field. But get started, whatever you do, because TikTok isn’t going anywhere, and it’s really about knowing how to use it before your competitors.
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