TikTok Adds List of Sound Partners To Highlight Role Of Audio In Marketing Success

Dive brief:

  • TikTok unveiled a list of six new Sound Partners for its Marketing Partner Program as the video sharing app expands the initiative to put more emphasis on audio.
  • Each of the companies that join the list falls into one of two categories: Custom Sound, where they will help advertisers create their own leads to use in campaigns, hashtag challenges, and other TikTok marketing materials; and Subscription Sound, which is more focused on licensing agreements for pre-existing assets like music and sound effects that can be tapped on a monthly, annual, or project-based basis.
  • Music production company Karm and music agencies MassiveMusic and The Elements are new partners in the first category, while Epidemic Sound, Songtradr and UnitedMasters land in the second. With the expansion, TikTok aims to help advertisers design more comprehensive audio strategies in areas ranging from content marketing to sound brand development.

Dive overview:

With the addition of several audio-focused companies to its marketing partner program, TikTok is pushing brands to diversify their tactics in an area it sees as essential for engaging its audience. Almost two-thirds (65%) of TikTok users prefer branded content that delivers original sound, while 68% remember a brand better when videos feature a song they already like. according to a study by MRC Data cited by the platform.

“Sound is TikTok’s universal language, and brands need to embrace music and sound to authentically appear on the platform,” Melissa Yang, head of ecosystems at TikTok, said in a press release.

TikTok has always focused on music – it was originally dedicated to lip synchronization – but audio tracks have largely become one of the key features in getting content off the ground on the main “For You” page. A sound clip from an old Starburst commercial, for example, in which a strange man in period attire dances madly for flavors of “berry and cream.” recently dominated the app. The candy brand responded to the sensation last week pulling out a Halloween costume around the character.

Sound Partners aim to help brands adapt to similar trends by creating their own personalized sound or tapping into a deeper pool of licensed material that complements TikTok’s existing commercial music library, comprising over 150,000 tracks. pre-authorized and free of rights.

To illustrate by example, TikTok highlighted a recent Asos campaign that won over consumers with a strong audio component. The UK-based retailer teamed up with Karm for a #AySauceChallenge that featured a personalized and catchy hip-hop song on the brand’s theme. The effort recorded more than 1.2 billion views in just six days and generated 488,000 videos, suggesting that users were eager to share their own posts on the track. A brand lift study found that the challenge increased awareness of Asos by 25%.

Other marketers are trying to mix TikTok audio with bigger marketing initiatives like product drops to connect to app apps. global user base that now exceeds over 1 billion people. Promoting a new collaboration between its soda brand and sister PepsiCo Cracker Jack, Pepsi encourages baseball fans to share their version of “Take Me Out to the Ball Game” with the hashtags #PepsiSingToScore and #Sweepstakes for a chance to win one of 2,000 limited edition cans.

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