Depending on your business type, you will determine how important making content on pages such as TikTok is. Content creators all aim for their videos to go viral and the question of whether it is just luck or coincidence comes into consideration but when you get down to the nitty-gritty consider all elements that could strive for your business or product to go viral on TikTok. I mean, we have seen it all, in 2022, we even saw a chippy go viral, which led to people all over the UK travelling to this one chippy. A large part of why this small local chip shop went viral was because of its catchy theme song, “Binley Mega Chippy,” over and over again.
What Are The Statistics?
In addition, TikTok users are more responsive to sound elements in advertisements than users on other platforms, meaning that audio is an important part of brand promotions, according to the platform’s most recent research report.
“We knew that the fundamental nature of audio on TikTok was helping to drive our record-high engagement rates. But we wanted to understand why. So we partnered with Kantar to learn more about the impact of sound on digital advertising.”
Among the key findings’ most interesting research was:
- 88% of Tiktok users said that the sound is a huge part of their experience.
- 73% of respondents said they would pause and watch the ads on TikTok with audio.
- 55% improvement compared to competitors with the sound turned on.
- 59% of people said that they learned something new from a TikTok ad.
Best practice recommendations from the past have frequently emphasised the value of adding sound-off features and captions to your video clips to increase their appeal to viewers in various settings. However, that’s less of an issue on TikTok, where the opposite is typically true.
This is an important point to make: the study found that users of TikTok perceive sound as “fun” at a rate that is 66% higher than that of users of other platforms.
Sounds on Tiktok
When it comes to making videos, sound is just as crucial as visuals. TikTok opens with the “For You” feed in full-screen mode right away. And with the music playing, it does so.
You can currently find a large selection of music and sound effects on TikTok to go with your videos. You can also record your own audio; if viewers like the sound, they can add it to their content and share it with a wider audience.
Find a sound that fits the vibe of your personality, and brand and can get the message across in a short period of time.
Trending Sounds
Think about utilising a sound that the public already enjoys. This could help your video stand out and establish a connection with viewers who are most likely to find your content entertaining. Consider looking through sound playlists for ideas and popular songs as well.
Sounds Library
You can search and browse the whole TikTok music library right within your TikTok Sounds Library. For instance, if you want to see what has been added most recently, you can click on New Released or conduct a genre search. Overall, it’s quite simple to use and comprehend this feature.
Click the “+” symbol in the centre of the navigation bar at the bottom of your home screen to open the Sounds Library.
You will notice an icon of a music note with the option to add sound at the top of your screen.
Simply type the name of the song into the search bar on TikTok’s Discover page and select Sounds if you already know which song you want to add.
How to Capitalise on Sound Content Success
Sound isn’t just background noise on TikTok; it’s the very heartbeat of the platform. Trending tunes and catchy jingles can propel a brand to viral fame, while the wrong audio choice can leave viewers scrolling right past. So, how can brands master the art of sound on TikTok and leverage it for success?
Create New Sounds
In addition, brands may consider producing unique audio for their advertisements to incorporate into their TikTok campaigns.
Get creative and unleash your inner music producer! Compose original sounds specifically for your TikTok campaigns. This gives you complete control over the message and vibe, and who knows, your catchy tune might just become the next platform earworm!
Respect The Platform
For your sound, content and brand to do well, you have to ensure you’re following the guidelines and rules that are set by TikTok. They monitor content and remove things that might seem like antisocial behaviour, inappropriate sounds or anything else that might be offensive to the audience. If you stick to these guidelines and receive positive engagement, you will be rewarded.
Stay Trendy
Although some content creators have gone viral for their specific niche, which might be fashion content or cooking meals with a pleasing musical background, or they might like the way you speak, you usually gain a following for the specific content you share, and that includes sound.
This might make it hard for you to branch out to do different things but at the same time, if this is the content your audience likes and is still engaging with, then it is a win-win. For those brands or creators trying to find where they fit, staying on top of sound trends is a good way to attract new users to your page and land on it more often.
If you are a new brand and don’t know where to start or have to get your message across on this platform, you could work with a digital marketing agency in Manchester that offers these types of services. This way, you have an outsider perspective that specialises in content creation and can get the ball rolling.
Study The Numbers
Examine the numbers if you wish to use pre-existing sounds from TikTok’s library. There are several points to consider. How many videos, for instance, have already made use of that specific sound? Have they added those videos recently? These might show you whether the song is still in style and what is on its way to becoming viral. You want to be as early as possible on the trend; this way, you are more likely to be exposed to a huge number of users.
Engage With Other Creators
Partner with TikTok influencers who use your licenced or branded sounds to amplify your reach and authenticity.
It’s also just important to be nice and the saying “you don’t ask, you don’t get” couldn’t be more true. For you to attract specific audiences to your brand, you need to be out there exposing yourself, which could lead to opportunities you would have missed if you kept quiet on TikTok.
Measure and Adapt
Track your audio’s performance and adjust your strategy accordingly. What resonates with your audience and what is your brand’s personality?
Consistency can be consistent and work for you, but this is dependent on what you’re trying to sell. People are looking for authenticity on TikTok, so finding a sound that embodies your brand is the key. If our strategies don’t seem to be grabbing the attention you want, you could consider working with a digital marketing agency to see if there are things you could be doing more of.
It is important to understand that sound is only part of the process and if you nail these parts one by one and have a cohesive strategy, you will be capitalising on potential content success.
While music usage is restricted for brands, there are some excellent points and intriguing statistics made here. It is definitely worthwhile to take audio elements into account when promoting your brand through the app.
Final Thoughts
In today’s digital landscape, capturing the attention of the audience is paramount. Understanding the power of sound on TikTok, a platform where audio reigns supreme, is crucial for businesses seeking to connect with their audience. By mastering the art of sound on TikTok, you can unlock a powerful tool for brand awareness, engagement and ultimately, business success.
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