TikTok shares new insights into the importance of voice in brand marketing

Unlike other video platforms, which have traditionally focused on creating “non-audio” environments to maximize viewing opportunities, TikTok has repeatedly noted that sounds are essential to the experience. Users and marketers should consider audio as an important element as the visuals in their clips – if not more. In some ways.

To highlight this, TikTok has launched a new information series that will explore the importance of audio in music videos and provide more context on how and why brands should view audio as an essential part of their overall brand effort.

You can read the first article in TikTok’s “Evolution of Sound” series here, but in this article, we’ll look at some of the key notes.

First of all, TikTok reiterates that 9 out of 10 users rate audio as essential to their TikTok experience. For brands in particular, TikTok says that its research has shown that engagement and brand recall increase over 8 times when the voices of distinctive brands are enhanced in ads, compared to other elements such as logos and slogans.

This is a very important statistic, which clearly underlines why brands need to consider their own elements of sound, in order to increase brand awareness and resonance.

TikTok reiterates this, with internal data showing that voice can boost brand engagement, while music also plays a major role in user response.

Again, if you align your video creations with other platforms, such as Facebook, which in the past has specifically recommended brands to create “audioless” environments, your approach to TikTok should be different, because audio is a key component that can increase User response to your content is significant.

Really, your style of TikTok should be completely different and in line with the trends in the app’s organic content. If you want to make money on TikTok, the best way to build the platform is to immerse yourself in the content posted on the platform, so you can get a sense of how people interact with it. The app, in particular, and how relevant your brand message is.

With this in mind, TikTok asks three key questions for marketers when developing a comprehensive audio strategy:

What are the voices of your brand? Is your brand leveraging sound strategically? How can your brand benefit from voice on TikTok?

Again, on TikTok, audio should be seen as a distinct branding element as your visuals, and TikTok describes several ways you can research and develop your audio branding approach.

directione It is the way the sound is transmitted on TikTok. Some start out as a simple voiceover, while others are shaped into a neat recording studio. Visit the Discover page to see what’s popular right now.
Music Creates mood and rhythm. You can create entirely new sounds, amplify branded sounds, or allow directional sounds. The possibilities are limitless.
Narration It allows users to follow the events of a video or add a relevant audio commentary. After you film your shot in the TikTok app, you can add the narration by selecting the “Voice over” option from the menu at the top right.
Add a comment – An essential part of TikTok content – so that your video can be understood even by those who cannot hear it.
sounds Parallel or amplify actions in a video clip. When you post a video with original audio, users will be able to use the same audio to create their own videos.
Think about how the accompanying sounds or actions in your videos might inspire people to share and publish their own versions. A voice that goes viral can bring your brand to a much wider audience.

Some key considerations for your TikTok branding approach, and as more brands prepare to add TikTok to their digital marketing mix in 2022, with the app on track to reach 1.5 billion users, it’s important that if you’re looking to differentiate yourself from other users TikTok, that sound is the priority.

You can read the first article in TikTok’s “Evolution of Sound” series here.