The Roundup: How to use the power of sound on TikTok

TikTok is an entertainment canvas where sound is always on—it sparks joy, creativity, and collaboration for over one billion people. And the integral factor of sound creates an opportunity to not only connect with your community, but to be felt and remembered.

In fact, if a brand's TikTok video features a song that is popular on the platform, 68% of users say they remember the brand better, and 62% say they're more curious to learn about the brand.¹

If a brand features a song in their videos that TikTok users like:

But TikTok is all about innovation, creativity, and co-creation. So why stop at pre-existing songs and soundtracks? Brands have seen huge success on the platform by partnering with musical artists and creating their own custom tunes for campaigns. In a 2021 MediaScience study comparing the effectiveness of different types of audio on TikTok, the use of custom music led to higher recall and brand recognition than recognizable music.²

This creates a natural opportunity for musical creators, but users are not limited to traditional or even custom music. All creators and brands can and should experiment with sound on the platform—in any way that suits their campaigns. Turn up the volume on DIY project videos, let users hear the sizzle and crunch of cooking videos, or use the whispers of an ASMR video to describe a product. Brands across industries are exploring the world of sound in creative ways to drive attention, brand love, and purchase intent.

A great example of using unusual sounds is Benefit Cosmetics' Brow Microfilling Pen campaign. With no words at all, Benefit Cosmetics showed with satisfying clarity what the Microfilling Pen looked like in use. Check it out below!

There's no limit to how brands can use sound to connect with their audiences. It might just take a little inspiration to get there. Download The Roundup: The Power of Sound for more original research and best-in-class examples of sound-on campaigns.

1. TikTok Marketing Science, US Music Perceptions Research 2020, conducted by MRC Data 2. TikTok Marketing Science, US Sound On Part 2: Audio Effects Research 2021, conducted by MediaScience