TikTok is introducing six new partners who will create bespoke audio and sound effects for brands and offer subscriptions to licensed music.
“Sound-on” is an intrinsic part of creating on TikTok, but it can be very challenging for brands who are used to building their creatives in “sound-off” environments. So to help brands make visuals with sound – or at least with sound at their core – TikTok is introducing a new series of partnerships within its Marketing Partner Program.
The newly added collaborations will support brands in building their native-feeling creative messaging with custom music and effects and access to further licensed tracks.
TikTok already offers access to over 150,000 pre-cleared, royalty-free tracks from emerging artists and popular music icons, is now introducing six new certified Sound Partners who will help brands leverage the unique potential of sound-on strategies TikTok at scale. They will offer two different sets of solutions: ‘Custom Sound’ and ‘Subscription Sound.’
Custom Sound partners such as KARM, MassiveMusic, and The Elements, will create bespoke tracks for brands to build their videos on and spark community engagement. This solution can be vital to helping brands successfully launch hashtag Challenges.
Subscription Sound partners like Epidemic Sound, SongTradr, and UnitedMasters, on the other hand, will offer monthly, annual, or project-based licensing plans for a flexible music offering.
Sound-aligned campaigns have previously demonstrated their strong potential for success. For example, TikTok reports the experience of online fashion retailer ASOS, which sparked its own branded trend with its #AySauceChallenge.
The Branded Hashtag Challenge Plus recorded over 1.2 billion video views in just six days, with 488,000 videos created and 167,000 users taking part. Thanks to the challenge, ASOS reported a 25% increase in aided brand awareness.
The expertise of official partner brands will also help brands avoid the risk of stepping into the dangerous zone of creating wrong TikToks and help with better aligning with key trends on the platform.
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