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.
Related | Instagram Reels Vs. TikTok Videos: Performance Insights And Key Learnings
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.
Photo by Denisse Leon on Unsplash
You might also like
More from TikTok
TikTok Begins Testing Tako, Its Own AI ChatBot
TikTok Tako is a new AI chatbot that could “radically change search and navigation” in the app. News of the test …
TikTok Introduces Effect Creator Rewards, Paying Creators For Popular AR Effects
TikTok Effect Creator Rewards is a new $6 million fund that will be used to pay creators based on the …
TikTok Launches World Hub To help Brands Better Connect With its Audience
TikTok World Hub is designed to help brands learn how to connect with audiences and get discovered on the platform. The …
TikTok Introduces Sounds For Business For Quick And Engaging Content Creation
TikTok is launching Sounds for Business, a new collection of sounds designed as templates for quick and engaging content creation. TikTok …
TikTok Is Testing Refresh, A New Feature To Reset Your For You Page
TikTok Refresh will help you reset your For You page algorithm, your watch history, and past interactions, so you can …
TikTok Is Now Banned On All Devices Issued By The US House Of Representatives
The chief administrative office of the House issued a directive establishing TikTok, the popular social media app, as a security …
TikTok Is Testing A Full-Screen Horizontal Mode
The new TikTok Full-screen horizontal mode means Creators could now create a single video that's optimized for both TikTok and …
TikTok Academy: A New ‘TikTok For Business’ Education Platform
TikTok last week announced the launch of TikTok Academy, a new education platform to help marketers develop TikTok expertise.
How Effective Are TikTok Spark Ads?
Every wondered just how effective TikTok Spark Ads are? Amanda Wood, Senior Social Marketing Manager at Hootsuite, and her team, …
