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’s 7-Second Challenge: Performance Insights And Key Learnings
Does TikTok’s 7-second challenge generate more engagement? Hootsuite's Senior Social Marketing Manager and her team seek the answer.
TikTok (Finally) Adds A Friends Tab
TikTok has finally added a friends tab, it replaces the Discover tab in the app’s bottom menu.Is TikTok becoming a …
TikTok Starts Applying Labels To Content From State-controlled Accounts
In response to the war in Ukraine, TikTok is rolling out its state media policy to label content from some …
TikTok Introduces ‘TikTok Tactics’ Online Training For Marketers
The free online course provides easy-to-follow best practices to level-up marketers' approaches to advertising on the platform.
TikTok Introduces Instant Page, A Lighting Fast Landing Page Feature
TikTok has introduced a new customizable shopping ad display option to streamline the customer journey for users.
TikTok Is Working On A New Avatar-Creation Tool
TikTok seems to be working on a new feature that allows users to build their digital identity in the app …
TikTok Partners With Zefr To Ensure Safe Ad Placements
TikTok has announced a new partnership with brand suitability platform Zefr to ensure ads won't end up next to undesirable, …
TikTok May Be Bringing Back The Option To See Who Viewed Your Profile
TikTok may be working on reinstating a feature that allows users to know who viewed their profile in the past …
Do ‘For You’ Page Hashtags Actually Work Οn TikTok?
Do 'For You' Page hashtags work on TikTok? Hootsuite's Senior Social Marketing Manager, Amanda Wood, and her team seek the …