Welcome to the TikToksphere and Reelsverse.
The ‘sound’ platforms where everything is quick, viral and highly addictive.
The beauty of these sensorial worlds are they have managed to capture and consume our attention with the ‘sound-on’.
Unlike other platforms where most of us consume content on mute,
73% users will only notice brands with strong sonic identities.
Not only that, but in the last 2 years, campaigns on TikTok and Reels have become essential in giving artists global status, or getting discovered BIG TIME.
Take the careers of LIL NARS X, DOJA CAT and Olivia Rodrigo, for example.
Their songs ‘Industry’, ‘Kiss Me More’ and ‘Déjà vu’ respectively, became overnight global chart toppers!
But was it really their music?
Or the fact that their music, AKA their sonic identity, really resonated with audiences?
It’s becoming more evident as we go on, that customers today seek to connect with brands on a deeper and more responsible level.
But should this compel brands to leverage such ‘sound’ platforms?
Here are 3 compelling reasons.
Reason 1: Brings Your Brand To Life
Just like you have logos, a defined visual story and tonality it’s equally important to establish your MOGO ®, or musical logo.
If there’s anything we can learn from Gehraiyaan’s music release– the formula for a successful campaign is to be really creative with audio strategy. Before its release on Amazon PrimeVideo, they launched ‘Doobey’ as an Instrgram Reel filter, which permeated across people’s lives and social feeds.
Travellers, chefs, fashionistas, writers, small and big businesses rushed to merge these tunes with their content. This not only made it the most shared track within the first week of its release but created a really strong sonic identity for the movie.
Reason 2: Keeps Your Brand Relevant
How can you explain the 1958’s song ‘Put Your Hand On My Shoulder’ by Paul Anka getting so famous in the last 6 months?
People experience content in TikTok and Reels very quickly.
So it’s a great opportunity for brands to create digital sonic assets that experiment with sound to stay relevant and fresh.
Reason 3: Creates a Top Of Mind Recall. Everytime
In TikTok’s Insight Report, “68% users said that they’d recall a brand much better when they use music they like”.
This is because music and sounds are known to trigger memories and emotions that customers will use to remember your brand.
While finding clutter-breaking tunes for your brand will help, thinking about the long-term versatility of the sound in such platforms will help your brand stand out.