the importance of audio in brand marketing

How and why should brands view sound as a key element in brand marketing strategy? TikTok has launched a new series of information on the importance of sound in music videos …

Sounds are essential to the user experience

For TikTok, sounds are essential to the user experience. Web marketers should therefore consider audio as a just as important as the pictures in their clips.

In its first article in the “Evolution of Sound” series, the platform reveals that:

• 9 out of 10 users see sound as essential to the TikTok experience;
• Linkage and brand recall increase over 8 times when distinctive brand sounds are leveraged in advertisements, compared to other elements such as slogans and logos.

Sound can boost brand engagement, while music also plays a key role in user response. Brands must take into account their audio elements, in order to optimize brand awareness, such as for create a podcast.

If you’ve aligned your video creation processes with other platforms, like Facebook, your approach to TikTok must be different. Sound is a key element that can dramatically increase user response to your content.. According to other statistics from TikTok:

• 50% of users say music makes TikTok content more uplifting, energizing and engaging;
• 88% of TikTok users say sound is vital to the TikTok experience.

Audio, an important brand element

Your approach to TikTok should be entirely different and aligned with the trends in the app’s organic content. If you want to be successful on TikTok, the best way to create for the platform is to immerse yourself in the content posted on the platform.

With this in mind, three key questions should be asked when developing an audio-inclusive strategy:

1. What are the sounds of your brand?
2. Is your brand strategically leveraging sound?
3. How can your brand take advantage of sound on TikTok?

Audio should be seen as just as important a branding element as your visuals.

As an example, Singapore Airlines unveiled its new audio brand, its sound identity, in 2021. The Sound of Singapore Airlines suite includes boarding, landing and lounge music, designed to accompany passengers every step of the way.

TikTok describes several ways you can research and develop your audio branding approach.

• The music creates the mood and the rhythm. You can create entirely new sounds, amplify branded sounds, or allow trending sounds.
• Money–securities allow your video to be understood even by the hearing impaired
• Narration allows users to follow the events of a video or add a relevant voiceover. After filming your footage in the TikTok app, you can add narration by selecting the “Voice over” option from the menu at the top right.
• Tendencies are the way sound travels on TikTok. Some start off as a simple voiceover, while others take shape in a chic recording studio. Visit the Discover page to see what’s trending right now.
• The sounds parallel or amplify the actions of a video. When you post a video with original sound, users will be able to use that same sound for their own video creations.

Finally, think regarding how the accompanying sounds or actions in your videos might inspire people to participate and post their own versions. Sound that goes viral can bring your brand to a much wider audience.

Source : TikTok