TikTok sounds are more than just background noise. They are a driving force behind trends and cultural shifts on the app. From hit songs to original audio from creators, sound plays a crucial role in TikTok challenges and dances, fostering community and collaboration. So how can brands leverage the power of TikTok sounds to increase engagement and brand awareness? Let’s explore some insights and strategies.
Trending TikTok Sounds: Shaping the Soundsphere
TikTok is a platform driven by rapid creativity and trends, and new sounds emerge daily. Let’s take a look at a few recent examples to illustrate the culture of sound on everyone’s favorite clock app:
“He’s mine/he’s a 10, but”
This trend started in early July 2022 and features a sped-up version of MoKenStef’s 1995 single, “He’s Mine.” Creators use this audio to show a flaw in an otherwise perfect person. The sound has been featured in almost 1 billion videos on TikTok.
Netflix’s hit show, Stranger Things, brought back the 1985 song “Running Up That Hill” by Kate Bush. TikTokers quickly embraced this sound, using it in over 2.7 million videos. Another popular sound from the show is the line “you’re just like papa,” which has been featured in over 50,000 videos.
“The past three summers”
This sound showcases users’ transformations over the past three summers. It’s a simple yet effective trend, with users syncing their videos to an instrumental track, creating a montage on the beat.
“Long Way 2 Go Remix”
This sound features a dance challenge created by @marcusreposooo, inspired by Cassie’s 2006 hit “Long Way 2 Go.” It’s a quintessential TikTok dance trend that creators also use for outfit videos and vlogs.
These are just a few examples, but it’s essential to stay up-to-date with trending sounds to avoid sounding repetitive.
Finding Trending Sounds on TikTok
Now that we’ve explored some trending sounds, let’s discuss how brands can discover these sounds on TikTok:
Use TikTok Creative Center
The TikTok Creative Center is your go-to resource for trend information. Explore the Trend Intelligence dropdown to access data on hashtags, songs, creators, and videos. The Songs section allows you to browse or search for trending songs from the past day, 30 days, or 120 days. You can also select a specific region. Additionally, you can explore the Hashtags and TikTok Videos pages to see what’s currently trending.
Study Hashtags and Follow Creators
Pay attention to relevant hashtags related to sound trends. Hashtags like #TikTok sound trends are filled with creators who discuss social media marketing and trend spotting. They often showcase rising sounds and explain how certain trends work.
Several websites like TokBoard and Trendpop Viral 100 provide information on trending sounds. However, keep in mind that these sites are not affiliated with TikTok. They can be a starting point, but always do your own research and verify the data before diving into a trend listed on these platforms.
Brand Guidelines for Using TikTok Sounds
Using TikTok sounds for marketing comes with a few considerations, especially regarding copyright infringement. Here are some options for incorporating sounds while staying within legal boundaries:
Contact the copyright holder, typically the record label or artist, to obtain rights for commercial use. This process can be time-consuming, but it ensures you are legally using the music. TikTok’s Sound Partners, which consists of music production companies and platforms, can also help brands create custom sound or offer licensing plans.
Use Royalty-Free Music
TikTok’s Commercial Music Library provides access to thousands of royalty-free music selections. You can filter by genre, themes, duration, and more. The library includes emerging artists and instrumental versions of popular songs, allowing you to allude to trendy music without infringing on copyrights.
Create Custom Sounds
Stand out from the crowd by curating original sounds. Remix stock sounds, add voiceovers or sound effects, or even commission a branded sound from creative agencies, music producers, or artists. Branded sounds can be used as a call to action, encouraging users to create their own content using your sound and hashtag.
Ask to Use User-Generated Content
User-generated content is a powerful way for brands to connect with their audience authentically. Collaboration and re-creation are at the heart of TikTok. Always ask for permission before using user-generated content, whether it’s audio or video. Tag the creator in the caption or comment section as a courtesy. Giving credit where it’s due not only shows thoughtfulness but also protects your brand.
How Brands Use TikTok Audio in Their Campaigns
Brands on TikTok have been using audio creatively to drive their marketing campaigns. Let’s take a look at some successful sound-on TikTok campaigns:
E.l.f. became the first brand to commission a song for TikTok, using the track “Eyes Lips Face.” Inspired by Kash Doll’s hit song “Ice Me Out,” thousands of content creators, celebrities, and influencers joined the lip sync and makeup tutorial trend. The campaign garnered over 3.8 billion posts.
Universal Pictures X Yeat
Rapper Yeat was paid $1 million to write a song for Minions: The Rise of Gru. The song “Rich Minion” went viral, leading to a record-breaking box-office release. The trend even resulted in some movie theaters banning formal wear.
Plant-based brand Nuggs used an instrumental version of Doja Cat’s “Say So” to add trendiness to their content. With over 700,000 videos featuring this instrumental, Nuggs successfully incorporated a popular sound into their campaign.
Jif partnered with rapper Ludacris to create the #JifRapChallenge, encouraging users to duet Ludacris’ video and freestyle with a spoonful of peanut butter in their mouths. This playful challenge generated over 7.5 billion sound views.
HBOMax leveraged the freestyle duet feature by collaborating with Kamillion and Aida Osman, stars of the show Rap S***. They challenged TikTokers to submit duets with a freestyle to the show’s soundtrack. The sound #SeduceandScheme has over 46.1 million views.
FAQs for Using TikTok Sounds
Here are some common questions and answers regarding TikTok sounds:
How to Download TikTok Sounds
- Go to the video you want to download.
- Tap the arrow icon on the right side of the screen.
- Tap “Save video.” The video will download to your phone, along with the associated sound.
How to Save Sounds on TikTok
You can save sounds you want to use later by adding them to your Favorites:
- Click on the record icon in the bottom right corner of the screen to access the sound page.
- Tap the “Add to favorites” button at the top to save the audio.
- The sound is now saved in your Favorites.
How to Find Your Favorites on TikTok
To find your saved favorite sounds:
- From the camera screen, tap the “+” button at the bottom to open the camera view.
- Click “Add sound” at the top.
- Tap “Favorites” under the ad banner to view your saved sounds. You can also use the search bar to find specific sounds.
How to Add Sounds on TikTok
You can add a sound to a new video or a prerecorded video:
- To add a sound to a new video, open the camera view by tapping the “+” icon.
- Click “Add sound” at the top.
- Select a sound and hit the record button. The sound will play as you record.
- To add sound to a prerecorded video, go to the video in your Drafts.
- Click “Add sound” and select your desired sound.
- Proceed to the Post screen to publish or save your video.
How to Make TikTok Sounds
Creating original sounds can lead to exposure and virality. Here’s how:
- Open the video with the custom sound you want to rename.
- Tap the spinning record icon in the bottom right corner.
- Click “Edit” and change the title to something more descriptive.
- Save the custom audio and wait for it to be discovered by others.
Harnessing the Power of TikTok Sounds
Now that you have a better understanding of TikTok sounds, it’s crucial to analyze and optimize your video performance. Sprout’s integration provides valuable metrics to guide your future TikTok marketing campaigns. Remember, sound plays a significant role in driving brand awareness on TikTok, so keep exploring new trends and creating engaging content.