TikTok’s Marketing Partner Program Now Includes Audio Elements

When it comes to using TikTok’s platform, the atmosphere is “sound on,”, and this represents a paradigm shift for many marketers who have grown accustomed to designing for “sound off” situations in order to maximise their messaging to a broader range of individuals.

In fact, a whopping 88% of TikTok’s users say “sound” is critical to the in-app experience, and a whopping 73% say they’re more inclined to stop and listen to commercials that include audio, making it a critical factor in brand content marketing campaigns.

As a result of this, TikTok is expanding its marketing partner programme in order to make it easier for marketers to use audio effects and music to enhance their campaigns.

When it comes to building sound-on strategies for TikTok, TikTok has six accredited Sound Partners who can assist businesses. While it has a library of over 150,000 royalty-free songs from rising artists and major music labels in our Commercial Music Library, the company is pleased to connect businesses with trusted partners that can help them exploit TikTok’s sound-on environment on a large scale.

There will be two sub-specialities of sound solutions offered by TikTok’s new sound partners: “Custom Sound” and “Subscription Sound,” respectively.  For the network’s hashtag Challenges and video marketing campaigns, Custom Sound partners like KARM, MassiveMusic, and The Elements can develop custom audio tracks with expertise in generating audio for the platform.  When it comes to flexible music offerings, Subscription Sound’s partners will offer monthly, annually, or project-based licencing options with “flexible music offerings.” There are a number of companies in this sector to consider partnering with.

Partnering with TikTok for marketing purposes

One of the most successful businesses on TikTok has been online clothes store ASOS, which used a sound-aligned campaign to start a trend called the #AySauceChallenge.  With 488,000 videos made and 167,000 participants, the Branded Hashtag Challenge Plus garnered over 1.2 billion video views in just six days. As a result of the campaign, ASOS commissioned a Brand Lift Study, which indicated a 25% boost in enhanced brand awareness.

Rather than relying on more disruptive marketing, the platform’s creative and collaborative character is perfectly suited to this type of approach, which involves engaging the TikTok community to participate in the promotion.

Of course, there’s a risk there as well. When trying to start your own trend, don’t use the wrong audio, or you’ll end up in the ‘How do you do, fellow kids‘ category, which will get your business slammed in comments on and off the app.  This may be all the more incentive to rely on these official partner companies, who may draw on their platform knowledge to help avoid costly mistakes while still staying on top of crucial fashion trends.

This page will tell you all you need to know about TikTok’s Marketing Partner Program.