Sound is better received it stops the scroll and it inspires creativity. Alongside this, Kantar research shows how sound and music favourably enhance the TikTok viewing experience. We’ve also seen how TikTokers have picked up ‘revived’ classic songs made popular by TV series, for example, music from the series ‘ Stranger Things’ and ‘ The Last of Us’. It offers SoundOn for music promotion and distribution, becoming a platform for music discovery and a place where fans can interact with their favourite artists. It has spawned a new generation of influencers and creators too – TikTokers.Ī unique aspect of this phenomenon is how TikTok relates to music.
With such phenomenal growth TikTok now represents a huge audience either viewing content or using the platform to create content. Since its launch in 2016, eMarketer estimates that TikTok now has 843 million users, more than doubling its user base between 20. So, what can brand owners learn from this? How can they resonate with their audiences more effectively through music on TikTok? Recognise the power of music Music conveys strong emotions and is a key way TikTokers engage with their audiences emotionally through content. TikTok has revolutionised social media and Kantar’s Media Reactions 2022 study shows it is the second most preferred digital channel amongst consumers – and the fourth for marketers.
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