On TikTok, brands and retailers are playing marketing by ear.
Some companies have begun developing their own original TikTok sounds in the hopes of going viral. Pepsi announced a partnership with singer and actress Chlöe Bailey on Tuesday to release a new version of the song “Footloose,” encouraging TikTok users to join a dance challenge using the sound. Meanwhile, American Eagle and TikTok singer Katherine Li teamed up to create a custom version of her song “Happening Again” as part of its back-to-school campaign. Pizza Hut also collaborated with Jon Moss, a TikToker with nearly 7 million followers, to create a Detroit-inspired anthem to celebrate the return of Detroit-Style Pizza.
