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TikTok adds roster of Sound Partners to emphasize audio’s role in marketing success

With the addition of several audio-focused companies to its Marketing Partners program, TikTok is steering brands to diversify their tactics in an area it views as essential to engaging its audience. Nearly two-thirds (65%) of TikTok users prefer branded content that carries an original sound, while 68% recall a brand better when videos feature a song that they already like, according to a study by MRC Data cited by the platform.

“Sound is the universal language of TikTok, and brands need to embrace music and sound in order to show up authentically on the platform,” said Melissa Yang, head of ecosystems at TikTok, in a press statement.

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