Brands prepping TikTok campaigns need to prioritize how they will utilize music. According to a new report released by the short-form video app on Tuesday, music creates a powerful association for consumers when marketers feature songs in their TikTok ads.
About 68% of users say they remember the brand better; 58% feel a strong connection to the brand; 58% are more likely to talk about the ad; and 62% are more curious to learn more about the brand.
Music and sounds are especially key to the platform’s popularity with consumers and how brands use the platform to interact and entertain users. While artists like Lil Nas X and Olivia Rodrigo have launched entire careers off their music on the app, brands have used custom songs or tapped into trending music on the platform to gain followers and see virality on the app. Chevrolet, for example, launched on TikTok in February by partnering with singer Breland, whose single “My Truck” had gained popularity on Instagram. Chevy then had “My Chevy Truck” created for TikTok and the post saw 76.2 million views and 686,000 likes.