TikTok announces new partnerships to make it easier for brands to leverage music and sound on the platform. The company has expanded its TikTok Marketing Partner Program and introduced six Certified Partners who will help brands create “sound” strategies for the platform. TikTok notes that it essentially wants to connect brands with trusted partners who will be able to help them take advantage of its “sound” environment to engage with consumers.
The company’s new audio partners will offer audio in two categories: custom audio and subscription audio. The new custom sound partners are KARM, MassiveMusic and The Elements Music. TikTok notes that Custom Sound Partners create leads that aim to increase community participation around challenges and campaigns.
The new subscription sound partners are Epidemic Sound, Songtradr and UnitedMasters. These new partners offer music offerings through monthly, annual, or project-based licensing plans. TikTok says the two categories will support a variety of campaign goals for brands on its platform.
“Sound is TikTok’s universal language, and brands need to embrace music and sound to authentically display on the platform. Our new Sound Partners have a proven track record of helping marketers develop strategies for TikTok and delivering scalable options for brands of all sizes, ”said Melissa Yang, Tiktok Ecosystem Manager, in a blog post. . “We’re excited to see more brands harnessing sound on TikTok and making meaningful connections with the community through creative and sound strategies.”
TikTok prides itself on having a sound environment that allows brands to engage with audiences by remixing trending sounds or creating their own jingle. While some marketers may be used to creating sound ads to reach more people, TikTok says sound on its platform has introduced new storytelling dynamics for brands. For example, TikTok notes that 65% of users prefer content from brands that feature original sounds, while 68% say they remember brands better if they feature songs they like in their ads.
TikTok has been looking for ways to make it easier for brands on its platform to connect with users while adding more brands to its list. Last week, the company announced plans to launch new interactive ad formats, ranging from clickable stickers to “Choose Your Own Adventure” ads. Additionally, this latest sound partner expansion comes a week after the company announced a list of new brand partners for TikTok Shopping, including Square, Ecwid and PrestaShop. TikTok plans to add Wix, SHOPLINE, OpenCart and BASE soon.
The platform is among several digital giants looking for ways to help brands reach more audiences and better connect with users with a differentiated set of features. For example, Pinterest rolled out new shopping features for brands earlier this week to get people to buy more items at once. Additionally, YouTube made smart TV ads more purchasable earlier this week to help advertisers drive more online sales and grow their businesses. As digital businesses continue to enter e-commerce, they are finding ways to keep brands and users engaged on their platforms.