Is TikTok Redefining the Way We Think about Music for Advertising Campaigns?

In the last few years, TikTok has taken the world by storm, captivating millions of users with its short-form, attention-grabbing videos and creative content. But at the core of this rapidly growing platform lies a unique element that has played a pivotal role in its success: music. Whether it's an original Sound created by a user or an existing Sound from the library, TikTok provides users with an innovative platform to express themselves creatively and connect with music in ways never seen before.

TikTok's defining feature is its ability to transform short snippets of songs into memorable sounds that get stuck in users' heads and inspire trends. These audio clips become iconic within the TikTok community, with users leveraging them to create their own unique videos and contributing to viral challenges. From catchy choruses to memorable one-liners, these sounds become cultural touchstones, permeating not only the platform but also mainstream culture.

More and more we’re hearing brands and advertisers talk about competition on the platform as attention spans decrease and the demand for engagement increases.

But how can music play a part in this and what can we learn from the artists and musicians making the platform their own?

Have you ever wondered why artists post the same formatted content repeatedly, using the same sound? They do this to leverage the hook of the track to generate engagement for the content and vice versa. You can't have one without the other, and TikTok serves as a perfect example of this dynamic.

Brands and advertisers can learn valuable lessons from this practice. Like any great pop song, they need to lead with a hook. This doesn't necessarily have to be the chorus of a track but could be the intro, the pre-chorus, or even the final crescendo. The important thing is that it's catchy, memorable, and can be effectively conveyed within a short span of 15 seconds. This hook should lead the music creative for your 30-second or 60-second commercial, especially if TikTok is an important platform for your target audience. By working backwards from this powerful hook, you then build out your 30-second/ 60-second composition or licensed track for longer executions.

Music has been proven to have a profound impact on human emotions and memory. The right choice of music can enhance the storytelling, and create a deeper connection between the creator and the viewer. Whether it's lip-syncing to popular songs, choreographing dances, using music as a storytelling element, or incorporating lyrics that communicate a brand message, brands and advertisers can harness the power of music to elevate the impact of their content and captivate their audience.

TikTok has shown us that music has the potential to redefine the way we think about advertising campaigns. By embracing the concept of the music hook in terms of a Sound, and understanding its symbiotic relationship with the content hook, marketers can create memorable experiences that resonate with their target audience. So, the next time you’re putting music to picture for a TV, Online or social campaign, remember the hook.