Using a trending song in your brands' TikTok content is a great way to capture our community's attention.62% say they're curious to learn about the brand.58% of users also say they're more likely to talk about the brand or share the ad.58% say they feel a stronger connection to the brand.
68% of users say they remember the brand better.When brands feature songs that TikTokers like in their videos:.75% of TikTok users say they discover new artists through TikTok and 63% of TikTok users heard new music that they've never heard before on TikTok. The majority of TikTokers not only discover new music on TikTok but also hear songs they don't hear anywhere else.Here are some key takeaways from MRC Data's research, providing further insights on the heavy-hitting impact of music on TikTok.* Overall, the unique way TikTok's community discovers, endorses and co-creates music is what makes it such a powerful tool for brands. From emerging artists to small business owners, the research from MRC Data reinforces that by associating with the right music or sound on TikTok, creators, artists and businesses alike can see a major impact." "TikTok is the home for music trends that permeate the industry, charts, and culture. "TikTok has become an integral part of music discovery, connecting artists to their fans and introducing brands to every corner of the community," said Ole Obermann, Global Head of Music, TikTok. From working with a culturally relevant musician to create a custom song, or tapping into trending voiceovers and jingles on-platform, music and sound play a major role in how brands share their personalities with the world. We've seen TikTok's "sound on" origin challenge brands to think outside the box. MRC Data's research reveals the power of music on TikTok, shedding light on the importance and impact music has for brands and the creator community alike. Music and sound are TikTok's universal language they play an integral role in the community's creativity, liveliness, and cultural impact. That's why we commissioned MRC Data and Flamingo, both independent research and analytics groups, to dive deep on two of TikTok's defining spheres of influence: sound and culture. Trends happen naturally and regularly because of the way our community participates in and engages with content on the platform.Īlthough we've known this for a long time, we wanted to get Into the Thick of Itand find out what truly drives these trends on the platform and how they extend and impact culture at large. The TikTok community is a reflection of our communities at large - diverse ecosystems of creators, people, culture drivers, and everything in between. Our community has made stars out of musicians like Lil Nas X and Olivia Rodrigo, and brought about big wins for brands including eos shaving cream, the brown GAP hoodie, Goldfish crackers, and the L'Oréal Foundation, to name a few. Trends on TikTok drive and inspire action.
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