The importance of voice in brand marketing

How and why should brands consider voice a key component of their brand marketing strategy? TikTok has launched a new series of information on the importance of sound in music videos…

Voices are essential to the user experience

For TikTok, sounds are essential to the user experience. So web marketers should consider The sound is as important as the pictures in their sections.

In its first article in the “Evolution of Sound” series, the platform reveals that:

  • 9 out of 10 users consider audio as essential to their TikTok experience;
  • Brand communication and recall increases more than 8-fold when the voices of distinct brands in ads are increased, compared to other elements such as logos and slogans.

Voice can increase brand engagement, while music also plays a major role in user response. Brands need to consider their audio elements, in order to improve brand awareness, similar to creating a podcast.

If you align your video creations with other platforms, such as Facebook, your approach to TikTok should be different. Audio is an essential element that can greatly increase user response to your content. According to other TikTok stats:

  • 50% of users say that music makes TikTok content more classy, ​​energizing and engaging;
  • 88% of TikTok users say that audio is vital to their TikTok experience.

Sound, an important element of the brand

Your approach on TikTok should be completely different and aligned with the app’s organic content trends. If you want to succeed on TikTok, the best way to build the platform is to immerse yourself in the content posted on the platform.

With this in mind, three key questions should be asked when developing a comprehensive voice strategy:

  1. What are the voices of your brand?
  2. Is your brand leveraging sound strategically?
  3. How can your brand benefit from voice on TikTok?

The sound should be considered as a distinctive element of the brand as the visual elements.

For example, Singapore Airlines has unveiled its new audio brand, healthy identityin 2021. The Sound of Singapore Airlines collection includes ups and downs and lounge music, and is designed to accompany passengers at every stage of their journey.

TikTok outlines several ways you can research and develop your own style of voice branding.

  • Music It creates mood and rhythm. You can create completely new sounds, upload branded ones, or enable popular ones.
  • CapitalGuarantees Allow your video to be understood even by the hard of hearing
  • Narration It allows users to follow the events of a video or add a relevant audio commentary. After you film your shot in the TikTok app, you can add the narration by selecting the “Voiceover” option from the top-right menu.
  • directione How does sound travel on TikTok. Some start out as a simple voiceover, while others are shaped into a fancy recording studio. Check out the Discover page to see what’s popular right now.
  • sounds Parallel or amplify video actions. When you post a video with original audio, users will be able to use the same audio to create their own videos.

Finally, think about how the accompanying sounds or actions in your videos might entice users to participate and publish their own versions. A voice that spreads quickly can introduce your brand to a much wider audience.

Source: tik tok

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