Expanding TikTok Marketing Partners Program to Enhance Brand Engagement

TikTok is expanding its TikTok Marketing Partners program to help brands of all sizes leverage music and sound on the platform. The platform's "sound-on" nature has allowed brands to engage with audiences in unique ways, from incorporating trending sounds into their content to creating custom jingles for the TikTok community to co-create with.

To make it easier for brands to utilize music and sound on TikTok, the platform is introducing six certified Sound Partners who can assist brands in developing sound-on strategies. These partners specialize in two sub-specialties: Custom Sound and Subscription Sound. Custom Sound partners create bespoke tracks that inspire community participation and excitement around Hashtag Challenges and campaigns. Subscription Sound partners offer flexible music offerings through licensing plans, allowing brands to develop always-on strategies for TikTok.

The introduction of sound on TikTok has brought a new storytelling dynamic for brands. According to a study, a majority of TikTokers prefer content from brands that feature original sounds, and they remember brands better when they use songs they like in their videos. The Sound Partners announced today offer solutions in two sub-specialties: Custom Sound and Subscription Sound. These partners can support various campaign objectives, such as building a sonic brand identity or developing an evergreen content strategy for TikTok.

By using music and sound on TikTok, brands can showcase a different side of their personality and convey their message in a unique way. For example, ASOS, a British online fashion retailer, used a catchy track produced by TikTok Sound Partner KARM for their #AySauceChallenge. This campaign generated over 1.2 billion video views, with thousands of users participating. ASOS also saw a 25% increase in aided brand awareness.

Melissa Yang, Head of Ecosystems at TikTok, emphasizes the importance of embracing music and sound to authentically connect with the TikTok community. The new Sound Partners offer proven strategies for brands of all sizes, providing scalable options to tap into the power of sound on TikTok.

TikTok is excited to see how brands will creatively engage with sound and music through their Sound Partners. Marketers can visit the TikTok Marketing Partners website and directory to learn more or connect with these partners.

In summary, TikTok recognizes the significance of music and sound in its platform and is expanding its partnerships to help brands effectively utilize these elements. The Sound Partners offer tailored solutions for brands to create engaging content and build a strong presence on TikTok.