Sound is an essential element of TikTok, and it plays a crucial role in the effectiveness of TikTok ads. According to TikTok, 93% of its users spend time on the platform with sound on^9, which makes sound a powerful tool for capturing attention.
Music is the most widely-used audio in TikTok ads, with 3 in 5 ads (63%) including at least one music element.
Voiceovers are less common, featured in only 39% of ads.
Text-to-speech is used, but even less common, seen in 20% of analyzed ads.
Here are some of the key reasons why sound is so important for advertisers on TikTok:
- Captures attention: The captivating and often viral nature of TikTok sounds immediately grabs viewers' attention, drawing them into the ad and increasing the likelihood of engaging with it.
- Elicits emotions: Sound can evoke a wide range of emotions, from joy and excitement to humor and intrigue, which can resonate with viewers on a deeper level and make the ad more memorable.
- Enhances brand recall: Sound can create strong associations with a brand, making it more likely that viewers will remember the ad and the brand associated with it.
- Drives action: Sound can encourage viewers to take action, whether it's visiting a website, making a purchase, or simply learning more about the brand.
Sound Strategies for TikTok Ads
Advertisers can leverage the power of sound in TikTok ads by following these strategies:
- Use trending sounds: Incorporating trending or popular sounds can increase the visibility and reach of the ad, as users are more likely to engage with content that features sounds they recognize.
- Create original sounds: Developing original and catchy sounds can set the ad apart from others and make it more memorable.
- Match sound to the ad's message: Ensure that the sound aligns with the overall message and tone of the ad, creating a cohesive and engaging experience for viewers.
- Utilize different sound effects: Employ a variety of sound effects, such as voiceovers, music, and sound design elements, to enhance the storytelling and emotional impact of the ad.
- Optimize sound for all devices: Ensure that the ad's sound is optimized for different playback environments, including smartphones, tablets, and computers, to provide a consistent listening experience.
By incorporating sound effectively into their TikTok ads, advertisers can capture attention, evoke emotions, enhance brand recall, and drive action, ultimately achieving their marketing goals.