WITH TikTok’s surge in popularity, sound has become an essential for social networks. So much so that many artists have found success through the app’s trending videos. Recent research shows the impact of these “trends” in music and culture and how user behavior can have a measurable impact in these areas.
Sound is definitely one of TikTok’s key assets. A study conducted by MRC Data and Flamingo, two independent groups, commissioned by TikTok, showed how receptive users were to sound and discovery.
Regarding sound and music, 75 per cent of users said they have discovered new artists through TikTok, and 63 per cent said they listened to new music they had never heard before. Significant results that confirm how the Chinese social network is a springboard for artists, as confirmed by the success of Olivia Rodrigo and Lil Nas X with his song “Montero (Call Me By Your Name)” that have been buzzing on the platform. Sixty-seven per cent of users even stated that they are more likely to search for a song on streaming music platforms after hearing it on TikTok.
While music is important to users, it is also important for the brands on the platform. Sixty-eight percent of users revealed that they remember a brand if it used a song they like for their TikTok posts, and 58 per cent indicated that they have a better connection with the brand in such cases. As much as 62 per cent said they were even willing to find out more about the brand and 58 per cent felt more inclined to share the ad or tell people about it.