Music is a key part of the TikTok experience, with many of the platform’s viral trends coming in response to songs and audio clips, which users then remix, re-purpose and reimagine in their own creative ways.

And according to TikTok’s latest research report, audio is also a key component of brand promotions, with TikTok users being more receptive to sound elements within ads than they are on other platforms.

As explained by TikTok: 

“We knew that the fundamental nature of audio on TikTok was helping to drive our record-high engagement rates. But we wanted to understand why. So we partnered with Kantar to learn more about the impact of sound on digital advertising.”