Can Brands Use Trending Sounds on TikTok?

TikTok is not just a social media platform; it’s a cultural movement. Brands that understand this capitalize on viral trends, and at the core of many of these trends are sounds—catchy music, popular soundbites, and sometimes bizarre noises that capture the imagination of millions. The big question: can brands use these trending sounds, and if so, how?

Why TikTok Sounds Are Important for Brands

Trending sounds are to TikTok what hashtags are to Twitter— they’re essential tools for discovery and virality. Brands looking to engage with audiences, especially younger demographics, know that authenticity is key. Trending sounds provide brands with a built-in cultural moment that they can leverage to appear relevant and timely.

However, using trending sounds isn’t as straightforward as it might seem. Some sounds are available for all users, while others are restricted due to licensing agreements. There’s also the issue of how the algorithm interacts with sounds—certain audios perform better due to how TikTok’s system pushes them forward.

Let’s break this down further:

Licensing and Copyright Restrictions

Not every trending sound is free for brands to use. TikTok offers two types of sounds: Commercial Sounds and General Sounds. The difference is significant:

1. Commercial Sounds: TikTok’s Commercial Music Library offers brands access to music that is free of copyright restrictions. Brands using these sounds won’t face any legal pushback.

2. General Sounds: These are user-uploaded audios or sounds tied to specific songs. If a sound falls under copyright protection, a brand might face legal consequences if they use it for advertising or monetized content. TikTok restricts these sounds to personal use, making them off-limits for business accounts.

Algorithm and Engagement

Using trending sounds can catapult a brand’s content into viral territory. However, the algorithm rewards content that aligns with the current trends. This means brands must constantly monitor which sounds are gaining traction.

One strategy many brands use is adapting existing trends by incorporating their product or message in a seamless and non-invasive way. It's not just about participating in a trend but doing so in a way that resonates with TikTok users.

Successful Brand Case Studies

1. Chipotle’s “Lid Flip” Challenge: Chipotle used a trending sound for their famous “lid flip” challenge, where customers flipped a Chipotle bowl lid to a catchy tune. This sound already had viral potential, and Chipotle's creative use of it led to massive engagement, generating millions of views. By staying true to TikTok’s playful nature, the campaign came off as authentic, which is crucial on a platform that heavily values genuineness.

2. The Washington Post: The Washington Post consistently uses trending sounds to create news-related TikToks. They’ve embraced TikTok’s format, making news delivery fun and relatable through trending sounds and memes. Their success is proof that even seemingly “serious” brands can adapt and thrive in the TikTok ecosystem.

Challenges of Using Trending Sounds

The legal grey area of using copyrighted sounds is the biggest hurdle. While TikTok's Commercial Music Library helps solve part of this problem, brands often face challenges navigating what is or isn’t allowed. Additionally, TikTok's sound trends change rapidly, which means brands need to be agile and adaptive. What’s trending today might be forgotten by tomorrow, so brands must constantly stay updated.

Moreover, brands using trending sounds need to be cautious of their audience. TikTok’s audience is highly attuned to authenticity, and anything that feels forced or purely promotional can lead to backlash. Misusing a sound or jumping on a trend too late can result in negative sentiment, which can harm a brand's reputation on the platform.

How Brands Can Effectively Use Trending Sounds

1. Stay within legal limits

Brands must be aware of copyright and licensing rules. Using TikTok’s Commercial Music Library ensures that they remain compliant while still being able to leverage music to enhance their content.

2. Don’t force it

Just because a sound is trending doesn’t mean it will work for every brand. The most successful TikTok campaigns happen when brands genuinely align with the tone and style of the trend.

3. Experiment and engage

One of the strengths of TikTok is its relatively low barrier to entry. Brands can experiment with different sounds, monitor how their audience reacts, and adjust accordingly. Engaging with users who interact with their content (through comments or duets) can also amplify a brand’s presence on the platform.

4. Collaborate with influencers

Many brands partner with influencers who already have a deep understanding of TikTok trends. Influencers can seamlessly integrate branded content into trending sounds, ensuring that the campaign feels organic. This method has been particularly effective for fashion, beauty, and lifestyle brands.

A Look at What Could Go Wrong

While success stories abound, there are also notable failures. Some brands attempt to ride trends without considering the tone or meaning behind a sound, resulting in content that feels out of place. For instance, when a funeral home tried to use a trending dance sound, it was met with backlash, as users felt the content was inappropriate given the context of the brand.

Another pitfall is over-promotional content. TikTok users value entertainment and creativity, and too much emphasis on the product or service can lead to decreased engagement. The key is to be subtle yet memorable.

Key Takeaways for Brands

1. Understand the rules around sound use. Ignoring licensing laws can result in legal complications, so it’s important for brands to familiarize themselves with TikTok’s policies.

2. Focus on authenticity. TikTok users crave authenticity, and brands that jump on trends without genuinely understanding or participating will struggle.

3. Use the Commercial Music Library. This ensures compliance while still allowing brands to leverage the platform’s audio-based culture.

4. Stay nimble. Trends move fast, so brands need to be quick on their feet and ready to adapt to the changing landscape of TikTok.

5. Learn from others. Looking at successful and unsuccessful case studies can provide valuable lessons.

In conclusion, TikTok’s sound-centric culture offers brands a powerful tool for engagement, but only if used correctly. Understanding the legal, cultural, and algorithmic aspects of trending sounds can help brands stand out while avoiding common pitfalls. Whether through creative campaigns, influencer collaborations, or simply staying current on trends, brands can successfully integrate themselves into the TikTok community by leveraging sounds in an authentic, impactful way.