Brands can tap into this huge source of creativity and innovation by collaborating with established and influential TikTok-ers in fun ways. Kantar research shows that 61% of TikTok-ers like brands better when they create or participate in a trend on TikTok. There are more opportunities than ever for brand expression and the challenge for marketers is to maintain an engaging sonic experience Carpool ideas Take this video from Mercedes that includes a bespoke Mercedes track edited in line with the visual movements of the car tour. TikTok can be incredibly useful for this. In amongst all this change, there are more opportunities than ever for brand expression and the challenge for marketers is to maintain an engaging sonic experience. Yet, as the industry moves towards electric and autonomous vehicles, it is on course for a radical, sonic overhaul. Bentley, for example, is synonymous with luxury and refinement, whilst the sound of Ferrari is associated with sheer power and acceleration. The sound of electricĪs products, cars have traditionally been noisy the roaring sound of an engine, the squealing of brakes, the screeching of tyres-all can evoke feelings of speed, excitement, danger and thrill-seeking. What a great juxtaposition between this video where the visuals are edited in time with the fast beat to evoke excitement and technological innovation, compared to the more gentle, summery vibes here coupled with a funky beat. Mercedes likes to play around with different sounds and music depending on the mood it wants to evoke. Take this video by Subaru, a standard piece of content made far more engaging by the choice of track. Which is why, amidst rising fuel prices, sustainability concerns and a drive to more subscription-style ownership, TikTok can offer some much-needed escapism and an outlet for creative marketers to switch lanes and find more playful ways to connect using sound.įor brands to resonate on the platform, they need to build ads holistically with audio as a primary creative driver.įord has only posted seven videos on TikTok but already is showing good examples of capitalising on the trends in quick, engaging and effective ways. This is a far cry from traditional automotive TV advertising that seems to be engaging consumers less and less. A study by found that the likes of BMW and Mercedes are amassing millions of views for creative content and TikTok challenges that engage enthusiasts. The license to be playfulīelieve it or not, some of the best content on TikTok comes from automotive manufacturers. Couple that with 88% saying that sound is essential to the TikTok experience, and it becomes obvious that for brands to resonate on the platform, they need to build ads holistically with audio as a primary creative driver. In a Kantar study, 73% of respondents said they would ‘stop and look’ at ads on TikTok with audio, which is significantly higher than the rate on any other platform. ![]() For automotive brands, it’s become undeniable that TikTok offers unbelievable engagement opportunities and the ability to really be creative.
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