From the unforgettable "Oh No" to the catchy "Jiggle Jiggle," 88% of TikTok users said sound is essential to the TikTok experience. Inspired by the diverse array of music and sounds discovered and created on our platform, we collaborated with international creative music agency MassiveMusic, a company by Songtradr, to develop a unique sonic identity that embodies the sound of our global community and creative democracy at its core.
Creating the sound of TikTok
At TikTok, we're constantly looking for ways to enhance the experience of our global community, and this includes harnessing the power of sound. As over 1 billion people around the world continue to turn to TikTok to be inspired, entertained and connect with one another, we wanted our sonic identity to reflect a similar experience. That's why we created a simple two-beat onomatopoeic sonic logo with a melodic twist which evokes inspiration, authenticity and a sense of belonging.
Let's break down the sonic logo's roots:
- Creativity: A sound that fuels creativity at every step of creation and celebrates TikTok's musical heritage. With a sub-bass sound nodding to music popularized on the platform and a distinctive ascending melody, the sonic logo has been designed to entertain our community and encourage a diverse array of content and remixes.
- Community: A sound that transcends generations, reinforcing TikTok's position as an inclusive and safe space. It's a sound that celebrates authenticity, and isn't restricted by genre or culture.
- Entertainment: A unique and joyous sound that represents TikTok as a place where entertainment, creativity and discovery knows no bounds.
A recent global study conducted by Kantar shows that the sound of TikTok has helped reinforce brand awareness and affinity among our community, performing higher than average industry benchmarks. 73% of the respondents associated TikTok's sonic logo with positive emotions, with "unique", "entertaining" and "welcoming" being the strongest emotional associations, while 52% of participants, made up of both TikTok users and non-users, already recognize TikTok's sonic logo. Out of all markets surveyed, our community in Brazil have shown the highest sonic awareness (over 70%) and positive emotional association with the sound.
According to a recent sonic brand tracking report*, our sonic identity is one of the most recognized sonic logos this year, with TikTok garnering 70% recognition out of over 130 sonic logos from major brands across the US.
Celebrating and inspiring our community with our unique sound
Our sonic identity has been celebrating and inspiring our community, as it continues to be heard on TikTok and beyond. The sonic identity track and sonic stickers are available in-app, giving creators an opportunity to experiment with TikTok's sonic identity and make it their own, similar to how they use music and filters to bring their stories to life on our platform. Our sonic DNA track serves as the soundtrack to TikTok videos around the world, with most video creations coming from the United States, Brazil, Philippines, Bangladesh and Egypt.
At TikTok, we are always looking for unique ways to empower creative expression and authentic connection. We can't wait to see the many unique ways our sonic identity will inspire and bring our global community closer together.
*The SoundOut Audio Branding Index 2023 analyzed responses from over 30,000 consumers to rank each on appeal, recall, propensity to buy, recognition, attribution, 200+ brand attributes, archetypes and BrandMatch, among over 130 sonic logos from major brands across the US.