How brands can use audio memes to connect with audiences on TikTok
As TikTok continues to dominate the social media landscape, audio memes are poised to play a significant role in shaping the future of brand marketing
To make an audio meme, it’s a simple matter of taking audio out of context and putting it into a different context, often for shock or humorous effect. The videos are so simple to make that the format took over TikTok in 2023 and was responsible for some of the year's biggest trends – see the many videos made with audio snippets from the Barbie movie, or the “Answer the Phone” trend made by recontextualizing lyrics from Harry Styles’ Grammy-nominated hit “As It Was.”
Regardless of the type of audio involved, audio memes offer brands a unique opportunity to break through the noise and connect with audiences on a more personal level. Here are some strategies:
Strategies for brands on TikTok
To effectively leverage audio memes, brands need to adopt a strategic approach that aligns with their identity and resonates with their target audience.
Trend integration
Regularly monitor TikTok trends and identify audio memes that align with your brand's message. Incorporate these trends into your content to stay current and engage with a broader audience.
Trend generation
Following trends has benefits, but being the one to start a trend brings cultural relevance that’s hard to capture. Be bold and don’t be afraid to experiment. There are many lyrics waiting to be memed, and many artists and creators waiting to see how their words can be interpreted.
Original sound creation
Consider creating your own audio meme to establish a unique brand identity. A distinctive sound can become synonymous with your brand and set you apart from competitors.
Collaborate with influencers
Partnering with TikTok influencers who are already immersed in audio trends can amplify your brand's reach and credibility. Influencers bring their authenticity and follower trust, providing a genuine connection between your brand and their audience.
Interactive campaigns
Develop interactive campaigns that encourage user participation. Create challenges or contests using popular audio memes to drive engagement and foster a sense of community around your brand.
Common pitfalls for brands
It’s equally important to avoid the common pitfalls brands can find themselves in if not careful. They include:
Authenticity
The best audio meme to participate in is not necessarily the most popular one. Rather, be sure to find a meme that fits your brand voice, image, and audience. By all means, engage in TikTok. After all, a 2021 TikTok survey found that 67% of users say they feel closer to brands they see on TikTok. But that’s mostly true when brands publish authentic, human, and unpolished content.
For instance, with music memes, brands tend to focus on those with well-known and recognizable songs. That’s fine, but remember any lyric, dance, or song can be a meme, so there’s no harm in exploring opportunities with lesser-known artists if it’s a better brand fit.
Speed
TikTok trends come and go extremely fast. While a small handful may continue for months, most last only seven to 10 days. That means you have to be quick with identifying the right memes to follow, and do so quickly. Otherwise it’ll come off “so two weeks ago” and wind up doing more harm than good.
An effective way to avoid being late to the party is to start your own meme. One good example is L'Oreal which worked with DJ Casper to re-record his iconic "Cha-Cha Slide" as a step-by-step skincare routine, resulting in the #skincarechacha challenge,
Rights
Creators have more leeway to use music and other copyrighted material than brands. That’s particularly important to note with music memes, many of which turn recorded music into a remix or a mashup of a major pop song. Just because other TikTokers are using that sound in their audio meme, it doesn’t mean a brand can do the same without licensing the backend track. In this case, audio memes are no different from any other form of branded social content. The rule of thumb remains the same: if it contains music, permission from the copyright owner is required.