Music is fundamental to the TikTok experience. Find out what brand owners can learn from TikTokers to better reach and engage their audiences through music.

TikTok has revolutionised social media and Kantar’s Media Reactions 2022 study shows it is the second most preferred digital channel amongst consumers – and the fourth for marketers.

Music conveys strong emotions and is a key way TikTokers engage with their audiences emotionally through content. So, what can brand owners learn from this? How can they resonate with their audiences more effectively through music on TikTok?