TikTok is a ‘sound on’ environment, which is a shift for many marketers who’ve become accustomed to building for ‘sound off’ situations, in order to maximize their messaging to a broader range of people.

But according to TikTok, 88% of its users consider sound to be essential to the in-app experience, while 73% are more likely to stop and look at ads with audio, making it a key consideration for brand content campaigns.

And now, TikTok’s looking to help brands lean into audio experience, via an expansion of its marketing partner program, in order to facilitate custom music and effects to accompany promotions.