To reach young consumers, more brands are making original audios for TikTok. 

To reach young consumers, more brands are making original audios for TikTok. TikTok has been a major driver for music discovery, bringing back old hits, and inspiring viral trends. More brands are “bringing iconic, recognizable songs and jingles to TikTok; partnering with creators around their own songs, some of which are inspired by brands; or teaming with creators on original songs.” YPulse research shows that Gen Z and Millennials actually like when brands participate in viral trends and make content that blends in with their feed; but more are creating their own original songs and trying to (inorganically) make them trend. Recently we’ve seen this with “Static,” McDonald’s Sprite inspired song with TisaKorean, and this month, Pizza Hut is tapping Jon Moss and Trident is tapping Chlöe Bailey for promotional songs. (Marketing Dive)