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TikTok’s Trojan Horse Strategy

Shownote

When TikTok videos started to go viral on Instagram and Reddit, TikTok turned to professional sound designers to protect their content. More and more companies are paying to develop a “sonic identity” – a series of sounds, songs, and micro-jingles to help...

Highlights

In an era where digital content spreads rapidly across platforms, one sound has managed to cut through the noise and embed itself into global consciousness. This is the story of how a simple audio cue became a cornerstone of brand identity in the social media age.
08:56
Over 2,000 sound iterations were tested to find TikTok's signature sonic logo
14:44
The E major 7th chord was chosen over E major because it tested as more appealing and less childish
21:31
Over 50% of people recognized TikTok's sonic logo within three months of launch
24:39
Over 50% of people recognized TikTok's sonic logo within three months of launch

Chapters

How did a single sound become TikTok’s secret weapon for brand survival?
00:00
Why did TikTok need a sonic identity to grow—and who did they trust to build it?
05:43
What makes the ‘boom bling’ sound so instantly recognizable and emotionally resonant?
11:53
Was the viral spread of TikTok’s sound organic—or carefully orchestrated from the start?
18:00
How did TikTok’s audio experiment change the way brands speak to us—even when they’re not speaking at all?
24:39

Transcript

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