Searching for TikTok Success? Keep KARM and Carry on

In the world of digital advertising, TikTok occupies a space all of its own. Research from Kantar shows that TikTok’s ‘sound-on’ approach invariably delivers better results for brands than other platforms (even, interestingly, when those other platforms have their sound turned on). As a result, it’s no surprise to see that the art of sound on TikTok is a high-priority topic for brands right now. And it’s one to which KARM finds itself perfectly placed to contribute.

Created, in its own words, ‘for generation TikTok’, KARM has spent the past two years creating perfectly-calibrated sound which is designed to stop the scroll. And its work is paying dividends for brands - according to the same Kantar report, 73% of those polled said they would "stop and look" at ads on TikTok with audio. 

KARM has lent its sonic craftsmanship to viral TikTok campaigns including ASOS’ ‘Ay Sauce’ and Garnier’s ‘Sheet Mask Moment’ alongside work for brands including Nike, Converse, and L’Oreal. It wasn’t long after the company began life that KARM became an official sound partner of TikTok itself. 

Behind KARM’s success has been an instinctive understanding of how audio on TikTok carries a unique ability to inspire interaction and engagement. To find out more about the company - and discover the secrets behind TikTok success - LBB spoke with Xander. 

Above: The now-famous ‘Ay Sauce’ campaign began life as a brief from ASOS asking how they could teach more people to pronounce their name correctly. 

TikTok… BOOM

“I think it’s fair to say that the platform has changed how we experience and interact with music as a culture”, suggests Xander. “When TikTok was kicking off in the spring of 2020 there was a definite sound associated with it, based around sub-bass, hip-hop, and rap vibes. But at this point the amount of different styles which have gone viral is vast”. 

But despite the stylistic diversity, is there a formula for the kind of music which can spark into a viral sensation on the platform? “We’ve seen that any kind of music can go viral if it has that special something, whether that’s tracks by up and coming artists, well established artists, or even bringing back classics from the older artists”, explains Xander. “As it’s a sound-on platform, users have new tracks put in front of them with every scroll. As a result, it’s a great way of engaging with music”. 

And yet amidst the enormous potential, there are some habits which marketers are best to avoid. Whilst there’s no denying that TikTok users represent an engaged audience, brands are advised not to test their patience. “For sure it’s a place where brands can get creative and experimental - in fact we strongly encourage them to do so”, says Xander. “But TikTok users crave authenticity and don’t generally like to be ‘oversold’ on the platform. They prefer to interact with a fun track, challenge, or filter - and that’s what sets it apart”. 

It’s precisely that element of creative spontaneity which sets such a different tone for TikTok in comparison to other social platforms. And, notes, Xander, it’s also why the platform has proven so compelling for brands who prioritise audio. “Unlike Instagram, for example, TikTok users listen to everything with sound on and sound is super important to the engagement of what they’re creating”, he says. “With that in mind there are lots of things to consider when we create a track for a campaign creative. One example is that we always include interaction points or beat drops so that the creator has key moments to play with and switch up their content, which in turn keeps engagement high. Lyrics to lip sync to is another winner -  they keep users engaged and give them something to work with when they’re filming their own TikToks”. 

It’s precisely in this space that KARM has found its home. Against a backdrop of music libraries, the bespoke and tailored audio the company specialises in has the potential to elevate an ad from forgettable to viral. “Library music is all good and definitely has its place, but it can be quite generic”, says Xander. “Our clients can be confident that the track we create for them is built from scratch, completely bespoke, and is customisable to hit all of their creative needs. We also work with extremely talented producers and real artists so they have access to some amazing talent, too. All of this ensures the track is super high end with great character and personality - you can’t really compete with that!”. 

Above: On Garnier’s ‘Face Mask Moment’ campaign, Xander observes “it’s funny how you can make putting on a face mask seem so fun and great. That’s TikTok life, I guess”. 

Striking A Different Note?

One of the most interesting things about KARM’s early success with TikTok is what it tells us about the changing culture of music. In addition to the company’s work with the social media platform, KARM also produces music for TV and other channels. And yet despite the distinctive characteristics of TikTok, KARM’s musical methodology doesn’t change as much as one might think.

“We don’t tend to change our approach depending on where a song is going to live”, he explains. “We find that the tracks we’re creating for TikTok and socials are in keeping with current trends - they are generally pretty fun, playful and bold - and people come to us for that playfulness so our approach very much stays the same. We just want to make sure we’re creating great tracks and so as long as we’re hitting the creative brief it will work wherever it’s played out”.

Inevitably, TikTok’s rapid rise in the social media category has led to cultural shifts to which brands have been forced to adapt. But now, a new cultural norm has arrived where there is a clear path to success for brands. After all, KARM will always follow the storm.