TikTok’s New Audio Catalog Caters to Brands on a Budget

The platform is addressing content barriers for small businesses

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As consumers become increasingly supportive of brand underdogs and TikTok small businesses boom, the platform is playing into this evolving allegiance and refreshing its historic facilitation of unexpected virality and account discovery. 

As an audio-first platform that rewards users who creatively adopt viral sounds, TikTok is nurturing small businesses by expediting their creative processes and boosting their shot at virality. In its partnership with Elias Audio Branding, a subsidiary of Universal Production Music, the platform has crafted 10 custom sounds that include a combination of music, voice overs and directional cues that can be used in organic and paid content.



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