TikTok’s brand partners can now use audio clips recorded by prominent creators

TikTok is packaging its creators’ quotable lines as prerecorded soundbites for brands. The video app has added Voice Clips from six influential channels to its Sounds for Business library.

The participating creators —  Anania, Matt Buechele, Devin Halbal, Good Children, Sani Sisters, and Very Gay Paint — recorded lines that small businesses can use to draw more attention to their paid campaigns and other branded videos. The clips are pre-cleared, so anyone who uses Sounds for Business library can deploy the influencer audio without getting additional permissions.

“Our start on TikTok came from finding the right sound that inspired the right video,” the Sani Sisters said in a video discussing their audio recordings. “Use these voice clips to spotlight new products, engage with new audiences, or connect with your community.”

TikTok hopes that its brand partners will be able to better ingratiate themselves into the app’s community by employing the audio snippets that have become integral to its culture. TikTok cited research that found that 88% of its users

feel that audio is integral to the platform’s experience, while 73% of users said that sound prompts them to “stop and look” at an ad, thus increasing watch time.

Brands that want to take advantage of those consumer trends can make use of Spark ads, the TikTok format that repurposes viral content for use in paid campaigns. And advertisers that aren’t interested in the 18 creator-recorded audio clips can find plenty of other sounds in TikTok’s Commercial Music Library. The ByteDance-owned hub is giving its partners the tools they need to pop up on the For You Page; now it’s up to the brands to do the rest.