Embracing the Sound-First Revolution: A New Era for Marketing
By: Sumedh Gaikwad, Digital Performance Director, UM UAE
In the rapidly evolving digital landscape, brands are constantly seeking innovative ways to break through the noise and forge deeper connections with their audiences. While visuals have long dominated the marketing playbook, sound has quietly emerged as a critical force for connection and impact.
From its muted beginnings to today’s sound-first innovation, platforms are increasingly tapping into audio to meet audiences’ growing appetite for richer, more immersive experiences. In MENA region, where cultural depth and digital progress intersect, this shift is taking shape in particularly powerful ways,
Sound: A Timeless Force with Modern Relevance
Sound is not merely an accessory to visual content; it is a fundamental element of storytelling that enriches the consumer experience. From the catchy jingles that linger in our minds to the emotional soundtracks that elevate narratives, the impact of sound is profound. Yet, in the age of digital content, the potential of sound often goes underutilized.
As per a Kantar study in 2023, 76% of brands with a distinct sonic identity outperform competitors in recognition and emotional recall, and ads with audio are 138% more effective, delivering deeper resonance and stronger engagement.
Sound is no longer an optional enhancement—it’s a strategic necessity for brands striving to cut through the noise and foster meaningful connections in today’s saturated market.
The Sound-First Era: Redefining Industry Standards
The shift to sound-first marketing isn’t just a technical evolution; it’s a transformation in how platforms and brands approach consumer engagement. TikTok exemplifies this transformation, as the main sound on entertainment platform.
Unlike music streaming platforms, TikTok is an end-to-end entertainment platform that seamlessly integrates audio and visual elements, delivering on KPIs across the funnel, where sound sits at the core of the platform.
Built with sound embedded in its DNA, TikTok has redefined content engagement. Viral audio trends not only influence purchases but also create cultural moments that ripple far beyond the app.
- 55% of TikTok users engage with branded, sound-driven content.
- 1 in 5 clicks “shop now” after hearing a sound-on ad.
- Users who got served sound on content on TikTok are 1.2x more likely to making physical store purchases.
- Users are 21% more likely to replay videos when sound is integral.
In MENA, TikTok’s sound-first approach resonates deeply across audiences of all ages, particularly younger segments, making it a key arena for brands to connect and stand out.
This success has transformed TikTok from a mere platform into a cultural catalyst, becoming the go-to channel for music labels, podcast networks, and audio streaming services to amplify their reach and deepen audience engagement.
The platform’s impact on regional digital culture isn’t just significant—it’s transformative, establishing sound as a cornerstone of modern digital engagement rather than just another marketing tool.
Harnessing the Potential of Sonic Branding
Despite the compelling evidence supporting sound’s influence, a global survey from IPSOS reveals that only 8% of advertisements leverage unique sonic branding. This signals a missed opportunity for brands to capitalize on the potential of audio in enhancing communication and engagement.
These TikTok success stories exemplify the platform’s best sound-on strategies, highlighting the powerful role of sound in brand storytelling.
- Johnson & Johnson’s Baby Care Campaign: UM orchestrated an emotionally resonant campaign using a lullaby-like melody that underscored the brand’s promise of gentle care, boosting brand recall by 30% in key markets.
- Spotify Wrapped Campaign: In collaboration with UM, Spotify used hyper-personalized audio ads highlighting individual listening habits. The ads were served on TikTok leveraging the sound on feature on the platform where Spotify’s high value audience won’t miss the ads. This approach delivered a 60% lift in user engagement and reinforced Spotify’s position as a culturally attuned brand.
The takeaway? Sound isn’t just a complement—it’s a core identity that helps brands leave a lasting impression on consumers’ minds!
Future Trends in Sound Marketing: What’s Next for MENA Brands
Looking ahead, emerging technologies are poised to elevate sound marketing even further:
- Spatial Audio: Revolutionizing gaming, virtual reality, and live streaming with immersive soundscapes.
- AI-Powered Personalization: TikTok offers audio content tailored to moods and contexts.
- Voice Branding: As smart speakers gain traction, brands need sonic identities that resonate in everyday interactions.
The Time for Sound is Now: Let your Brand be Heard
In the MENA region, the convergence of cultural richness and technological advancement presents unparalleled opportunities for brands willing to embrace the sound-on era. From TikTok trends to personalized streaming experiences, sound elevates storytelling and enhances overall engagement – offering a direct line to consumers’ emotions.
The imperative is clear: embrace the power of sound or risk being drowned out. It’s time to let your brand be heard—not just seen.
Sources
TikTok Marketing Science MENA, Beyond Moment – Always-On Tracker, conducted by IPSOS, 2023
Brand Lift Study
Brand Health
