Music Clickability: Drive Virality through TikTok Ads

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Arnavi Mehta

Ad Operations Specialist at Wavo

 
 

Wavo Blog: This series shares information that’s most relevant to music marketers around the globe.

“TikTok’s Music Clickability is a promising feature in terms of both awareness and engagement.”

Context

TikTok’s ability to boost songs and artists into virality has made the platform an integral component in promotional strategies. Think about the songs in countless viral dance challenge videos that perform well on the charts after circulating on TikTok. From a digital advertising perspective, how do we go beyond raising awareness for the music and begin to harness TikTok’s potential for driving viral momentum?

TikTok’s Music Clickability is a promising feature in terms of both awareness and engagement. Users can identify the music while in the ad, click-through to a song page where they can browse through content that has also used the same song, and are prompted to interact with the music by using it for their own content.

SEE THE TEXT ON THE BOTTOM RIGHT FOR INFORMATION REGARDING TIKTOK MUSIC CLICKABILITY FOR SPARK ADS.

Awareness

Music Clickability is a function available for user-generated content (UGC) as well as promoted organic videos. Sound information is featured at the bottom of the screen and clicking there leads into a sound page that showcases all videos made with the same sound bite. For advertisers, awareness can be realized through the Music Click Rate metrics. At Wavo we initially ran 7 TikTok campaigns utilizing Music Clickability and saw an average Music Click Rate of 0.2%. In terms of limitations, some of the campaigns in the test drove to both the sound page and the song DSP. However, providing clear messaging in the video or caption to use the sound will likely increase the Music Click Rate.

Engagement

The Sound Usage Clicks is another important metric that helps advertisers guage the popularity of a sound bite. This metric measures the number of clicks on the ‘Use This Sound’ button, providing an idea as to how many users are creatively engaging with the song. With native content, driving 48% more 6-second views than visuals produced for advertising purposes only, and music clickability enabled, we can reliably expect an increased brand lift.

“Virality and meaningful engagement is facilitated by making it easier for users to feature the advertised sound in their own TikTok content. ”

Key Takeaways

  1. Music Clickability makes ads look more native, thereby encouraging song awareness and a longer watch-time. 

  2. By clicking into a song page, users can check out other creators’ videos and how they used the song, facilitating creative engagement with the music.

  3. Virality and meaningful engagement is facilitated by making it easier for users to feature the advertised sound in their own TikTok content. 

  4. Based on the objective of the campaign i.e increased awareness or engagement, stick to relying on the music sound for early awareness (pre-save campaigns). A URL that drives to a DSP can be added when we want to convert engagement into streams.

Written by Arnavi Mehta, Ad Operations Specialist at Wavo

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