Engaging the TikTok community without breaking the bank on hot, trending songs.

To stand out as a brand on TikTok, you need to fit in. Participation in trends is the key to a brand's success on the platform. Traditional advertising is out, and native content that references and builds upon existing trends is in.

For brands, latching onto trends may seem impossible when copyrighted music is taken off the table. How do you show you understand the TikTok community without access to the platform's hottest trending songs? Keep reading.

Three Types of TikTok Trends

1. Music Trends: these are off-limits to brands.

Music is everywhere. When people think of TikTok, they think of these trends. And while everyday users can pull from a huge catalog of popular, copyrighted songs to enhance their content, brands cannot.

According to TikTok's rules, brand accounts are limited to the use of the platform's "Commercial Music Library" where you'll find songs that are rarely ever trending. This means when it comes to using this type of trend, brands are largely left behind. (Note: watch out for popular songs uploaded by everyday users. These were uploaded illegally and are still copyrighted, making them off-limits.)

So what happens if a brand ignores the rules and uses copyrighted music? TikTok removes videos that violate their terms of service. However, brands could face legal consequences, too. This was the case recently with Bang Energy, who used copyrighted music in ads without permission. Universal, Sony, and Warner Bros sued Bang after the brand continued to use their music in content, even after receiving cease and desist notices.

2. Non-Music Trends: brands can get around music trends by using this.

The other major trend that's quintessentially TikTok can be categorized as "non-music sounds.". These trends don't pull from music. Instead, they rely on repurposing found audio.

Repurpose Ordinary Sounds

One popular tactic is recycling the audio track of other creators' TikTok content. According to the TikTok terms of service, when creators post content onto the platform, they authorize other users to "view, use, reproduce and make derivative works of" that content. This means any trending (non-copyrighted music) sound another user creates is fair game to repurpose as a brand.

Take last year's inescapable "Corn Kid" audio. In the famous clip he says "I can't imagine a more beautiful thing". Completely removed from its original context, it's now a sound that applies to very cute or precious things.

Trending Pop Culture Sounds

Another popular non-music trend incorporates clips from pop culture. Famous or long-forgotten internet clips and soundbites from various memorable moments are all tools for a brand's TikTok toolbox.

Using these lets you flex your meme knowledge and prove you're plugged into internet culture. If you want to reveal something that feels off, use Wendy Williams saying, "What was that?" or if you're looking to point out the repetitive nature of a task, use Cardi B talking about 'How hard she's been working".

Trending Mashup Songs

Creators sometimes create their own remixed sounds. Using music, ordinary sounds, or a mix of both, they spark a new trending sound.

Let's look again at last year's inescapable "Corn Kid" sound. The content was also transformed into a song so catchy that it was stuck in your head for days. Another creator combined Ice Spice's trendy song 'In Ha Mood'' with Nicki Minaji's 'Check it Out' to create this trendy remix.

This trend comes with a warning: these sounds sometimes include copyrighted music. The music is manipulated and transformed into a new work, but they still carry some risk.

3. General Trends: brands can safely participate here.

There are a few trends specific to TikTok that have nothing to do with audio. They center around other popular themes, styles, and storytelling techniques.

Trending Features

A popular classic is the greenscreen and all of its variations. The just eyes and mouth" greenscreen is a great way to retain anonymity as a brand but still embody a character. These face-modifying filters are found everywhere on the platform. The newest beauty filter is "bold glamour," which is changing the game because of how realistic it looks.

Sometimes, users create their own CGI filters that fuel popular content. Various characters dance in your living space or show up if you film the sky. Take the 'Cat in the sky' filter that Clancy's Auto Body used earlier this year to launch their TikTok page. (Spoiler alert: it was an instant success).

Trending Behaviors

TikTok videos have a unique look and feel to them. Mimicking certain trendy mannerisms in your brand's content can help you fit in seamlessly with the community. Hold up a piece of clothing in front of you, and jump cut to it on your body, or swipe your hand over the camera before cutting to the finished product for a dramatic transition. GRWM (Get Ready With Me) videos that show the camera each piece of clothing in an outfit is another TikTok staple.

Voice Filters

Last year TikTok voice effects gained popularity as a new way to add humor to ordinary storytime content. These effects autotune the creator's voice into something totally different and can be found all over the platform. They also add a level of privacy to your team when creating content.

TLDR

When music is the bread and butter of the platform, success may seem daunting. But your brand doesn't need copyrighted music to fit in on TikTok. Referencing and building upon existing non-music trends is a great way to showcase knowledge of the platform. Try using trending native features, mimicking popular behaviors, repurposing non-music sounds, or using voice filters. These techniques will prove that your brand "gets it" and show off your understanding of the community.

—Emily Michka, Social Strategist @ space150