TikTok : A primer for brands

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Playing with sound. The platform’s editing tools and advanced filters enable creativity by default, but a unique edge is the capacity to add sound from a massive library of both approved music and user created recordings. After a video is posted, any user can rip the audio, re create the parody, and throw it back into the TikTok surroundings until the joke is dead. Similar to the way hashtags work to find out content, users can search for a song or sound to see the long-established content and all other videos it seems in.

Sound on the platform conjures up music video spoofs, funny lip dubs, dance workouts, and more.

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