MassiveMusic, an international creative music agency and TikTok partner, partnered with Kantar to track the performance of TikTok’s new sonic logo across eight key markets encompassing over 9,000 consumers following the launch of the social media’s sonic identity in late 2022.
The findings show that the new sonic identity has significantly increased brand awareness and affinity.
73% of respondents associated TikTok’s sonic logo with positive emotions, with the strongest emotional associations being ‘unique,’ ‘entertaining,’ and ‘welcoming.’
Furthermore, the global study revealed a recognizability rate of 52%, which is 40% higher than the average for a new sonic logo.
According to a recent sonic brand tracking report, TikTok’s new sonic identity is one of the year’s most recognized sonic logos, with 70% recognition among a pool of over 130 sonic logos from major US brands.
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