Audio success stories in 2022: TikTok and the podcast

2022 was a record year for podcasts and, above all, for the audio sector, and the TikTok social network is also shattering all records!In France, TikTok registers 19.5 million users every month and represents almost two-thirds of the social network advertising market.The Île-de-France region still accounts for 42% of listening in France, but towns with fewer than 100,000 inhabitants are increasing their podcast consumption, and now account for 34.1% of listening.Spotify, meanwhile, has invested billions of dollars in the audio content sector, while the social networks have almost all moved into audio.If you're interested in the evolution of audio in 2022 and the arrival of TikTok on the market, read on!

TikTok is an audio platform

Audio to boost brand engagement

Like many people, you're probably thinking that TikTok, the Chinese competitor to Instagram and YouTube, is a social network specializing in video, and in a way you'd be right. But the statistics show otherwise: 9 out of 10 users consider sound to be essential to the TikTok experience. When you think about it, this shouldn't come as a surprise: when was the last time you saw a TikTok video without any background sound, without any film dubbing, without any music to choreograph to?

source: Influence MarketingHub

Audio to boost advertising success

When we think of advertising, we think of slogans and logos...Yet the latest research from TikTok claims that brand linkage and recall increase 8 times more when distinctive brand sounds are exploited in ads.

source: TikTok for Business

Even better,

• Over 70% of TikTok users said they would watch ads on TikTok with audio.
• TikTok users describe the sound on TikTok as almost double the fun compared to other platforms.

Like it or not, TikTok's sounds are an integral part of the platform's operation. If you remove the audio, virtually all the content will lose its meaning, so to develop your brand, consider using this feature to its full potential.

TikTok, soon on the podcast market?

Podcast and social networking: the perfect match?

It's no secret that the arrival of Clubhouse during the confinement period shook up the social networking market, and that all platforms, after having neglected it, have realized the potential of audio. And after Twitter, Reddit, LinkedIn and YouTube, we have good reason to believe that TikTok will be next on the list.

Why would TikTok want to enter the podcast market?

Diversify your advertising revenues

The crisis is in full swing, but not for social networks. Nevertheless, by early 2023, TikTok, like all other platforms, can expect to see a drop in budgets. Diversify and increase advertising revenues! And as Spotify has proven, podcasts are an excellent way of achieving this.

Continue to appeal to your target audience

ByteDance, TikTok's parent company, is looking to strengthen ties with its core target audience, which is a good thing, since all the studies show that more than a third of French and American 18-24 year-olds listen to music at least once a week(Spotify Culture Next report).

Avner UZAN