Once upon a time, brands fought for thumb-stopping visuals. Today, it’s all about audio trends.
As social platforms evolve, sound has become one of the most powerful storytelling tools available to brands. What started with TikTok has quickly spread across Instagram Reels and YouTube Shorts, creating a shift from silent scrolling to a sound-on experience — and it’s changing how brands connect with their audiences.
The Rise of Audio-First Content
TikTok deserves most of the credit for turning sound into strategy. Almost every viral moment on the platform is built around an audio trend — a snippet of music, a remix, a voiceover — that creators interpret and adapt in their own way.
According to TikTok Marketing Science, around 80% of users say sound plays an essential role in their experience. It drives emotion, memory and engagement in a way static visuals simply can’t. And as users migrate this behaviour across other platforms, the expectation for brands to ‘get’ sound has never been higher.
Instagram, once a silent scroll zone, now depends on trending audio to reach new audiences. Meanwhile, YouTube Shorts and even Pinterest video pins are embracing audio-led storytelling. It’s clear that sound is no longer background noise — it’s the backbone of social creativity.
From Audio Trends to Brand Identity
The most recognisable brands have long recognised the power of sound in building identity. McDonald’s unmistakable “ba da ba ba baa” and Netflix’s iconic “ta-dum” are perfect examples — crafted with precision to create an instant connection.
We’re now seeing smaller brands experiment with their own “audio fingerprints” too, using consistent voiceovers, tones or musical cues across their content. In a feed where everyone’s competing for attention, a familiar sound can be just as powerful as a logo.
For brands, sound has become a form of cultural currency. From Duolingo’s witty use of viral audio to Ryanair’s tongue-in-cheek edits, many are embracing the lo-fi, reactive world of trending sounds to show personality and humour on social media — earning particular credibility and loyalty among Gen Z, TikTok’s most active audience.
The Shift from Visual to Multisensory Storytelling
The way we experience content is becoming increasingly multisensory. Great content today balances the visual with the audible — and accessibility plays an important role too. Subtitles, captions and descriptive text help ensure those who can’t (or choose not to) listen still understand the full story.
For creative teams, this means sound should be part of the concepting process from day one, not an afterthought added at the edit stage.
What Audio Trends Mean for PR and Brand Storytelling
For PR professionals and marketers, audio trends present a fresh opportunity to tell stories in new, culturally relevant ways. A clever sound choice can transform a piece of content from ordinary to shareable.
When planning short-form campaigns or influencer partnerships, brands should think about:
- Voice – Who’s speaking for the brand, and how do they sound?
- Emotion – What does the sound make the audience feel?
- Consistency – Is there a sonic thread that ties your content together?
It’s not about chasing every trend but choosing the ones that genuinely align with your brand’s tone and message — whether that means joining a viral moment authentically or crafting a distinctive audio identity of your own.
Sound On — and Here to Stay
In a world where consumers’ attention spans are shrinking, sound offers a shortcut to emotion and memorability. It cuts through the noise (literally), turning passive scrollers into active listeners.
Next time you’re planning content, think beyond the visuals and tune into the sounds that best represent your brand. In 2025, sound is the new visual cue — and the brands who master it will be the ones audiences remember.
Want to learn more about what’s trending in content creation? Read our blog on The Science of Viral Campaigns.
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Sources
Blog Cover Image: klikk/istockphoto.com
