The use of music on TikTok has been a topic of discussion over the past few months as more and more users include popular songs in their videos. The application has therefore changed its rules for companies, which could have a significant impact on mobile marketing …
The rules for using popular songs on TikTok
After the introduction of augmented reality in videos on TikTok, a common question about using the app for brands is whether they could add the songs of their choice to their videos, with no constraints or costs. And the answer so far has been yes, as such use has apparently been incorporated into existing agreements between TikTok and music publishers, many of which came from the Musical.ly app.
But that seems to have changed, which could change your branding approach to TikTok marketing. According to Washington Post video producer Dave Jorgenson TikTok has changed its rules regarding the commercial use of popular songs.
Businesses and brands will now no longer have access to the music they were used to and will instead be referred to a royalty-free commercial music library.
In a tweet posted on his Twitter account, Dave Jorgenson echoes TikTok’s explanations:
“The Commercial Music Library provides you with a rich and diverse foundation of royalty-free music for your commercial content. With this new feature, you can enjoy unlimited worldwide use of your content within the TikTok ecosystem with access to high quality free music. It will also save you time and investment in sorting out music licenses and, in turn, will allow you to focus on creating unique and happy content for your audience. “
Conversely, these entities will no longer be allowed to include popular tracks in their videos.
To be clear, the change here only affects businesses on TikTok at this point, not regular users, who are still free to use popular songs in their videos.
The biggest impact here will be on memes and remixes, as this could reduce their visibility on the app and limit the reach of their content.