Trending on Nigerian TikTok: Unlocking 5 New Music & Sounds for Your Next Sales & Advert Campaign – October Edition
Heard of TikTok or Have you been living under a rock? Known for its lip-syncing sounds, transition videos and an insanely accurate For You page, the app is one of the world’s most powerful social media platforms. Developed after the features of Musical.ly, a video-sharing social network service, it (formerly known as Douyin) has become an effective marketing tool capable of pioneering cultural and social change. In the world of social media and entertainment, it is enormously powerful with the ability to elevate creators to a whole new universe. With over 500 million active users and music-specific features, the impact of TikTok on music marketing and promotion is astronomical.
When Megan Thee Stallion released her single “Savage” off her EP, “Suga”, all it took was five dance videos by TikTok dancer and choreographer Keara Wilson before going viral. What ensued was several recreations by world-class celebrities and TikTokers like Normani and Ryan Destiny, Charli D’Amelio and even Megan herself, opening Wilson to global recognition. With the help of Logitech and choreographer JaQuel Knight (responsible for Beyonce’s “Single Ladies”, Wilson earned the copyright to her choreography due to the overnight success of the dance. But wait, there’s more, “Savage” would not only become a chart-topping and Grammy-winning hit, it would go on to birth a perfect brand collaboration. For its Summer 2020 campaign, Savage x Fenty announced Megan Thee Stallion as its brand partner. #SavagexTheeStallion (as the campaign was titled) was established on SavagexFenty’s ethos which perfectly aligned with the lyrics of “Savage”, celebrating fearlessness, confidence and inclusivity. This narrative highlights the profound influence and power of TikTok on brand marketing and propelling cultural phenomena into the global limelight.
In the Nigerian landscape, TikTok has transcended its role as a music promotion platform and morphed into a formidable force in brand marketing, reshaping the dynamics of pop culture. Beyond conventional strategies, TikTok’s prowess lies in its ability to create trends that resonate deeply with users. Particularly among members of Generation Z, TikTok soundbites have seamlessly absorbed into everyday language. That’s the magic of the app, it is relatable and accessible to anyone. It has become the arbiter for trends which etch into people’s consciousness, with videos from the platform permeating other prominent social media apps like Instagram and Twitter.
Let’s take a closer look at how the music on TikTok can impact brand advertising and marketing. Here are five Nigerian songs that made waves on TikTok in October.
TEMS “ME & U”
Making her first solo comeback since her 2020 E.P. “If Orange Was A Place”, the Nigerian R&B and Afrosoul singer released the single “ME & U” on the 5th of October. Currently on TikTok, the track has slowly risen to popularity featuring in almost 30 thousand videos. True to its lyrics and Tems’ intentions, it has become a platform for users to express Christian beliefs. Creators have taken to drawing connections between the lyrics and scriptures of the Bible. However, some creators have channelled their videos to the subject of their affection. The sound has also been dominated by beauty and lifestyle creators in a way that can only be described as wholesome. The sound provides an opportunity for relationship content creators to expand their audience.
VOLTAGE OF HYPE “GINGER (HYPE YOURSELF)”
Nigeria is notorious for its electric nightlife culture and with it comes the boisterous personality of a hypeman. In its original meaning, a hypeman is a supporting performer who offers backing vocals and adlibs for the performing artist. In the context of Nigerian club culture, a hypeman is usually a standalone act accompanied by a DJ. He plays the role of a party MC, engages the audience (much like a brand would want) and bolsters the festive and upbeat vibe of the event. Nigerian hypemen typically employ a creative tactic in doing their jobs – with captivating chants that illustrate the essence of everyday life in Nigeria.
TikTok has played a massive role in distributing the emphatic soundbites of hypemen. Voltage of Hype’s “Ginger (Hype Yourself), released on the 23rd of October, 2023 has garnered over 196 thousand videos on TikTok. With 68% of the viewership primarily stemming from the largest demographic of active TikTok users, namely the 18-24 age bracket, these videos possess substantial influence over an essential and impactful audience. Young adults aged 18-24 as trendsetters and digital natives have the ability to influence popular culture and wield substantial purchasing power. This makes them a key demographic for brands aiming to stay relevant and connect with today’s consumers. On the track, Voltage of Hype preaches self-praise and encouragement. In line with the sound, the videos are uplifting and focused on showing their appreciation for a particular person. The sound has also been used for transition videos which are not uncommon to the platform. A popular transition trend started by TikTok creator, the Buba Girl has commandeered the sound with participation from other prominent creators like Beauty Goddess and Celynukam.
KIZZ DANIEL “MY G”
Released as a single off his 2023 album “Maverick”, Kizz Daniel is boastful, flamboyant and ostentatious on “My G”. Drew Eric Whitman identifies 8 desires which he believes are hardwired to the nature of man. These desires are known as The Life-Force 8. In “My G”, Kizz Daniel emphasizes and questions the devastation of its absence, reflecting the human desires for survival (Life-Force 1) and comfortable living conditions (Life-Force 5). He sings “My G, so lowo/ so lowo tole spend on your own” roughly translated as “Do you have money you can spend?”. In aligning with these desires, the lyrics are perfectly capable of connecting to the audience, pushing them to take action as a successful and effective brand marketing strategy. The sound has gained over 116 thousand videos on TikTok. Skits are one of the most popular forms of content in Nigerian social media entertainment. With this song, the comedic side of TikTok is explored. Imitation videos of Kizz Daniel and his bodyguard have populated the sound.
In addition, content creators and celebrities like Toke Makinwa have engaged the sound to showcase their affluence and wealth. Particularly, Toke in her video just like Kizz Daniel features her designer and fashion brands to fit the bill of the sound. It is a seamless model of brand advertising and marketing.
AYRA STARR “RHYTHM & BLUES”
Nigerian Pop Star, Ayra Starr has continued her viral success with her latest R&B single on TikTok. The track has taken the app by storm, featuring easy, fun, and lyric-matching choreography. Over 82,500 videos have been created with this sound and owing to Ayra’s persona, most of these videos lean towards beauty and fashion content. Ayra’s voice is intrinsically linked with concepts of harmony, creativity, attraction, self-expression and affection, making this audio exceptionally ideal for brand owners in these industries. The sweet and endearing delivery of the lyrics; “Carry you for my head, my shoulder/Waka for you, my knees and toes/Na you dey high me, I no wan sober” establishes a connection with viewers, bringing a smile to their faces. For brands in the beauty and fashion sectors, utilizing this sound for future sales campaigns could foster an immediate association with themes of love and beauty which will resonate deeply with the audience and fortify positive brand perception.
VICTONY FT. BABYBOY AV “JAGA JAGA”
Over the past month, Victony’s single, featuring the soundbite: “My life is a different story, it is a movie written by God,” has made a significant impact on TikTok. In true TikTok fashion, videos are often reflections of the song lyrics or the personality of the artiste, the videos under this sound are proof of this. Jaga Jaga is a story of life struggles, resilience and gratitude for divine intervention. Over 81,500 videos have featured this sound. Victony shares a deep appreciation for divine mercy amid all of life’s chaos and uncertainties. Victony’s single has encouraged various creators and users to share their stories of growth and development. These glow-up videos have also become a popular content pattern under this sound.
There are limitless possibilities in harnessing TikTok sounds and music for effective brand marketing strategies. If you are still in doubt, take the synchronization of this familiar viral TikTok sound in UberEats’ Super Bowl 2022 commercial as proof. Interested in leveraging TikTok’s influence to enhance your brand? Schedule a 30-minute call with us today.
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