TikTok’s Trojan Horse Strategy
Published: October 22, 2025
Duration: 25:03
When TikTok videos started to go viral on Instagram and Reddit, TikTok turned to professional sound designers to protect their content.
More and more companies are paying to develop a “sonic identity” – a series of sounds, songs, and micro-jingles to help maintain a unified brand.
In this episode, in conjunction with the sound design podcast Twenty Thousand Hertz, we hear the backstory to possibly the most successful audio branding campaigns in history. It’s a tale of guerilla marketing and the power of sonic suggestion.
Pre-order the Planet Money book, and get a free gift / S...
More and more companies are paying to develop a “sonic identity” – a series of sounds, songs, and micro-jingles to help maintain a unified brand.
In this episode, in conjunction with the sound design podcast Twenty Thousand Hertz, we hear the backstory to possibly the most successful audio branding campaigns in history. It’s a tale of guerilla marketing and the power of sonic suggestion.
Pre-order the Planet Money book, and get a free gift / S...