Music marketing can be one of the most effective ways for brands to embed themselves within the culture of their target consumers but only when done in an authentic way. Brands like Vans, Pepsi, Red Bull, Bacardi and American Express have made the inclusion of music a cornerstone of their marketing efforts for years. To be successful and drive meaningful ROI, the brand’s participation needs to be additive to the music community and win over skeptical fans and artists. While this can be a huge challenge for many marketers, it may have just gotten a little easier with the social media video app Triller.
On the surface, Triller is an AI-powered app that enables its 26M active monthly users to upload amateur video clips, pick a song from their vast library and then magically it is transformed into a professional-ish looking music video that is shared with the Triller community or posted to other social channels. But the real power for marketers looking to authentically embed themselves in music culture lies within the truly unique relationship that Triller has with the music industry and their first-of-its-kind business model that directly supports artists.
Triller structured licensing agreements with the 3 major labels and secured the rights to their libraries of music for use on the Triller platform as well as reposting on all other social platforms. Users can create awesome looking music videos with the help of their AI and then share it to all their other channels without the fear of the content being taken down. They are also the first social platform to directly integrate Apple Music. When a user or artist creates a video, they can add the Apple Music streaming button to their video. The artists collect any streaming revenue generated through this increased exposure. You will often see the artists call out to their followers to hit the stream button within the body of their video and/or the post copy.
Needless the say, the music industry has fully embraced this app. They are using it as a key marketing platform for their own music and several of their top investors and super users are: Snoop Dogg, The Weeknd, Marshmello, Lil Wayne and Kendrick Lamar.
So how can brands take advantage of this platform beloved by the music community and use it as a marketing tool? There are a few ways:
1. Create a brand page: The best way to get started is to create a brand page and begin to showcase your brand’s personality and support for your favorite artists. Depending on your music marketing strategy, you can include music from up and comers, use tracks from celeb artists that you have a long-standing relationship with or build anticipation for the artists playing at a festival you are sponsoring. Just showing your support is a great way to start.
2. Brand Integrations with influencers: Brands can work directly with the Triller team to integrate their products into the video content from top Triller influencers. This is perfect for apparel, beverage, tech or auto brands. The integrations feel organic and you have a truly captive audience because users watch one video at a time before swiping up to view the next.
3. Live Event amplification: Brands are constantly looking for ways to amplify their sponsorships of concerts, festivals and sporting events to consumers who were not able to attend in person. Creating a dedicated content series from your brand handle that gives the Triller community the ability to enjoy the experience through real-time clips and music that is socially-streamed is an excellent way to create an adjacent event experience.
4. Content Creation: Due to the unique licensing agreements that allow for distribution onto other social platforms, brands can create videos with songs from the Triller library and then post the watermarked videos to Instagram, Facebook, YouTube, Twitter, etc. This is a great way to augment the owned and operated content you are creating for these platforms with fully licensed music. Tag the artist in your posts on these additional platforms to encourage further engagement and extend the reach.
Triller has all the trappings of a “next big thing” and provides a way for brands and users to support the artists that they love. It’s a win win for everyone involved.