By Brynn Rhodes

Due to the current global pandemic, I have spent a lot of time watching live television with my parents at home. I have also spent an absurd amount of my time on TikTok, so I have gotten pretty familiar with the multitude of songs that go viral every month, as well as the very crafty dances that are created alongside them.

Because of the growing popularity TikTok has on the younger generation — 69% of its users are between 13 and 24 years old — it is no surprise that brands are attempting to capitalize on the app’s power over the youth.

Something that has been very interesting is that Dunkin’, as well as The Natural Diamond Council, have aired commercials using songs that are quite popular on TikTok.

The name of the song used in this commercial for The Natural Diamond Council is called “ily (i love you baby)” by Surf Mesa. This quick 30 second sound currently has 4.1 million plays on TikTok. The dreamlike and feel-good sound to this song contributes to the message of the emotional connection their audience dreams of having towards jewelry.

The song used in this Dunkin’ commercial is called “death bed (coffee for your head)” by Powfu. This song has even more, racking up a whopping 5.7 million plays just for the official sound, not including identical sounds made by other users. This decision to choose a viral TikTok song is of no surprise, considering the release of the “Charli” drink, named after the most popular TikTok star, Charli D’Amelio.

And honestly, these song choices are quite brilliant. It elicits a low-effort sense of familiarity, ultimately triggering a sense of trust with that brand for a younger audience. It also catches the consumers attention right when the commercial starts; an average TikTok user takes 1-3 seconds to judge whether or not they want to switch to the next video.

So, TikTok users are quick to judgement, and using these commercials reel a much needed younger audience in, while quickly grabbing their attention. The association between the brand in these commercials can now be connected to that cool, hip TikTok song you may have heard 17 times yesterday from your feed. And in the future, that cool, hip brand you remembered using a TikTok sound can potentially conquer the advertising and social media world as we know it.