The effective use of audio is part of the brand experience and a key pillar of any effective social media marketing strategy for food and beverage products. From TikTok to Instagram Reels, trending audio has become one of the most powerful tools in modern social media strategy planning. It’s best used for discovery, engagement, and as a positioning tool that shapes how people feel about your brand.
What is Trending Audio?
Trending audio are sound bites or songs that many people are using in their social media videos all at the same time, which can help content get more views. As part of your social media marketing strategy, understanding how audio trends work is essential.
1. Tap Into the Algorithm
Trending audio doesn’t just make content more entertaining; it changes how platforms distribute it — a key consideration in any social media marketing strategy. When a sound is trending, platforms are more likely to distribute your post to your feed and replay your content.
Incite’s Social Media Coordinator, Jeichiel Palomar, says, “Trending audio gives people a reason to stay longer on your post because viewers want to hear the sound to the end. That extra watch time signals to the algorithm that your content is worth showing to more people.”
Trending sounds lead users to “micro-feeds” — curated streams of content grouped around a trending sound. These discovery channels are where your content sits alongside other creators and brands already generating momentum, making them a powerful lever in strategy using social media for brand discovery.
2. Great for Organic, Not for Paid Content
Trending audio works exceptionally well for reach and engagement on organic content, but is not permitted for paid ads. Most platforms license popular music for personal or non-commercial use, which limits it’s use in advertising.
Incite’s Social Media Strategist, Felicity Bone, advises, “Consider investing in licensed music or royalty-free tracks when planning creative campaigns. This ensures you can also employ paid advertising with the vast library of music you can access through third party subscriptions.”
3. Brand Fit Matters
Food and beverage is already relatable to such emotional and sensory experiences that the right audio can help evoke feelings of nostalgia and even fuel cravings online. However, using all trending audio is not a good strategy. High-energy sounds might work for fitness brands, but feel off-brand for artisanal food and beverage products.
Sound impacts the user’s mood, perception, and trust. Choosing audio that aligns with your brand tone matters more than jumping on every trend in pursuit of virality, especially when refining a long-term social media strategy.
4. A Practical Starting Point
Incite’s Integrated Marketing & Accounts Manager, Nikki Carr, says, “If trending audio feels unfamiliar, creator collaborations are often the best place to start. KOL (Key Opinion Leader) and UGC (User Generated Content) creators already understand how trends move, allowing brands to be exposed to their audiences while gaining new visibility through platform micro-feeds.”
If you are wanting to execute cost effective localised social media marketing campaigns across your established Asia Pacific export markets, get in touch with Incite at getincite@exportincite.com to discuss how our team can support you.
