Why Algorithms Favor Audio

Written By Daniel Cutler

Audio for the Algorithm

Algorithms on platforms like Instagram, TikTok, and YouTube prioritize content that retains user attention. Thus, audio logos, sound effects, brand audio assets and voiceovers often play a critical role in creating engaging content. These sound cues can:

  • Reinforce the emotional tone of a message.

  • Encourage users to share or engage with content.

  • Improve video completion rates, which algorithms reward with greater visibility.

For example, a well-timed sound effect in a TikTok video can make the difference between a casual scroll and a user hitting the “share” button, while consistent use of audio boosts brand familiarity with your audience

The Rise of ASMR in Marketing

Brands like IKEA and Michelob Ultra have leveraged ASMR (Autonomous Sensory Meridian Response) to create calming, engaging content that stands out in noisy feeds. When it comes to sound, sometimes less is more. Moreover, ASMR campaigns show how innovative audio techniques can captivate audiences.

Interactive Audio Ads

Platforms like Spotify and Pandora allow brands to create interactive audio ads, where users can respond via voice commands. This innovation taps into voice search, smart speakers and soon, AI voice search. The result is a far ore personalized and engaging user experience.

This is just the tip of the iceberg in audio marketing as we move into a sound-on future.

Daniel Cutler