When it comes to TikTok, sound isn’t just an optional feature—it’s part of the platform’s DNA. It shapes the way users engage with content and creates a distinct immersive experience. This is especially true for ads. Whether it’s an upbeat track or a relatable voiceover, audio plays a key role in determining an ad’s effectiveness. But is sound always necessary in TikTok advertising? How do sound-on and sound-off ads compare when it comes to engagement, conversions, and performance across various industries?
This blog dives into the metrics behind TikTok ads with and without sound to help you determine how to craft your content for maximum results.
Why Audio Matters on TikTok
TikTok fundamentally differs from other social platforms like Facebook or Instagram. The core of TikTok content thrives on an audio-visual symbiosis—trends often begin with catchy songs, voiceovers, or sound effects.
Data supports this dynamic. According to TikTok for Business, 73% of users say they feel a deeper connection to ads with audio. For brands, this suggests that prioritizing sound is not just a creative decision but a strategic one.
But here’s an important caveat—TikTok is also designed as a mobile-first platform, and nearly half of its users prefer watching the app with the sound muted in certain contexts. This makes the debate between sound-on and sound-off ads particularly relevant.
Engagement Metrics Breakdown
Engagement on TikTok is typically measured using likes, shares, comments, watch times, and click-through rates (CTR). Sound-on ads often perform better due to their ability to spark emotional connections or align with viral audio trends.
However, raw numbers also reveal that focusing on sound-on doesn’t mean neglecting sound-off audiences. For mute-friendly ads featuring visual storytelling, subtitles or captions increase completion rates by up to 80%, highlighting how important it is to optimize for silent viewers too.
Sound-On Ads Outperform in Certain Industries
When we compare industries, some verticals thrive with sound-on ads more than others. Here’s a breakdown of how different sectors perform based on whether they use sound or not.
1. Entertainment
Sound-on ads rule the entertainment category, as they allow brands to showcase movies, shows, or music with impactful audio. Key stats include higher-than-average CTRs and engagement spikes when users connect emotionally to the tracks featured in the ad. Trends often emerge organically here (e.g., when music from a movie trailer goes viral on TikTok).
2. Fashion and Beauty
Here, sound-on ads perform well but can coexist harmoniously with sound-off ads. Background tracks or voiceovers often enhance tutorials or demonstrations. On the other hand, captions are key for educating sound-off viewers watching makeup tutorials or styling guides. 50% of beauty industry ads include captions, which boosts viewership among users watching without sound.
3. Retail and E-Commerce
Retail ads tend to succeed better without a dependence on audio. Why? These ads lean heavily on offering clear visuals of the products, deals, and calls to action. TikTok data suggests that sound-off retail ads drive nearly equivalent conversions when subtitles and clear graphics are included, illustrating versatility.
4. Fitness
While motivational audio tracks amplify emotional resonance, fitness ads emphasizing visuals of workouts with on-screen text perform equally well. Imagine an ad that demonstrates a 30-second workout set accompanied by step-by-step overlays; these resonate even with muted audiences.
5. Tech/Gaming
Tech brands often leverage sound to excite users through dynamic soundscapes. However, muted visuals that focus on product demos or gameplay mechanics can also perform admirably. Blending these approaches—using intuitive graphics paired with audio—maximizes success here.
Crafting Ads for Both Sound-On and Sound-Off Viewers
To maximize the reach and effectiveness of your TikTok ads, you need to develop ads that cater to both audiences. Here are actionable strategies for striking the right balance.
1. Add Captions or Subtitles
Whether the ad relies heavily on audio or not, captions serve to bridge the gap for sound-off viewers. They increase clarity and boost accessibility, which broadens your audience reach.
2. Prioritize Visual Storytelling
Ensure your ad communicates effectively through its visuals alone. Use bold, engaging text overlays or striking imagery to convey your message.
3. Sync Audio with Brand Personality
For sound-on ads, align your audio with the tone of your brand. Whether it’s through trending TikTok music, voiceovers, or custom soundscapes, your ad’s audio should reinforce the message you want to deliver.
4. Adapt to Trends
TikTok thrives on trends, many of which center around popular audio clips. Incorporating viral sounds into your ad can give it an edge when it comes to engagement, provided the sound resonates with your audience.
5. Test and Optimize
Run A/B tests comparing sound-on versus sound-off versions of the same ad campaign. Analyze watch times, CTRs, and conversions to determine what works best for your audience or industry.
Measuring the ROI of TikTok Sounds
Ultimately, ROI should guide your decisions on whether to use sound in TikTok ads. Across industries, data consistently shows that integrating sound boosts engagement rates by 43% on average. But sound-off ads excel when paired with storytelling visuals and captioning.
Balancing creativity with strategy by adapting to TikTok’s unique ecosystem is key to success. By actively analyzing your campaigns’ performance, you can refine your methods to keep ticking all the right boxes—whether your audience listens with sound on or off.
Build the Perfect TikTok Ads Today
Sound matters—but so does flexibility. TikTok offers brands an interactive platform for creative storytelling, and knowing when to rely on sound (and when not to) can make all the difference.
If you want to craft ads that dominate the platform and leave a lasting impression, keep these insights top of mind. And if you’re ready to start tailoring your campaigns for TikTok’s unique ecosystem, now’s the perfect time to experiment with audio-driven or sound-off storytelling.
Start planning your strategy today—and watch as engagement and conversions take off.
