TikTok

SoundOn came to Make Agency® with a clear ambition. Launch dedicated EMEA social channels that could drive awareness, attract artists, and position the platform as the most credible partner for growth. The challenge was not visibility alone. It was differentiation. Competitors were already active, but none owned a distinct voice. SoundOn needed to stand out while staying true to its position inside TikTok.

Our analysis showed the opportunity. Despite a smaller audience, SoundOn’s engagement rate was already the second highest in the category. The foundation was strong, but growth was limited by inconsistent content and unclear positioning.

At the same time, the category revealed clear gaps. No brand owned the role of “TikTok insider”. No one was explaining what works on the platform in a credible way. SoundOn needed a system that could scale content, sharpen its voice, and unlock growth without losing engagement.

We used Make Sense, our AI-driven insight engine, to analyse over 3,000 social posts across SoundOn and its competitors. This allowed us to move beyond opinion and define what actually drives engagement in this space. The data revealed a clear pattern. High-performing brands focus on culture, artists, and community. Low-performing brands focus on themselves.

SoundOn’s content mix leaned too heavily on formats that statistically underperformed. We also mapped audience behaviour. Up to 50% of followers are aspiring artists, not customers. They are looking for validation, not product features. From this, we built a clear strategic position. SoundOn should own the role of TikTok insider. The voice that understands what works because it is part of TikTok.

We translated insight into a scalable system. A new social identity that is bold, creative, and credible for artists. We built modular templates across TikTok and Instagram, enabling fast, consistent content at scale. The system is driven by clear content pillars. Trend intelligence, artist stories, creator tools, and cultural moments. Each designed to engage and grow the audience. We also created a 90-second launch video to introduce SoundOn EMEA and set the tone from day one.

This approach gives SoundOn both structure and flexibility. A clear identity, with the tools to scale. Our Make Sense Ai insight turned fragmented data into clear direction. The result is a sharper identity, stronger content, and a platform built for growth.