TikTok’s sonic logo is a Trojan Horse on Instagram and Reddit : Planet Money : NPR

✍️ Dallas Taylor Kenny Malone Casey Emmerling Jess Jiang James Sneed, Dallas Taylor, Kenny Malone, Jess Jiang, James Sneed, Casey Emmerling 📅 October 22, 2025 12:00 AM 🕐 Scraped: October 23, 2025

Summary: When TikTok videos started to go viral on Instagram and Reddit, TikTok turned to professional sound designers to protect their content.More and more companies are paying to develop a “sonic identity” – a series of sounds, songs, and micro-jingles to help maintain a unified brand.In this episode, in conjunction with the sound design podcast Twenty Thousand Hertz, we hear the backstory to possibly the most successful audio branding campaigns in history. It’s a tale of guerilla marketing and the power of sonic suggestion.Pre-order the Planet Money book, and get a free gift / Subscribe to Planet Money+Listen free: Apple Podcasts, Spotify, the NPR app or anywhere you get podcasts.Facebook / Instagram / TikTok / Our weekly Newsletter.This adapted episode was hosted by Kenny Malone and Dallas Taylor. It was produced by Casey Emmerling and James Sneed. The episode was edited by Jess Jiang. Alex Goldmark is our Executive Producer.

TikTok’s Trojan Horse Strategy

When TikTok videos started to go viral on Instagram and Reddit, TikTok turned to professional sound designers to prot

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Dallas Taylor Kenny Malone Casey Emmerling Jess Jiang James Sneed, Dallas Taylor, Kenny Malone, Jess Jiang, James Sneed, Casey Emmerling

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🌍 NPR

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October 22, 2025 at 12:00 AM

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