Learn how ByteDance's CapCut is helping drive viral success on TikTok.
“They give you these slow motion effects, or make it go from blurry to super clear, or these glitchy cuts, which make the videos more dramatic,” Fickley continues. “That in turn makes the viewer more inclined to stay and watch it. It spices up your content — those editing features really do attract the viewer, instead of them just scrolling past it.”
Songs can be hitched to CapCut templates, so as they have proliferated on TikTok, they have become an important new area of focus for music marketers. “If you can match one of those [templates] to a sound that amplifies the video, or makes it more dynamic, then you suddenly have something that can act as a vessel for the sound to go viral,” explains, co-head of music partnerships at Creed Media, a marketing company focused on Gen Z.
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