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This one’s all about trending sounds: are they still worth using? Let’s break it down🕺

Let’s talk trending sounds…

Since the dawn of time (or whenever audio became a thing), we’ve all believed the same story: use a trending sound, get more reach. Makes sense, right?

Wrong.

This week, Adam Mosseri (yes, the guy running Instagram) cleared things up in a Story Q&A. When asked if using trending audio boosts reach on Reels, he said:

“You don’t need to, no… it’s not required to get a lot of reach. Absolutely not.”

So, what’s the point of trending audio then?

They tell your audience: “Hey, I get it too.” Whether it’s a niche meme, a viral moment, or a sound everyone’s remixing, it makes you instantly feel relatable.

And let’s be honest, if thousands of people are watching, using, and laughing at the same sound, it’s probably doing one thing really well:

It’s engaging.

So no, it’s not a reach cheat code. But it is a shortcut to familiarity, relevance, and attention.

Our advice? 

Use trending audio when it fits your message. Skip it when it doesn’t. 

So, what about TikTok?

Creators have put it to the test and the results? A slight bump in likes and comments, but not much in terms of real follower growth. That said, trending sounds still have their place. They can help your content feel current, relatable, and stop the scroll if they fit your vibe.

This week’s trending sound on TikTok? Pretty Little Baby…

This nostalgic 1960s track is everywhere right now. TikTokers are using it to tug at heartstrings and serve up the feels. It’s soft, sentimental, and full of “aww” energy.

How brands can use it:

Team Culture Moments

Think warm, fuzzy content:

• New joiners 
• Baby or throwback pics of the team 
• Office pets, obviously 

Before & After / Glow-Ups

Show off transformations:

• Product or client makeovers 
• Branding or packaging glow-ups 
• “From this logo to this” moments 

Brand Storytelling

Serve nostalgia with a side of journey:

• “How it started vs. how it’s going” 
• Founder or team flashbacks 

But remember: 

• Keep it real. This trend thrives on emotion and authenticity 
• Use captions to give your visuals context 
• Try vintage filters or slow-mo to match the vibe 

The takeaway?

Trending audio isn’t a golden ticket to more reach but it is a creative tool. It gives your brand cultural context, makes you feel relevant, and helps you connect through shared moments your audience already understands.

Use it when it enhances your story. When it adds emotion, humour, or familiarity.

But don’t force it. Authenticity beats trend-chasing every time.

Instead of asking “should we use this trending sound?”, ask: “does this sound help us say something worth hearing?”.