Instagram has unveiled a new addition to its Reels feature:
a "signature sound" that will be appended to the end of every Reel
downloaded from the app. This unique audio element is designed to capture the
essence of Instagram and create a recognizable sonic identity for the platform.
The signature sound, which has been compared to the sound of
a skateboard hitting a curb or an error message click, may not be the most
melodic tune, but it certainly grabs attention. Instagram's Creative Audio and
Brand teams worked diligently to create a sound that would fit seamlessly with
the diverse range of Reels shared on the platform.
Developing the perfect signature sound was no easy feat.
Instagram's team tested a variety of sounds, assigning emotional value to each
one. The goal was to find a sound that would represent the everyday creativity
shared on the platform, without the pressure of perfection.
"We brought a vibe where we intentionally wanted it to
be punctuated, but imperfect. A metaphor for everyday creativity that doesn't
have to be perfect to be shared," explained the Instagram team. While the
use of the phrase "brought a vibe" may raise some eyebrows, it's
clear that the team put a great deal of thought into selecting the right sound
to represent the app.
The introduction of a signature sound for Reels is a
testament to the growing importance of sonic branding in the digital age. Just
as visual branding elements like logos and color schemes help to create a
recognizable identity for a brand, sonic branding can help to create a lasting
impression in the minds of users.
While Instagram's signature sound may not be as catchy as
TikTok's bass drop and uplift, it's sure to grab attention and create a sense
of familiarity for users who frequently download and share Reels. As more and
more brands look to establish a presence on social media platforms like
Instagram, the use of sonic branding elements is likely to become increasingly
common.
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like the signature sound for Reels, it's more important than ever to have a
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trends and features on Instagram, including the new signature sound for Reels.