What is trending audio?
Also called trending sound, trending sounds, viral audio.
Trending audio is a song, sound clip or voiceover that many people are using in short videos at the same time, which apps such as TikTok and Instagram let you add to your own video from their audio library.
Why it matters
When a sound is popular, a video that uses it fits into something people are already watching and recognise. For a small business, a trend can be a quick, low-cost idea for a video. But business accounts often have fewer music choices than personal ones, because music rights for commercial use are different.
Example
A bakery uses a popular sound built around a dramatic reveal, timing it to the moment a cake is cut open to show six coloured layers.
Music rights for business accounts
This is the part most small businesses miss.
- TikTok: a business account sees only sounds from the Commercial Music Library when it adds a sound. TikTok says songs in its general library aren't cleared for brand content, while Commercial Music Library sounds can be used in organic posts and ads.
- Instagram: a song may not be available if the music library isn't offered for your account type or in your country or region.
- Boosted reels on Instagram can't use licensed music. Meta suggests royalty-free music, such as its Sound Collection, or your own original audio.
- Original audio, such as your own voiceover or sounds recorded in your shop, is always yours to use.
How to find trending audio
Watch your own For You or Reels feed with your customers in mind and note which sounds keep coming up. On Instagram, tapping the audio name on a reel opens its audio page, showing other reels that use it. Some in-app tools for business and creator accounts, such as Instagram's professional dashboard, also highlight popular audio. Save the ones that fit your business, and check they're available to your account before planning a video around them.
How to use a trend well
The sound is only the starting point. What makes it work is how it connects to your business.
- Watch a few videos using the sound to understand the joke or format.
- Ask whether it fits your business without forcing it.
- Plan a version that shows your product, process or customers.
- Film and post while the sound is still popular. Trends move fast.
- Add on-screen text so the video works with the sound off.
Mistakes to avoid
Trends are tempting because they're fast, but a few habits cause problems.
- Using a song your account isn't licensed to use commercially, which can lead to the audio being muted or the video removed.
- Copying a trend that has nothing to do with your business, just because it's popular.
- Joining a trend after it has peaked, when it looks dated.
- Using sounds with lyrics or meanings that clash with your brand.
- Relying on trends alone instead of building content around what your customers need.
Common questions
Why can't my business account use a popular song?
Music licensed for personal use often isn't cleared for commercial use. TikTok limits business accounts to its Commercial Music Library, and Instagram's music library depends on your account type and region.
Does trending audio boost reach?
Platforms don't publish that a trending sound guarantees more views. It can help a video feel current and recognisable, but the video itself still has to hold attention.
What is original audio?
Sound you recorded yourself, such as a voiceover, a conversation or noises from your workshop. Other people can sometimes reuse it, and if your sound catches on, it can become a trend in its own right.
Sources: TikTok Business Help: About the Commercial Music Library, checked 14 October 2026; Instagram Help Centre: Problems with audio, checked 14 October 2026; Instagram Help Centre: Boost an Instagram reel, checked 14 October 2026