TikTok’s Trojan Horse Strategy

抖音的“ Trojan Horse”策略

Planet Money

2025-10-23

25 分钟
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单集简介 ...

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. Learn more about sponsor message choices: podcastchoices.com/adchoices NPR Privacy Policy
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  • This is Planet Money from NPR.

  • Dallas Taylor, host of one of my favorite podcasts, 20,000 Hertz.

  • Would you like to say hello?

  • Hey Kenny.

  • Dallas's show, if you're not familiar, covers all things sound and sound design.

  • That's right.

  • And he and I are going to play a little game here in part to prove a point.

  • We have agreed to surprise one another with a video that we're currently very into from the internet.

  • And Dallas, since you're the guest here, you want to go first on this?

  • I would love that.

  • Any setup that we need to know?

  • Yes.

  • So I got this video from Instagram from a friend of mine.

  • And I'm a child of the 80s.

  • I am too, yes.

  • And the point of it is to.

  • connect the dots between the voice of Shredder.

  • From the Teenage Mutant Ninja Turtles.

  • From the Teenage Mutant Ninja Turtles.

  • And the voice of a very popular actor from a really popular sitcom.