What’s That Sound??
As someone who has spent over 15 years in the audio branding and ux sound design field, you’d think I’d be excited about Instagram’s new sound logo and potential sonic identity system. However, I always appreciated the silence in Instagram’s user experience—it was part of what made the platform seamless and non intrusive. From my perspective, sound wasn’t necessary, yet a few weeks ago they introduced a new sound logo that now plays at the end of every reel, and the response has been lukewarm at best.
While I’m a strong believer that sound can be a powerful extension of visual branding, I’m increasingly seeing brands adopt sound logos without thoughtful strategy or purpose. This not only dilutes the value of audio branding but adds unnecessary noise to the social environment. When done right, audio branding integrates sound into a brand’s identity in a way that feels intentional, adding to the user experience rather than detracting from it. It involves strategic decisions about where sound enhances the experience and how it supports brand perception.
Instagram’s new sound logo feels like a reaction to TikTok’s success with theirs, but the truth is—they didn’t need one. With that in mind, I’ve put together a few ideas on how they could have approached this more successfully.
Focus On Where Sound Can Make a Positive Impact
When product – or app-centric brands approach my company, our first focus is always on the user experience. Without the product or app, there is no brand—this is where users engage most, so it’s the logical place to explore opportunities for audio. While Instagram has technically implemented their new sound logo within the app, it doesn’t add any meaningful value to the user experience.
Instead, Instagram could have used sound more subtly within key user interactions—such as liking posts, receiving messages, or refreshing the feed. These moments provide natural opportunities to enhance the experience with sound, but the key is restraint. By introducing subtle, well-crafted audio cues through a strategic brand lens, Instagram could add depth and character to the app while improving accessibility. Moreover, identifying a unique feature within the app to develop a branded sound could create a more authentic audio signature, which could then be used as a sound logo for future marketing—seamlessly connecting the app experience with the broader brand identity
Simplify and Index Toward Optimism
If Instagram really feels the need to push forward with a sound logo they need to simplify and find a way to make the sound more optimistic. The current logo consists of two short movements—a kick drum and a stuttering sound—but it lacks a sense of resolution. When designing sounds that users will hear frequently, simplicity is key. While the two-part structure isn’t inherently problematic, the stuttering element feels harsh and unsettling. Such quick, sharp sounds are typically associated with negative alerts, which is definitely not Instagram’s intention.
Instead, they should have considered a simpler, melodic approach—something that’s easy to recognize, distinctive, and pleasant to hear. I understand that they wanted to create something that works with all types of content – Both positive and negative, but they should index on the neutral side of positive for this as the asset reflects on the brand more than the content being posted.
Study Your Competitors – Have a Unique POV
TikTok released its sound logo in 2022, and guess what?? It also starts with a kick drum, just like Instagram’s. To be fair, TikTok uses an 808 kick, while Instagram opts for a more acoustic tone—but starting your sound logo with the same basic concept as your biggest competitor feels uninspired and lazy. It comes across as a missed opportunity to create something truly distinctive.
Rule number 1 when creating an ownable brand asset is that it should be differentiated and stand out amongst your competitors. There are so many ways that instagram could have differentiated here.
Hire an Audio Branding Specialist or Agency
Having worked in this space for many years, I know—and am friends with—many of the designers at top tech companies. They are all incredibly talented, but few have deep experience in the realm of brand audio. These companies tend to hire more technical sound designers from the gaming industry, which is a very different discipline from brand audio. While you might assume that an interaction sound designer from Tech Company Y could easily create an iconic sound identity, it’s simply not the case. While they may have the creative skills, the strategic thinking required for brand sound design is a unique expertise that takes time and reps to develop.
With that in mind, Instagram would have benefited from bringing in an outside specialist to ensure their sound branding was done thoughtfully and strategically, setting them apart from competitors.
Test With an Objective Third Party Partner
Had Instagram partnered with a third-party for testing, they would have quickly identified many of the issues I’m pointing out. Working with an external partner allows you to measure how memorable your sound logo is compared to competitors, and whether it evokes the intended emotional response. Through testing, you can target specific regions and set sample sizes for key markets, ensuring the sound resonates with the right audience. This process would have revealed the gaps in their current approach early on, preventing the missteps we’re seeing today.
Final Thoughts…
In an era where sound is becoming an increasingly important part of brand identity, it’s essential to approach audio branding with both creativity and strategy. Instagram’s introduction of a sound logo feels like a missed opportunity—one that lacks the thoughtful integration needed to truly enhance the user experience. Rather than adding value, it comes across as noise, both literally and figuratively.
For brands like Instagram, sound should be more than just a checkbox or reaction to competitors; it should be a carefully crafted element that supports the brand and resonates with users. A simpler, more optimistic sound could have aligned better with the platform’s identity. By strategically incorporating audio in subtle ways—enhancing key interactions rather than overwhelming them—Instagram could have created a richer, more cohesive experience.
The lesson here is that thoughtful audio branding requires more than just technical skill. It demands a deep understanding of both the brand and its audience, along with a willingness to test, refine, and differentiate. By partnering with experienced audio branding specialists and rigorously testing sound elements, brands can ensure they’re delivering an experience that is not only memorable but also meaningful. In the case of Instagram, this process could have resulted in a sound logo that truly stands out—and more importantly, connects.