💡TL;DR: Manufacturers can simply entry music on social media, however that doesn’t imply it may be utilized in business content material. Every platform’s catalogs and utilization phrases will differ, however manufacturers can keep protected and license greater than 50,000 tracks with Epidemic Sound.Immediately, we’ll focus on: Music fuels social content material, so what’s improper with utilizing it?Why licensing music for social media is so complicated Your information to the main social media platforms’ music licensing termsWhat occurs when licensing music for social media goes improper?Are platforms chargeable for social media music licensing?Learn how to keep protected when licensing music for social mediaRecapping: Why your model must license music safely for social mediaWhy a direct license with Epidemic Sound is your finest wager
1. Music fuels social content material, so what’s improper with utilizing it?
Solid your thoughts again to 2004. The Summer time Olympics have been again in Athens, Fb had simply launched, and the Numa Numa video was all over the place. Only one man and his webcam, joyously lip-syncing to a Eurodance banger that took the world by storm.
These have been the early days of viral web content material. YouTube didn’t even exist, nor did expertise like Content material ID — it was the Wild West. We’re guessing that Gary Brolsma, the person behind the Numa Numa video, didn’t license the mandatory rights for O-Zone’s Dragostea din tei. He most likely simply pressed report, did his factor, and posted it.
However these days? Social-first content material is the usual, whether or not we’re speaking a few viral video, company advert, film trailer, or one thing else fully. Each system, each platform, each touchpoint is optimized for bite-sized content material.
In keeping with HubSpot’s 2025 State of Advertising and marketing report, short-form video and visible storytelling are overtaking text-heavy content material codecs. Furthermore, short-form video is the format delivering the strongest ROI in 2025. Behind it, you’ll discover pictures, live-streamed video, podcasts/audio, and user-generated content material.
The one factor connecting just about all of these codecs? Music. It’s the gas for TikTok developments, iconic adverts, and all the pieces in between — music makes moments that matter.
However music licensing for social media can get just a little complicated, particularly when business content material is worried.
There’s nobody common normal throughout platforms, which means what’s OK for YouTube or TikTok may not be the identical for Instagram or X/Twitter.
Add that to the pile of misconceptions that come bundled with social media use — “If it’s on TikTok, it’s wonderful to make use of!” — and types face actual dangers: takedowns, demonetization, lawsuits, reputational harm, and extra. Numa Numa man’s all enjoyable and video games, however that video doesn’t go fairly as onerous if it’s muted for copyright violation.
Manufacturers typically misunderstand licensing phrases for social media as a result of music is all over the place. Most platforms have established beneficiant licensing offers with main labels and rights holders, permitting customers to soundtrack their content material with world-famous music.
There’s a catch, although. As a rule, this license solely extends to private, natural use. Branded content material together with paid campaigns, influencer collabs, and reposts usually require separate business licensing agreements.
Some platforms could have their very own music catalogs devoted to business use, however they’re typically primarily based on a smaller pool of tracks. These catalogs additionally range between platforms, making it harder to publish business content material throughout a number of touchpoints.Any time a model dabbles with amplified posts, cross-posting, repurposed influencer content material, or viral tracks, they danger overstepping the boundaries of the music’s license. Double-checking the boundaries of each license is time-consuming, whereas buying the rights to music will be pricey. Whichever manner you slice it, staying on the proper facet of copyright legislation is hard.
Now that we’ve established why music licensing is so essential for companies, let’s break down the main social media platforms’ totally different music licensing phrases and choices.1. TikTok-safe music for brandsWhat’s out there on TikTok?
Primary music catalog: We’re positive you’ve seen TikTok’s music catalog — it’s enormous. Filled with trending music, iconic hits, and undiscovered gems, it’s a treasure trove for music lovers. Nonetheless, most of those tracks are solely out there to particular person customers producing natural content material.
TikTok Industrial Music Library (CML): The CML is a curated catalog of rights-cleared music and sound results. It’s out there to verified companies, and is OK to make use of in paid media and branded content material.
What are the constraints?The primary music catalog isn’t licensed for business use. A lot of the well-liked music and trending sounds on TikTok are unavailable for model campaigns, influencer collabs, paid promotions, and extra.Utilizing one of these music typically requires a separate license. Even when a observe’s gone viral on TikTok, you should still must contact the rights holder and safe a business license to make use of it on your branded increase or marketing campaign.The CML is proscribed. The CML excludes major-label music and lots of viral sounds, and is smaller than TikTok’s foremost music catalog. The CML varies per area. Some international locations could have full entry to the CML, whereas others might need diminished entry. The CML’s availability depends upon established licensing offers inside a selected territory. For instance, a observe out there for a model primarily based within the U.S. is probably not out there to companies primarily based in South Africa or Bulgaria.Want extra brand-safe music for TikTok? Epidemic Sound’s catalog is full of greater than 50,000 tracks and 200,000 Hollywood-grade sound results, and is totally licensed for business use.2. Instagram- and Fb-safe music (Meta) for brandsWhat’s out there through Meta?
Meta’s licensed music catalog: There’s loads of music out there on Fb and Instagram, nevertheless it’s particularly licensed for private, non-commercial use. For those who’re utilizing a enterprise account, you most likely gained’t have entry to Meta’s broader music catalog. As a substitute, you’ll doubtless want to make use of the Meta Sound Assortment.
Meta Sound Assortment: This catalog includes greater than 14,000 royalty-free tracks and sound results. Accessible to be used throughout Reels and Tales, the Meta Sound Assortment is cleared for business use.
What are the constraints?The primary music catalog isn’t licensed for business use. Very like TikTok, you may’t use the bigger music catalog for business posts and campaigns.Utilizing one of these music often requires a separate license. Even when a observe’s trending throughout Fb and Instagram, you’ll doubtless must ask the rights holder for a business license.The Meta Sound Assortment is proscribed: Just like TikTok’s private vs. business catalogs, the Meta Sound Assortment is smaller than the personal-use catalog.3. YouTube-safe music for brandsWhat’s out there on YouTube?
YouTube Audio Library: Like the opposite choices we’ve outlined, the YouTube Audio Library is full of royalty-free music and sound results. These are cleared for business use, and gained’t be flagged by YouTube’s Content material ID system.
What are the constraints?
The YouTube Audio Library is proscribed: The YouTube Audio Library is nice for simple entry and protected monetization, however the catalog itself isn’t very huge.
In any other case, you’ll should license your personal music: If you wish to use a observe exterior of the YouTube Audio Library, you’ll must license the music your self.
This will create complexity: YouTube’s Content material ID system scans movies for copyrighted content material, together with music. Even in case you seem to carry the mandatory rights, utilizing a preferred observe could set off a Content material ID declare. This provides rights holders the choice to monetize or block the offending content material.
4. Model-friendly music for different platforms (LinkedIn and X/Twitter)What’s out there on different platforms?
Actually…not quite a bit: Platforms like LinkedIn and X/Twitter don’t have built-in music catalogs for companies or creators. Those that select to soundtrack their content material on these platforms must supply and license their very own music.
What are the constraints?There are not any handrails: No platform-owned catalogs or embedded instruments — you alone are chargeable for music use. If it falls foul of copyright guidelines, there’s no actual buffer between you and the rights holder.
If Numa Numa man’s content material will get flagged for copyright infringement, it’s not nice for him. When blown as much as a business-wide scale, it turns into extra troublesome.Some platform-specific fingerprinting methods, like YouTube’s Content material ID, are automated. In Content material ID’s case, it flags offending content material to the rights holder. If a model doesn’t have the proper license, the rights holder can both block the content material or request a slice of the advert income. If a model doesn’t need to go down that street, they’ll at all times take away or change the observe in query. Whereas this solves the quick concern, it introduces extra what-ifs — the place do they discover a new observe, and can it have the identical influence? In the event that they’re working a multichannel marketing campaign, what else must be modified?This downside will be solved with Epidemic Sound. Our catalog’s bursting with greater than 50,000 premium tracks, every of them cleared for business use and authorised by Content material ID. Because of this, so long as you’re signed as much as the proper plan, your soundtracked content material might be protected not only for YouTube, however for any social media platform.
Even when a platform doesn’t have a system like Content material ID, misuse nonetheless has penalties. In 2023, the Nationwide Music Publishers’ Affiliation (NMPA) sought damages towards X/Twitter to the tune of $250 million. The plaintiff claimed that the social media big had “knowingly facilitated, and profited from” roughly 1,700 unlicensed tracks.Though the above case doesn’t straight implicate the platform’s customers, it exists as a result of X/Twitter doesn’t have a sturdy licensing framework. Customers had revealed X/Twitter content material — round 300,000 posts’ value — with out acquiring the proper rights.Conversely, Related Manufacturing Music (APM) alleged that pharmaceutical firm Johnson & Johnson used 30 unlicensed tracks throughout 79 social media posts. A few of these posts have been on YouTube, suggesting that even with Content material ID, manufacturers can nonetheless fall foul of the legislation in the event that they don’t have the proper license in place.
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And generally, music simply disappears from platforms as a result of the license isn’t renewed. Because of this any content material containing these tracks might be eliminated or muted. Whereas this isn’t anybody’s “fault,” the message is evident: platform catalogs usually are not a assure. They’re not endlessly, their phrases could change, and your paid-for content material might be impacted because of this.
Music licensing is hard. If you add the ever-changing, elastic nature of social media into the combo, it’s simple to lose your footing. Let’s run by way of some best-practice tricks to hold your small business protected when licensing music for social media.Construct soundtracking into your artistic processMusic isn’t an afterthought — leaving observe choice, placement, and legalities to the final minute can complicate issues. What if the observe you want isn’t out there in your chosen platform or territory?
To keep away from this, construct music into your venture throughout pre-production. When you’ve got a transparent concept, there’s no hurt in working it right into a first-draft script, storyboard, or shot checklist. This can cut back the danger of together with an out-of-place or unusable asset.
Plotting musical selections early prevents last-minute needle-drops or rushed choices. Decrease that danger with a devoted music companion like Epidemic Sound. We can assist your model construct a razor-sharp sonic technique, information you thru the music choice course of, and extra.
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Take into account a multi-platform planIf you may’t license the identical observe throughout all platforms, you’ll must account for the shortfall. Define your entire social platforms from the beginning, and take into account sourcing music that matches the vibe throughout all platforms. When you’ve got a observe in thoughts nevertheless it’s not out there all over the place, strive Epidemic Sound’s superior search options. Simply paste a Spotify hyperlink into our search bar, and also you’ll discover tons of similar-sounding tracks in our participant.Which implies: sure, in fact. For those who actually need to, you may seek for tracks that sound like O-Zone’s Dragostea din tei.Get your entire collaborators on boardWorking with influencers? Teaming up with one other model? Regardless of the context, any collaboration must cowl music use for all concerned.Some manufacturers assume that influencer content material is cleared with a private license. That’s probably not the case, although. If an influencer collaborates with a model, it’s business — a private license gained’t minimize it. On this occasion, each events would possibly break copyright legislation.A model may work with one, ten, or greater than 100 influencers. Double-checking all these companions’ licensing agreements is time-consuming, and might result in human error — it’s quite a lot of i’s to dot and t’s to cross. Regardless, it’s nonetheless the model’s duty to make sure their influencer content material is above board. With Epidemic Sound, you may create your personal branded playlists, invite collaborators, and clear their content material for them. Keep protected and on-brand.Double-check any trend-based contentJumping on social media developments will be well timed, humorous, and nice for buyer sentiment. If the development is closely music-based, although, the observe in query is probably not out there for business use.That is extra widespread than one would possibly assume, particularly for natural content material — consider all of the TikTok dance developments that includes major-label songs. Even when the observe has set the web on fireplace, it might probably’t be utilized in business content material with out the proper license.
That doesn’t imply your model can’t capitalize on a development, although. Let’s take the hopecore development, which actually gained steam in 2024 and 2025. That was primarily based on a sense, a vibe — it wasn’t only one observe. This meant Epidemic Sound’s shoppers may choose tracks from our tailored hopecore playlist, able to soundtrack their content material on the drop of a hat.
Learn the fine-print…then learn it againThe phrases and situations for each social media platforms and music suppliers can differ wildly. Earlier than you begin work on something, undergo all the pieces — ideally alongside a authorized skilled. That manner, you’ll know your limitations from day one.
On the finish of the day, manufacturers are chargeable for guaranteeing music used of their content material is correctly licensed. It doesn’t fall to the influencer or the social media platform — they could be concerned, however if you need your content material licensed worry-free, you’ll should put within the legwork. Some platforms, like YouTube, have extra sturdy copyright enforcement instruments. Different platforms, like LinkedIn or X/Twitter, don’t have that very same framework. Both manner, your model continues to be liable in case you’ve not secured the proper license. Utilizing unlicensed music in business social media content material like adverts, boosted posts, and influencer collabs can lead to:
DMCA takedown requests
Account flagging
Audio and content material removing
Demonetization
Authorized claims from rights holders
Reputational harm
That’s a reasonably damning checklist. Right here’s a fast guidelines that will help you keep on the proper facet of the principles.Guidelines for utilizing music in branded social media contentAre you utilizing music in a branded publish, paid marketing campaign, or different business push?Are you reposting or boosting influencer content material that options music?Is an influencer making a sponsored or branded publish in your behalf, and does it embrace music?Are you utilizing a observe throughout a number of platforms?Is your marketing campaign publishing in a number of territories?Is the music you’ve chosen from a catalog that caters to the entire above?In case your reply to the final query is “no,” you would possibly wrestle to seek out authorized peace of thoughts. You’ll want one thing just a little extra sturdy — an settlement that caters to your wants and flexes when required. You want a direct license. You want Epidemic Sound.
8. Why a direct license with Epidemic Sound is your finest wager
An Epidemic Sound subscription goes past royalty-free music, providing you a direct license. We personal all of the rights to our catalog of greater than 50,000 premium tracks, eradicating the headache of conventional music licensing.
Our no-nonsense license covers content material on TikTok, Instagram, YouTube, LinkedIn, and extra. Want clearance for influencers and third events, too? We’ve bought your again.No matter platform and media switch-ups sooner or later, your content material is protected. What you publish throughout a legitimate subscription is licensed endlessly, even in case you select to depart Epidemic Sound.
Bespoke, watertight, and future-proofed, our license is the proper resolution for your small business.
Our Enterprise plan gives all the pieces a model must soundtrack their work on social media. Our devoted digital rights administration group works tirelessly to make sure our licensed customers don’t encounter points when publishing content material on-line. We’ll stroll you thru the licensing course of, offering you and your group with the instruments you’ll want to use music safely.Everybody from Levi’s to Warner Bros. Discovery, The Telegraph to the Miami Dolphins, trusts us to be their soundtracking platform. Don’t danger your small business with a dangerous license — take pleasure in full protection and soundtrack your model, your manner, with Epidemic Sound.
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