Yes, but assume nobody hears it. Most feed viewers watch with sound off, so the video must work silently and treat music as an enhancement. Use the platform's licensed audio library rather than commercial tracks, since copyrighted music gets videos muted or removed.
Design for silence first
A large majority of feed video is watched without sound. If the video only makes sense with music, it fails for most of its audience. Make the visual sequence and any on-screen text carry the message on their own.
Licensing is the real risk
Using a commercial song without a license can get a video muted, removed, or a page penalized. Platform-native audio libraries are licensed for use on that platform, which is why using the in-app library is generally safer than importing a track.
Native audio helps distribution
Selecting audio inside Instagram or TikTok rather than baking it into the file connects your video to that sound's page, which is an additional discovery path. Videos with the track burned in do not get that.
Choosing well
Match the property rather than the trend. Restrained instrumental music suits a luxury listing; something with more energy suits a short-term rental aimed at a younger audience. Trending audio helps reach but can undercut positioning at the top of the market.
Last reviewed September 2, 2026