Music in Reels and TikToks: what businesses may do
The big music libraries of Instagram and TikTok are usually licensed for private, not promotional use. Businesses need cleared libraries, their own licenses or original sound.
Not legal advice
Legal status: October 13, 2026. This article explains general obligations under German law and is not legal advice. For your individual case, contact a lawyer, your Chamber of Commerce and Industry (IHK) or your Chamber of Crafts (Handwerkskammer). The rules on Meta’s and TikTok’s help pages change often. Check the current version before posting. The sources are listed at the end.
Why is music in Reels a risk for businesses?
The platforms’ music libraries are licensed for private, non-commercial use. Business accounts have only limited access or see only royalty-free libraries. “Commercial” is interpreted broadly: indications are a business or creator account, product promotion, discount codes and collaborations (Osborne Clarke, March 27, 2026).
A hair salon that shows hairstyles on its business profile uses the account commercially. The trending sound from the general library is then no longer private.
Possible consequences are muting or blocking by the platform, as well as cease-and-desist claims and damages calculated as a hypothetical license fee. Intentional infringements can even be criminal (Osborne Clarke).
What does an infringement cost? Recent warning letters
- For a single Reel, €5,300 plus VAT was demanded (case of July 31, 2026, report by the Händlerbund).
- The law firm Frommer Legal sent warning letters to businesses over music on Instagram, with damages claims of €9,000 according to WBS.LEGAL (report, retrieved October 13, 2026).
These are single cases from reports. They show the order of magnitude, not the normal case.
Which music may you use?
| Source | Allowed on | What you need to know |
|---|---|---|
| Meta Sound Collection | Instagram and Facebook | Royalty-free music and sounds that, according to Meta, can also be used commercially. It doesn’t apply to TikTok or YouTube. |
| TikTok Commercial Music Library | TikTok only | Business accounts see only this library under “Add sound”. It is free for businesses; “Premium” tracks can cost extra according to the terms of use (TikTok Ads Help, CML terms of use). |
| Licensed music with a commercial social media license | all channels named in the license | Check that the license explicitly covers commercial social media use on all channels where the video runs. |
| Your own audio track: voiceover, original sound or music you produced yourself | everywhere | The simplest solution. For music, this only applies if you hold all the rights. |
| Trending sounds from the general library | not for business content | Not even by switching to a private account. |
TikTok itself says that the general library is not cleared in advance for content from brands. The business is liable for unlicensed use. Instagram plans to mark royalty-free tracks consistently with “RF” in the future. According to Osborne Clarke, though, not all of them are marked that way yet.
Why is crossposting a trap with music?
A platform-bound library covers only its own platform. If the same clip with music from the Meta Sound Collection also runs on TikTok or YouTube, the music is not automatically licensed there. The same applies the other way around for the TikTok library.
That happens quickly: if you switch on a second channel in the publication editor in companycore, it takes over text and media from the first. Then check whether the music in the video is also allowed for that channel.
What applies to YouTube Shorts?
Shorts longer than 1 minute for which a Content ID claim is active are blocked (YouTube Help, retrieved October 13, 2026).
Which myths persist?
- “15 seconds are allowed.” There is no such rule. Even short excerpts can require a license (Osborne Clarke, March 27, 2026).
- “It works with a creator account.” According to Osborne Clarke (March 27, 2026), a creator account, too, counts as an indication of commercial use.
- “I’ll briefly switch to my private account.” That doesn’t change that the content is commercial. Trending sounds don’t belong in business content via a private account either.
What do you do about a warning letter?
Don’t sign anything in a rush. Have a lawyer review the warning letter before you reply or issue a cease-and-desist declaration (Unterlassungserklärung).
How do you check old Reels?
- Go through your Reels and TikToks from the last few years and note which ones play a song or trending sound.
- Archive critical posts or re-upload them without sound.
- For clips you posted on several platforms, check whether the music is allowed on each platform.
- For every new clip, record where the music comes from and which license applies.
You have to archive or delete posts directly in the platform’s own app. In companycore, published posts can no longer be changed or deleted.
Music and companycore
companycore doesn’t add music and doesn’t edit videos. You upload finished videos to Files (on Home: Photo Library), up to 3 minutes and 200 MB per file, and schedule them in the calendar. You are responsible for the music rights. More about videos is in Files and videos.
On TikTok, you confirm a mandatory checkbox when scheduling: “By posting, you agree to TikTok’s Music Usage Confirmation”. That is TikTok’s mandatory declaration about music. It doesn’t relieve you of checking the rights. All mandatory declarations are explained in Connect TikTok to companycore.
Frequently asked questions
May I use Instagram music in Reels if I have a business account?
Use royalty-free tracks from the Meta Sound Collection, your own music or original sound. The music libraries are licensed for private use; business accounts see a limited library.
Does this also apply to small businesses with few followers?
What counts is whether the account is used commercially. The sources name no follower threshold.
Is it enough if the music only plays for 15 seconds?
No. There is no 15-second rule. Even short excerpts can require a license.
Can I use the same music on Instagram and TikTok?
Only with licensed music whose license covers both platforms and commercial use, or with your own audio track. The Meta Sound Collection applies only to Instagram and Facebook, the TikTok library only to TikTok.
Can companycore add music to my video?
No. companycore doesn’t edit videos and doesn’t add music. You upload the finished video.
Sources
Status of the sources: October 13, 2026. The help pages of Meta and Instagram and the Meta Music Guidelines could not be retrieved verbatim. The details on them are based on search results and reports. Read the current wording at the source before posting. Platforms come first, reports after.
Platforms
- TikTok Ads Help: About the Commercial Music Library
- TikTok: Commercial Music Library User Terms
- Meta Business Help: accessing the licensed music library on Instagram
- Instagram Help: which audio you can use in Reels
- Meta Music Guidelines
- YouTube Help on Shorts, length and Content ID claims
Reports and law firm articles
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