Most viewers don’t recall the music that played in a video ad after they’ve watched it, but that doesn’t mean it’s not important! Music follows the story of your video and keeps it from seeming flat or empty. If there was only silence behind the footage, or even behind voiceover or on-screen dialogue, viewers would be sure to notice.
However, music needs to be implemented correctly to add to your video, not distract from it. Here are a few tips to get it right.
Music and tone
One of the biggest impacts background music can have on your video is setting the tone. Even if they don’t recognize it right away, music can influence
viewers’ emotions
so they connect more to your story.
Think about what you want your audience to feel while they watch your video. Should they feel inspired, sad, nostalgic, excited or just content? Match the background music to this mood. Soft, slow piano accompaniment will fit a somber or moving video, while an upbeat pop song won’t. If you want the music to provide a steady backdrop for the video, you’ll want to avoid using anything too dramatic or distracting.
Also consider who your target audience is. Certain genres of music might be more appropriate for one generation or audience group than another.
Music can create consistency
If you’re creating a campaign with multiple videos, it might be a good idea to use the same music across all of them. Not only can this save you money in composition or acquisition fees, but it can
create consistency
across the entire campaign. Of course, you’ll want to make sure the music is still appropriate for each video. If the videos differ in tone or pace, using the same music might be jarring.
Campaigns that use a well-known melody or jingle should aim to include this piece of music at some point in each of the videos—usually at the very end. Doing so can improve memorability and dramatically increase
brand awareness
and recognition.
Navigating music rights
You can’t use just any music in your video. Most compositions are legally protected and cost money to use. Fortunately, there are a few different options that are appropriate for a range of budgets.
• Royalty-free music: Some music is available for free under a creative commons license, meaning you can use it with few restrictions without paying royalties. Other royalty-free compositions might cost a small amount upfront but are available for your use after you pay. Royalty-free tracks come in a range of styles, but some might be overused.
• Licensed music: If there’s a particular mainstream song you want to use in your video, you may need to pay to license the music. This can get quite expensive, depending on the song, so it’s only a good idea in specific instances.
• Custom music: By hiring a composer, you can have custom music made for your brand to incorporate into your marketing videos. This option gives you more creative control over the mood of your music without the expense of music licensing.
Music has the power to transform your videos and ensure they send the right message. At Spin Creative, we help brands leverage the right music and other elements for their video campaigns.
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About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
