Your marketing video should be as engaging as possible if you want to grab the attention of the consumer. This is achieved by adding all kinds of creative elements — among which is music.
Adding the right music to your marketing video can make a considerable difference in defining the overall mood and tone. This impacts your branding. Consequently, it’s crucial that you choose the right music for every marketing video you share.
Music has the power to change mood instantly. Music is composed of melody and rhythm. When one listens to a rhythm, your heart starts to sync with it to an extent. Thus, if you are listening to music with a slow rhythmical pattern, your heartbeat tends to slows down. Your mood dips too.
The opposite happens when you listen to music with an upbeat rhythm. Your heartbeat increases and your brain interprets this as joyous. Essentially, you get with the beat!
By implication then, adding the right music to your marketing video is imperative. But how do you choose it?
The evolution of marketing videos
It’s worth considering the evolution of marketing videos for a moment.
Global digitization completely changed the world of marketing and how we consume media. Before, the main medium for broadcasting marketing videos and advertisements was TV. Brands across the globe invested heavily in TV advertisements. TV was the best way to reach the highest number of consumers.
Marketing videos or ads were designed solely for television. Everything from visual ratio to the content and storyline, colors, and music were chosen with TV in mind.
Usually, TV ads had a touch of humor and emotional resonance, often with dialogue that addressed the consumer directly. These elements were underscored by a suitable musical soundtrack.
Today, marketing videos have evolved completely. The main platforms are social media. These platforms are the easiest, simplest, and best ways to ensure your video gets watched. Marketing videos are short. The best ones are instantly engaging and entertaining.
Consumers are bombarded with ads of all kinds on a daily basis, especially on their smartphones. They’re unlikely to watch a video longer than a minute. The shrinking attention span means that adding the right music to your marketing video is more important than ever.
Choosing the right music for your marketing video in 2020
Make these your to-do’s:
Decide what message you want to communicate
Every marketing video has a purpose. What’s the purpose of yours? Is your video entertaining, informative, happy, sad, dramatic? Who is your target audience?
Define the mood and pace of the video
Some editors like having the music in hand before they starting cutting. Try adding the right music to your marketing video before the initial cutting is done. This will allow the editor to sync mood with pace and storyline. The result is always strikingly impactful because the music and video work together perfectly.
Choose the right genre of music
It follows by implication that the genre of music you choose can make or break your video. Make sure you match your brand, the content, and overall mood as well as the message you want to communicate. Don’t neglect the voice over either!
Start and end your music correctly
The music you choose shouldn’t start or end too abruptly — unless creative direction calls for this specifically. Nevertheless, beware; good intentions can backfire!
Spending as much time on choosing the right music for your marketing video as you do on the right script, the right voice, and the right visual elements will give you a final product that will serve your brand well.