Four tips for marketers to captivate audiences with the power of music

Audio is central to the harmony of video content. Music has the ability to evoke strong emotions, transport viewers to a specific location, bring attention to significant action, and even help to drive the narrative. Grant Farhall looks at how music makes our videos even better.

Video will always need audio to be engaging, even silent films used sound effects from a live band to enhance the story. Like food and wine, proper music and video pairing can also help businesses and brands attract new customers and improve their ROIs. 

The beauty of sound is that it works within the background, but this also means its subtlety can often be overlooked. 92 percent of marketers who use video say it’s an important part of their strategy. Many businesses also shy away from utilising music in social and web videos out of  fear of excessive costs. 

Thankfully, there are now affordable and easy to use tools available. These can make it easy to create professional quality videos complete with powerful audio. This provides an affordable option for using audio.

Here are four tips marketers should consider when strategically pairing music and video to tell impactful stories. 

Know your audience 

Data is key. Age, location, interests, affinities. It’s about having insight into the people you’re trying to reach. This will make all the difference to your social campaigns. Don’t select a piece of audio just because you like it, focus on your target audience and the type of music they listen to. On the flip side, don’t rely on stereotypes. Not all young women love pop songs, nor do all men listen to rock. Be guided by your insights. Ask yourself whether your audio and visual selections are an accurate representation of the community you are looking to represent. 

Be engaging 

Choose audio that is unexpected, engaging and representative of your brand. You want it to be memorable, so don’t settle for the first track you find. 

Brands with music that fit their identity are 96 percent more likely to be recalled than those with non-fit music or no music at all. The goal is for your potential customers to think directly of you when they hear a particular tune. If you’re a start-up with a fast paced environment, something with a fast tempo or by a local indie band might be ideal. Similarly, if you want your audience to feel a particular way about your product, browse audio collections tailored to that emotion. 

Less is more 

81 percent of marketers say videos perform better with music but don’t mix too many different styles. Clashing audio can be distracting and take your viewer’s attention away from the main purpose of your content. 

Depending on the length of your video, one strong track is likely sufficient to make an impact. Choosing to mix genres? Make sure the audio matches the visuals so it can enhance the narrative you are trying to tell. 

Know your rights 

It can be tempting to pull a track off the internet. But this can come with repercussions. Social platforms will flag audio that is subject to licensing restrictions, and will remove the content. If you have licensed the track yourself, check the acceptable use conditions. Always make sure to attribute the relevant credit when you post the content. This is where platforms such as iStock’s Video Editor are a great option. It provides multitudes of license-free audio and visuals available for commercial and personal use. You’re not alone figuring this all out.

Grant Farhall is the iStock chief product officer.