Music has power to trigger emotions that is virtually unmatched. Music, therefore, is an essential element to marketing content, ultimately leveraging the effectiveness of a business’s content by cueing emotions and helping to set the audience’s expectations. Just as an infographic adds another dimension, a visual one, to a written piece of content, music adds yet another dimension, an audible one. Because it helps reach an audience much more deeply, arousing interest and setting the tone for the content, adding music to visual content can help increase your return on investment for the content.
Music is so diverse that it can set the tone for the rest of the content and help get the audience into the right mood. Depending on the type of music chosen, the audience can be made to feel excited, comforted, apprehensive, motivated, or any other number of other emotions that can trigger further interest or buying behavior. The marketer should identify how he or she wants the audience to feel when viewing the content and then choose the music accordingly. The demographics of the target audience should also be taken into consideration – gender, age, etc.
Additionally, making thoughtful choices about the music used can boost a piece of content above a competitor’s and help a business stand out from the crowd. If the music is recognizable or does an exceptional job of bringing the content to life, it will likely grab the audience’s attention better than similar content from competitors. Of course, it’s also important that the music chosen does not distract the audience from the point of the content, so care should be taken when choosing it.
Music may not be appropriate for every type of content; for example, an epic, orchestral soundtrack might be distracting for a simple, straightforward video or blog post. But there are many types of content or media that would be vastly improved with the addition of music. To give you an idea, we’ve listed a few below.
Advertisements and Consumer Content
All too often, people are tempted to roll their eyes and click away from a webpage or mute the TV when an advertisement or promotional video disrupts the flow of what they were watching or doing on their digital devices. Adding music to the content can help grab an audience’s attention before they have the chance to click away. Exceptional creativity always helps, of course – take this advertisement for Evian water, for example, which has no voice track at all and simply uses an entertaining video coupled with a catchy soundtrack to catch its audience’s attention.
Internal Company Content
- Sometimes a workforce can feel tired or burned out; in these times, executives will often send out a company-wide message to help re-motivate workers. Recent studies show that employees are more likely to absorb a company message if it is received through video. According to a recent study by Kaltura, “State of Video in the Enterprise,” the use of video vastly improves business functions such as knowledge sharing, communications, and employee creativity. As long as it doesn’t border on cheesy, upbeat music can give these videos an extra boost to help the workforce regain their sense of motivation and drive.
- Companies that want to attract the highest talent need to portray themselves as fun and exciting places to work. Using music in content promoting company careers can help set the tone for the company. This video from BambooHR, for example, uses an energetic, upbeat soundtrack to reflect an exciting work environment.
Explanation or Support Content
- Especially when complex solutions or lengthy explanations are involved, explainer videos are essential to today’s B2B companies. The problem is getting customers to actually watch these videos, as they can be extremely dry. Creativity brings explainer content a long way, and one surefire way to dress up an explainer video is through music. Spotify’s explainer video, for example, has no voice track, but simply uses upbeat music to draw the viewer in and accentuate the explanation of how to use Spotify.
Music is powerful; overlooking it in the business world can only be a mistake. Whenever a piece of content is designed to evoke a certain emotion in the audience, marketers would do well to consider whether the addition of music might bring the content to the next level. In order to set exactly the right mood for the content, it helps to have access to a music database with a wide variety of styles and tones. AudioBlocks.com offers just that, giving you access to unlimited downloads of royalty-free production music, sound effects, and loops through its unique subscription model.
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