Using the Power of Music in Your Video Marketing 

April 12, 2022

Music has the potential to influence our lives in many ways. Depending on the type, complexity, personal preferences, and memories, we may experience a perk or a penalty from music. 

Data shows that music can be a remedy helping us lower blood pressure, release stress and even reduce heart rate. Also, it has a significant impact on our cognition process. Within minutes it may change our mood, motivate us to take action, or improve our focus.

Using the right music choice in videos is a great way to drive the viewer into the experience. We can evoke and modulate the desired emotions. 

While videos are one of the best marketing tools in the B2B space, it is essential to be intentional when picking the accompanying tune. 

How to select the right music?

The right music for a video should sound as if it was custom-made. How to find the right piece? Whether the music is for the brand or internal communication video, one should always begin by answering these questions first?

What is the goal of the video?

The music can heighten the engagement of any scene. Therefore, you need to specify the primary message of the video. Define what you want to communicate and how the audience should feel after watching the video. 

Who is the audience?

Every successful marketing project starts with the audience. Thinking in terms of audience demographics and geographics will help you make a good music choice. 

What should be the tone of my video?

The third important aspect to consider is the tone of your video. It can be fast-paced, humorous, informal, energetic, joyful, or on the opposite end - slow, relaxing, formal, sad, or even pessimistic. The tone should always enhance and complement the main message.

Not going through the process of identifying the above factors may have a negative effect on the project. The music that is not a right fit for the video may take credibility from the brand and create unnecessary confusion. 

When we discuss the topic of music in video marketing, we should not stop at brand videos. Music may and often is the leading theme in social media snippets. Also, when creating webinars, it is important to remember about music intro/outro and audio brand intent that help increase engagement. 

Actionable points to implement when selecting the music for your video projects

1. Decide on the type of video. Some music genres work well with certain types of videos e.g.

  • Promotional Video and Ads - dramatic, acoustic music;
  • Explainer Video - light, friendly, electronic, or corporate music;
  • Live-action- narrative music. 

2. Select the music that matches the speed and pace of your video. The best indicator would be the number of beats per minute (BPM). 

3. Try to synchronize the beat with the cut wherever possible.

4. When it comes to the cost of the music, two options are available. You can either use a royalty-free music library or allocate up to 15 % of     your budget to purchase licensed music. 

5. Be careful not to change the structure of the music too much. Listen to the whole track and select one cut that will fit the best. 

Here are great examples showcasing how music can elevate and add interest to video:

Calm background music allows the viewer to focus on the message

Music complementing the kinetic typography

Inviting, upbeat music that evokes interest

Music as the central theme sets the tone for visuals

Music is not an additional element of a good video. It is equally important as the visual. Since most corporate videos do not have a dialogue but a VO, music cannot be undermined. Music is the most crucial element when you desire an impact. 

So if you are looking for your next impactful video, write to us at