Today, most marketers consider video to be one of the most effective and powerful resources to capture customers’ attention. The video proved capable of capturing the audience’s attention, conveying complex emotions, and much more. So, while few question the power of video to increase the performance of marketing campaigns, the music also plays an important role.
iStock, a leading e-commerce platform providing premium visual content to SMBs, creatives and students everywhere, reveals five reasons why businesses should add music and sound to their video marketing strategies to attract new customers and improve the ROI.
According to Grant Farhall, director of products at iStock, there is a growing interest and benefit in adding subtitles to videos for those who watch them with the sound off in public places. However, the reality is that consumers continue to watch videos with sound on. This is especially important on platforms like YouTube and TikTok, where sound and music play such an important role in how content creators tell their stories today. The dilemma of whether or not to include background music in videos is easily resolved if you consider how your customers interact with your brand on their social media and the platforms you are using.
As reported by VisualGPS, a research initiative by iStock, the social network is generally perceived as a beneficial, though not perfect, way to keep up. connected, entertained and informed – stating that until 1 in 3 people watch videos/video content to learn new skills more often than they did before the pandemic. Some users even take advantage of social media to support their efforts to prioritize self-care. Research has shown that many Gen Z and Millennials turn to TikTok (and Instagram secondarily) to find inspiration, support and outlets for your mental health struggles and successes, where consumers meet a world of licensed healthcare professionals, influencers, and ordinary consumers who share their knowledge, experiences, coping strategies, and more.
O Hootsuite’s 2022 Global State of Digital Report detailed that, in addition to keeping in touch with friends and family, some of the main reasons Internet users between the ages of 16 and 64 use social media platforms are to fill their free time, keep up to date with news and trends, and find content. and inspiration for things to do and buy. When looking at average time spent per month, YouTube had the highest value at 23.7 hours per month, followed by Facebook and TikTok both tied at 19.6 hours per month. While Facebook is famous for popularizing video subtitles for those who prefer them without sound, YouTube has ensured that 96% of its content continues to be watched with sound. TikTok, on the other hand, has been touted as a launching pad for new music artists, to the point that this year’s Grammy nominations for the Best New Artist category list feel like a playlist of viral TikTok songs.
If you want to learn more and discover the best move for your own video marketing strategy, content experts at iStock reveal five reasons why businesses should add music and sound to make their videos stand out and boost the performance of their campaigns:
1. Music helps set the mood
When people interact with social media, the last thing they want is for their scrolling to be interrupted by annoying ads. To create impactful visual content, brands and businesses must create fun, creative and engaging campaigns. Add background music It’s a great way to match your audience’s mood, match your brand’s content with what’s trending, and deliver ads that are less intrusive to your viewers’ eyes and ears. Not to mention, it can be cost-effective these days with affordable, easy-to-use tools like iStock’s new free Video Editor, which makes it easy to create professional-quality videos complete with powerful audio.
2. Music attracts attention
Video marketing is very effective in getting attention as it is widely known that of all the information transmitted to the brain, 90% is visual. However, a great way to improve the performance of your videos is to expand the way you interact with your audience through all of your senses, not just sight. Music will allow you to connect with people who respond better to auditory stimuli. This will also give your videos cohesion, dynamism and can even make someone sway their foot to the beat of the music you select.
3. Music arouses emotions
Viral videos of babies crying with joy listening to their mothers lullabies are a great way to prove just how much emotional music can trigger and how humans inherently have the ability to react positively to the right tune. To harness the power of music to translate emotion and add extra flair to your visual content, add background music to connect on a deeper level with your audience. You can do this by finding and selecting songs by genres or moods that help translate the exact emotion you want to provoke.
4. Sound effects bring content to life
When adding background music, don’t just think about the melody. Sound effects are the perfect tool to give your videos an extra layer of engagement. Define the scene by adding surrounding noise such as footsteps, a certain environment or UI. This will give your video content a clear approach, making it easier for your audience to imagine themselves in the scenario you want to convey.
5. Adding music to videos is far from complicated
There is an internal perception about creating video content that it can be difficult or there is fear of running into copyright issues. The good news is that there are many royalty-free music libraries and free images available online. However, if you want to create unique and powerful video content, a paid subscription to royalty-free music and stock visuals will give your video marketing strategies the right elements to increase your audience’s engagement. Through its industry-leading license, iStock allows you to sync audio with video, images and illustrations, all on one site, with our Premium Plus Video subscription, and secure commercial and global use of this content for any social platform. , app, website, or online digital ad, no worries.
To explore the power of royalty-free music and sound effects to pair audio with your favorite images and videos, visit istock.com/music. Plus, you can sign up for a 1-month free trial and get 10 photos, illustrations and vectors from iStock’s Essentials collection at no cost.
Renata Simões is Creative Content Director at iStock in Latin America.
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