Music plays an important role in bringing video to life. It will set the mood of the not only the visuals, but for your company. Something sleek, smooth and jazz infused? Or a bouncy pop song? These are generally the only two styles that businesses are brave enough to go for. Consequently, most people just watch on mute and read the now ubiquitous subtitles.
It doesn’t have to be this way. Turn off the subtitles and commit to your viewers being required to listen as well as look. Engaging two senses at once is more powerful than just one and creating a whole experience will make for stickier content.
The key things to remember:
Get the style right
Think about not simply the video itself, but the brand of your business. If you want to convey fun and upbeat, choose something poppy or quirky, and vice versa. There is a whole world of stock music available, with a lot of it downloadable for free. Take some time to listen to several different pieces from different places until you find something that meets your criteria.
Keep it simple
While it can be tempting to choose music that shows off your good taste and acumen, choosing something loud and overwhelming will have people reaching for the mute button. A gentle piano piece is far more versatile than some Dutch gabber and it is preferable for the music to be ignored than have it actively discourage people from viewing and sharing your video, which will mean all your hard work is for nothing.
Aim for timeliness, not timelessness
Some music is here forever, while other music is just a passing fad that will explode and dissipate within a matter of weeks, or even days. If you can ride that explosion and get your video out into the world with a soundtrack that resembles the latest hit song, you’ll be golden. Choosing something like Beethoven or shelling out for an old classic might sound like a good idea, but for the life cycle of a viral video, it’s not worth trying to make something for the ages.
Hire a composer
If you aren’t happy with any of the free stock music you find, then pay someone to make something bespoke. It sounds like an extravagance, but having a musician make something unique for your video will mean that they can compose the piece to the timing of the video. It’ll make your final results look and sound more professional than they would by shoehorning in something written before you even had the idea for your video.