Digital marketing campaigns perform best when they’re interactive and engage the viewer. One of the best ways to do that is to reel people in by incorporating music. However, it can be hard for digital marketers to move with so many laws surrounding copyright. How do you find and legally use music for digital marketing? Let’s find out.
Music for Digital Marketing: Is it Important?
Everyone loves music. It’s a fantastic tool that can evoke emotions depending on the tone and beat. The power of music becomes concrete in the advertising industry as ads with music tend to perform better than their silent counterparts. Add the right tune, and your marketing content will perform significantly better. It quickly grabs attention and also fosters a stronger connection with the brand.
In addition, music in advertising encourages retention because music memory is stored in specific parts of the brain. When a consumer hears a sound or song that was played in an ad campaign, they will easily recall the ad and brand. Music also enhances mood, which increases the likelihood of a purchase.
How to Use Music for Marketing Videos
Now that we’ve established why music is so important, it’s time to learn how to use it. What kinds of music should you use for each brand? Moreover, what things should companies consider when picking music for digital marketing?
1. Specify a Goal
Each ad campaign has a goal. Is your campaign intended to promote a product? Should it increase brand awareness or boost the company’s number of newsletter subscribers? What do you want the viewers to take away from the campaign?
The goal will determine what kind of music you use. For instance, an entertaining TV ad might benefit from a catchy brand jingle. Meanwhile, popular music might be more helpful for promoting a product or service on social media. Regardless, the goal is foundational to your decision-making process. In some cases, brands may even commission a musician to create an original song or tune.
2. Target an Audience
Who is the target audience for your ad? The kind of music you use will significantly depend on the demographic. For instance, younger consumers might listen to the top 10 most popular songs in the charts. Meanwhile, older listeners might appreciate songs that were popular in their generation.
3. Choose a Genre
Unless your goal is to illustrate a juxtaposition or create discomfort, the genre of music should match the ad’s visual content. Which genre is most likely to support the ad’s overall message? Rock is an excellent choice if you want a motivating or fast-paced ad. Meanwhile, classical music is a good choice to build tension, create suspense, or foster a specific mood.
4. Think About Placement
Many online users will browse their For You Page or the homepage of a website without sound. If you’re using music, placing your ad on a platform where sound is preferred is important. These platforms include Instagram stories, Facebook stories, Instagram Reels, TikTok Ads, YouTube pre-roll ads, and Spotify.
5. Choose the Right Timing
It’s important to get the timing right when making video ads. This is because you can achieve different effects depending on the timing. Starting from the chorus creates a different effect from a subtle intro. Also, remember to provide moments of pause in the music when there are voiceovers. Lastly, we recommend aligning the visual content with the song’s beat and other audio elements for maximum impact.
6. Decide Between Background and Foreground
Should the music play in the background or serve as the main audio in the ad? This will determine how many songs you choose to play when you play them and how often. If a song is repetitive, it can be annoying to listen to if it’s played in the foreground. On the other hand, a repetitive background tune can be effective.
7. Set a Budget
While there are free music sources, not all songs are free. Many songs require payment for commercial use. Some songs are affordable, while others can be costly, especially if made by a big name.
Distinguishing Music Licenses
There’s a lot of terminology in the music industry. Here are the most common ones you’ll hear about music licensing and how they work:
Fair Use. The term “fair use” refers to a principle that parts of copyright materials can be used without permission from the owner as long as the use is reasonable, does not curtail the owner’s profits, and does not significantly impair the material’s value.- Creative Commons. Creative Commons is a non-profit that provides digital media for people to share and build on legally. However, there are specific permissions and provisions in the fine print you have to be wary of.
- Public Domain. A song unprotected by patents, trademarks, and copyright is unprotected under intellectual property laws.
- Royalty-Free. Royalty-free songs are subject to copyright but do not charge license fees or royalties. However, they may charge other fees for music use and licensing.
- Copyright-Free. Copyright-free songs are unprotected by copyright.
How to Find Music for Digital Marketing
Copyright laws are pretty strict in the music industry. Hence, marketers need to be wary of downloading songs from YouTube or Spotify and slapping them on an ad. They have to be careful about their chosen songs and ensure they have a proper license.
Thankfully, there are some budget-friendly ways to get music for digital marketing. Where can I find music to use on social media? Here are some sources we recommend.
YouTube Audio Library
Content creators are often free to use music from the YouTube Audio Library. If you credit the original creator, marketers can use it for in-app promotions and even outside the app. The channel also breaks down the music into several playlists based on mood or genre.
Creative Commons
Creative Commons is a non-profit where you can gain access to free media. However, there are things in the fine print that marketers must read, as there are still rules surrounding usage and permissions.
Music Licensing Company
A music licensing company provides a music library with tons of songs advertisers can use in their campaigns. Each company will have individual terms and conditions for use. However, music licensing companies are paid and often require a subscription.
TikTok Library
TikTok has an expansive music library that users can add to their videos. However, advertisers should be careful about navigating its advertising restrictions and terms for commercial use.
Independent Musicians
It may be worth investing in a commissioned song if you have the budget. Plenty of independent composers and musicians offer their services online. The great thing about this is you get a completely original song that fits your needs. However, it will be much more expensive.
Frequently Asked Questions
Can You Use Music in a Paid Ad?
You can use music in a paid ad with the proper license.
What Songs Can I Use on Social Media?
Some social media platforms, like TikTok, have built-in music libraries with songs content creators can use. However, without access to these libraries, content creators and marketers must obtain a license to use music. They can also find free songs from different organizations and channels.
Creating Effective Ad Campaigns
The most effective campaigns are those that make a lasting impact on the viewer. Music is one tool that significantly enhances the ad’s performance and facilitates memory retention. However, there are several complexities surrounding music for digital marketing. Marketers should exercise caution and make sure to get the proper licenses before they proceed.
Tanner Grey provides all kinds of digital marketing services to its clients. We can take your brand to the next level. Call us today at 844.500.1339 or contact us online to learn more!
RELATED ARTICLES:
- Data Capture Content: How To Leverage Data For Your Website
- 6 Benefits Of Reddit Digital Marketing
- What Is Buzz Marketing?
