Use of Music in Advertising Paid Campaigns
Everyone loves music. Using it in paid advertising campaigns is a powerful way to get people's attention or appeal to their emotions.
The right music, used in the right way, can have a positive impact on metrics like click-through rate and traffic on your website.
Why is music in Marketing paid campaigns beneficial?
In the past few years we have seen incredible marketing with the connection between music and marketing.
Remember when HP worked with Meghan Trainor to promote the HP Pavilion x360? With this creative ad, HP saw sales increase 26 percent from the previous 12-week average.
Why do music and paid campaigns work so well together?
First, we need to understand the meaning of music as a whole.
How much music do you listen to If you are the average American this is roughly 16 hours a week.
While we all have our favorite genres, most people listen to a variety of styles of music including pop, rock, country, indie, folk, hip hop, etc.
Since music is a part of our everyday life, it makes sense to combine what people love with our marketing campaigns.
There are many reasons why music works in marketing. Some of the most notable are:
1. Music evokes emotions
We'll discuss this in more detail later, but for now it's important to know that numerous studies have shown that music has the power to evoke many emotions.
This shouldn't come as a surprise, because music can make people happy, energetic, relaxed, nostalgic and much more. If you can identify the right music for your ads, then you can evoke the right emotions in your target audience.
2. It can help your audience identify your brand
With the advent of digital marketing, both small and large brands are constantly trying to grab their audience's attention.
It's not easy, especially because it feels like so many brands are following identical or similar trends. Unfortunately, this makes them look and sound the same.
Adding music to marketing campaigns can help your brand stand out in the oversaturated virtual crowd.
3. Increase brand awareness
This one on our list is a continuation of the last point.
Brand awareness is becoming more and more demanding. However, the more your audience associates certain songs or music with your brand, the better they will remember and recognize your brand.
5 ways to use music in marketing Paid ads
In advertising, there isn't a complete plan to follow that guarantees your success. However, the following tips will help you get started on the right path.
1. Set the mood
When you're creating a video for your marketing campaign, it's easy to forget about the music you're going to be using.
A lot of people focus on the other aspects of creating a video: scripting, casting, storyboarding, etc., thinking of music only when it's time to edit the entire piece. If you start looking at the music at the end of the video creation process, there is a risk that the music will sound more like an add-on than an integral part of the video.
Instead, think about the sentiment you want to create from the start, while you are still working on the script and other key staples of your campaign. Taking into account both visual and musical elements from the start will ensure that your paid advertising campaign delivers a cohesive message.
It's also important to know the exact sentiment you're trying to create with your paid ad. A number of studies have shown that different styles of music evoke different emotional responses in the listener.
For example, one study reported that 90 percent of listeners found acoustic guitar sounds to be refined and calming.
The same study also reported that 87 percent of listeners found strings played in sharp and short notes in an important key, causing excitement.
On the flip side, 83 percent of the audience said feelings of sadness arose when those major keys were moved to minor keys.
This shows that different chords, key shifts and melodies have the ability to evoke very specific emotional responses in the listener. For this reason, it is important to be deliberate with your music choices from the beginning of the creative process.
You and your team should ask yourself: What specific emotions do we hope for in our target market? After viewing our ad, what should they do and how should they feel?
The answers to these questions guide the music selection process so you can choose the music that works best for your ads.
Also, remember that you can use music to set the mood in moments when your characters are not speaking. Sometimes there are quiet moments in the intro, in the middle, or at the end of the ad. These have great musical potential.
To get you started with some ideas, here are some basic sentiments you might want to convey in your video ads:
- humorous
- whimsical
- Tense
- mysterious
- dramatic
- carefree
- gloomy
2. To evoke a certain emotion
This is tied to the previous point. While it is important to think about the mood you are trying to convey, it is also important not to get carried away with it.
When trying to choose the right music for your marketing campaign, remember to keep things simple and not to mix too many moods in one campaign.
Too often advertisers try to be too busy when it comes to music. It's important not to overdo it because instead of creating a memorable ad that your audience will like, you will simply end up overwhelming or confusing them.
The old adage "less is more" couldn't be more appropriate.
Pick a specific emotion that you want to evoke and let that emotion be clear from the start of the ad.
Is your ad a PSA and you want to inspire your audience to take a certain action?
Are you promoting a luxury brand and want your audience to associate the product with prestige?
Make it clear what you want to promote and what actions you want your audience to take.
This can be your emotional music guideline that goes best in getting that message across, but also the graphics, editing, and any other element of the display.
3. Make it memorable
Have you ever heard a song and immediately thought of a certain place or time in your life? Or even better, did your mood change immediately?
Why is this happening?
Everything has to do with how we process music. Studies show that we process music using the same part of the brain that processes memory and emotions.
In short, it means that if you can use music to evoke the right emotions in your audience, the ad will be memorable for them, of course.
For example, if your ad is set for a specific time, you can use music from that time. This will help your audience not only remember your ad, but instantly remember it.
As highlighted above, adding music effectively is all about evoking a certain emotion. If you get it right, your ad will be memorable.
4. Improve your message
One of the best ways to enhance your message is through storytelling.
There's a popular marketing phrase you may have come across at some point: "People buy from people they know, like, and trust."
A big part of knowing, liking, and trusting someone comes from connecting with them on a personal level. Stories help us with this. Just think about the last time someone told you a personal story. Did you no longer feel connected to them?
There are several ways to tell a compelling story in ads. Most of the time, you don't even have to say a single word. You can let the pictures and the music determine the story.
Let's look at an ad that managed to effectively combine story and music.
In 2005, Sony created an ad to promote its new HD LCD TVs.
In this video, they wanted to highlight the incredible color that the TV screens are bringing to buyers. To do this, they threw 250,000 balls of different colors through the streets of San Francisco. This incredible picture was accompanied by the sounds of José González & # 39; "Heartbeats".
This ad was eye-catching because the visual and acoustic elements were so well connected. The colored balls are of course very eye-catching and will immediately attract your attention.
The melodic music together with the slow motion ultimately creates a more appealing quality. You can't help but stare at what you see.
These types of ads will become more engaging and memorable.
5. Entertain your audience
When you choose the music for your paid campaigns, it's all about your customers.
Don't make the mistake of thinking about your own taste in music and assuming that your audience will love them too.
When it comes to music in marketing, it's about giving your audience the styles of music they already prefer.
One ad that did this perfectly was a 2004 Pepsi ad.
We know Pepsi loves using popular acts in their ads. However, this one is likely to go down in the history books as one of the most iconic as Pepsi chose to use not one but three of the biggest pop stars of the time: Beyonce, Pink, and Britney Spears.
The pop stars alone could have caught the attention of millions of fans, but Pepsi went even further by adding entertainment value.
In the ad, the artists played a short piece and also sang their rendition of Queens "We Will Rock You". They did this in the Colosseum while disguised as gladiators.
Conclusion
Using music in marketing is an integral part of your paid campaigns. As mentioned earlier, this can help you evoke certain emotions in your audience, increase brand awareness, and drive conversions.
However, getting it right is not as easy as many may think. There are many elements to consider. You need to set the right mood, make the ad memorable, improve your message, entertain your market, and not overdo it by communicating too many messages at once.
If you need help starting a paid campaign with music and other creative elements, our agency will be happy to help. We also offer content marketing and SEO services.
Did you use music in your marketing campaigns? What interesting and fun tips can you share?
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