In the modern digital landscape, the ‘sharing puzzle’ remains a central challenge for marketers aiming to create content that resonates deeply enough to go viral. Social media has become an essential channel for success, where the right music for marketing can help drive viral campaigns and create exponential growth in brand exposure.
As video content continues to dominate the internet, accounting for roughly 60% of all global traffic, the role of background audio has transitioned from a secondary thought to a primary driver of consumer behavior.
The Psychology of Music in Marketing
Music is far more than a simple aesthetic choice; it is a method of influence utilized in commercial advertising to attract attention, carry product messages, and act as a mnemonic device.
Historically, the power of music has been likened to the alluring songs of sirens in Greek mythology, though modern studies focus on how it influences individuals through complex emotional and cognitive procedures.
Music has the unique power to captivate attention, evoke specific emotions, and reinforce the emotional connection between a consumer and a brand.
A Lancashire University research into the structural components of music (such as tempo, volume, and pitch) shows that these elements contribute significantly to user affect and recall. In a study of major network advertisements, it was found that approximately 80% of music used was instrumental, often utilizing a major mode and moderate tempo to create a favorable, persuasive atmosphere.
By choosing music that aligns with a brand’s identity, companies can leave a lasting impression and even influence physical behaviors, such as increasing the time spent in a store or the propensity to make an impulsive purchase.
How much can music impact marketing?
A critical question for digital marketers is whether simply using a popular song will guarantee that a video advertisement goes viral.
To investigate this, researchers conducted an experiment using variations of Budweiser’s famous “Puppy Love” commercial to see how different soundtracks affected the likelihood of users sharing the video.
The study focused on two primary variables: music popularity and music fit. Musical fit is defined as the subjective perception that the music is relevant or appropriate to the visuals, plot, or central message of the advertisement. This is driven by “pattern activation,” where the matching of two stimuli (audio and visual) makes their shared attributes more salient to the viewer.
For instance, classical music might fit a luxury car ad by reinforcing themes of prestige and high art.
The results of the “Puppy Love” experiment were definitive:
- Music fit has a significant impact on the decision to share a video.
- When the music fits the video, the probability of sharing is drastically higher; for the original “Puppy Love” version, the probability of sharing was 6.45 times higher when the viewer felt the music fit.
- In the most extreme case, the probability of sharing was almost 10 times higher when the music was perceived to fit versus when it did not.
- Music popularity alone does not significantly increase sharing. Using a popular song that does not fit the plot can actually lead to negative responses.
- The maximum likelihood of virality occurs when the music is both popular and fits the visuals.
These findings suggest that marketers should prioritize a soundtrack that fits the overall plot and visuals rather than just selecting a song based on its chart ranking.
Creating a Powerful Sonic Identity
In a competitive market, personalized music has emerged as a strategic lever for differentiating a brand. Just as a company has a visual logo, it also requires a “sonic identity” or signature sound that reinforces its personality across all touchpoints, from physical stores to mobile apps.
This sonic identity is often crafted through collaboration with specialized agencies that analyze a brand’s values, target audience, and environment to translate them into a musical language. A major advantage of modern sound marketing is its adaptability and flexibility.
Technology now allows businesses to adapt their background playlists based on the day of the week or the specific “vibe” required for different times of the day (such as high-energy music for a sports bar during a game versus a calm atmosphere for a family restaurant).
Furthermore, an effective sonic strategy extends beyond the point of sale. By sharing curated playlists on social networks or using specific audio in digital ads, brands can maintain a constant musical presence in the daily lives of their customers, strengthening brand recognition and loyalty.
Read our guide to learn how to shape your brand’s audio strategy.
Immersive Experiences: The Impact of Music in Videos
While music alone is powerful, pairing it with compelling visuals creates an even deeper impact. In retail and hospitality, integrating music in marketing videos can significantly enrich the ambiance, encouraging customers to stay longer—a concept known as “dwell time”.
The data supporting the use of quality and impactful music in videos is striking:
- Strategic adjustments to music can lead to a 20% increase in the time a consumer stays within a store.
- Music videos engage customers both emotionally and cognitively, deepening the story behind the audio.
- Music alone can resonate with a brand’s identity and potentially lead to a 9% growth in sales.
For businesses, this means that providing a memorable music video experience can boost brand recall and customer loyalty, as clients are more likely to return if they sense a positive, multi-sensory experience.
Integrating Music for Social Media Strategy
The explosion of short-form video on platforms like TikTok, Instagram Reels, and YouTube Shorts has revolutionized marketing. Music is now central to these platforms, with TikTok reporting that music is a featured element in 90% of its most-viewed videos.
Make sure to use the music legally; that’s where royalty-free music comes in handy.
Companies are increasingly using music for marketing to drive engagement in these formats:
- Discovery: 68% of social media users discover new music through short-form video content.
- Virality: Catchy 15-second music clips tied to specific routines or challenges can translate into massive success on streaming charts.
- Personalization: AI is reshaping the landscape by offering personalized background music for social content and curated playlists based on user behavior.
By leveraging these platforms, brands can create unique, tailored musical experiences that enhance engagement and foster a sense of community around the brand.
Read our guide to learn how to engage followers on social media.
Data-Driven Optimization: A/B Testing Your Audio
Because the relationship between audio and visuals is so nuanced, successful brands rely on A/B testing (or split testing) to refine their marketing materials. A/B testing allows businesses to test two versions of an ad to see which one performs better based on metrics like click-through rate (CTR) or site conversion rate.
When optimizing marketing videos through testing, businesses should focus on several key audio-visual components:
- Music and Sound Effects: Testing different genres, tempos, and voice-over styles to see what enhances engagement.
- Opening Scenes: The first few seconds are crucial for capturing attention; the right music “hook” can be decisive.
- Call-to-Action (CTA): Finding the right verbal or visual prompt to drive conversions.
The Multi-Sensory Advantage
The most effective marketing strategies often involve creating experiences that touch multiple senses simultaneously. By associating music with other elements (visual aesthetics, specific scents, or even taste), brands can offer a unique and engaging environment.
For instance, luxury cosmetics brands often use music in conjunction with pleasant scents to create a sensory environment that reinforces their high-end image. This level of integration transforms a routine visit into a memorable event, influencing the consumer’s perception of product quality and their overall satisfaction.
Conclusion: Harmonizing Strategy and Emotion
In a “media-soaked society,” music for marketing purposes is no longer a luxury; it is a necessity for those seeking to stand out in a saturated market.
Whether it is through the careful selection of a soundtrack that “fits” a viral video, the creation of a flexible sonic identity for a retail space, or the use of music videos to increase customer dwell time, the goal remains the same: to create a memorable, emotional connection with the consumer.
By grounding strategies in data through A/B testing and leveraging modern platforms like short-form video, brands can navigate the evolving marketing landscape. While music is not the “whole picture” of the sharing puzzle, it is a vital piece that can transform a routine advertisement into a viral phenomenon. The most successful marketers will be those who can orchestrate campaigns that not only capture the eye but also resonate deeply with the ear.
Listen to our playlists on Spotify! Every track is available in the Bensound catalogue.
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