This article was contributed by Sunny Arora.
Do you often find it a herculean task to create compelling content for your business? Do you often get the drowning to death feeling while generating leads for your business?
You are not alone.
Most businesses doing content marketing, are finding it hard to break the cutter and showcase themselves amidst the increasing noise.
Take a look at this stat:
“60% of the marketers fail to produce engaging content, consistently.”
The Power of Video
Video is an exciting medium to create story-driven content for your business. Videos grab audience attention and hook them to your content for longer. A video helps you to communicate complex and long information quickly and effectively. It is lively and provides a human touch to your brand communication.
Videos help you tell your brand story in a way that’s both informative and entertaining. They help you to communicate about the USP of your product in as little as just 30 seconds.
Have you started using videos to market your business online?
Take a look at some of these stats:
“85% of the audience in the US watches videos online.”
“61% of businesses have started using video content marketing.”
“E-commerce stores which use video content have an 80% higher conversion rate than those which do not.”
“By 2018, 90% of content shared by Facebook users will be video.”
The attention span of an average human being is just eight seconds.
Businesses need to create content that touches their audience on a deeper level. You need to consistently provide valuable and entertaining content to your audience.
Videos help you to breathe life into your content marketing efforts. You can create exciting video content for each of the stages of the buyer’s journey. You can create videos that:
- Educate your target audience and spread awareness about your business
- Talk about your products and services and their key benefits
- Communicate about the success of your business through client testimonials
- Thank existing customers for their loyalty
You can create animated videos, documentaries, whiteboard videos, explainer videos, testimonials, corporate culture videos, FAQ videos, personalized videos and instructional videos etc. for promoting your business among your audience.
Ready to create videos for your business?
Make sure your video builds that connect with the people your business wishes to reach. Your video should have a story, characters, and background music that appeals to your target audience. It is essential to hire the services of a professional video production company to achieve the desired outcome.
Let’s take a look at some of the ways in which a video’s background music plays a role in its success.
Why the Emphasis on Background Music?
“Music touches us emotionally, where words alone can’t.”
― Johnny Depp
Good background music makes your video more entertaining and memorable. It adds to how your audience perceives your video.
It is the tune of your brand video that your audience will remember and even hum.
Take a look at this example from Apple iPod:
The music of this ad plays in your heart, long after you have seen it. The background score of your video helps you to build an emotional connection with your audience. A video with bad background music will always come across as something unprofessional.
Here are some tips to help you choose music that will work well for your video:
How to Choose the Right Background Music?
Before deciding on the music, you should be clear on goals of your video:
- Is your video skewed towards being informative or entertaining?
- Is it an introductory video or does it talk about a specific product?
- Do you wish to create a fast-paced video or a slow paced one?
Make sure your music is aligned with your brand values and your campaign objectives. It should be according to the message you wish to convey through your video.
Decide on your music on the basis of how you want your audience to feel after watching it.
You could explore from a variety of emotions:
You must also consider factors like the preferred genre, the density of sound, the instruments as well as the tempo.
Avoid using any music that’s dark or gloomy. Remember, your music runs in the background so you must ensure that it’s not so prominent that it distracts the audience from the core message. This is especially true for videos which have a narrative or a voiceover that talks to the audience.
You can also pick up a popular song and include a section from it in your video.
Create a playlist of the possible background scores that could fit into your video. Once you have a playlist you can narrow down to one option that you will use in the final video.
You must ensure that you are using a video that you have the rights to use. Download your music from a resource that provides you with a license or a way to attribute the creator of the music.
Let’s now take a look at some of the best stock music sites that can help you find that awesome background music:
Top Free & Paid Stock Music Resources
YouTube Audio Library
The YouTube audio library has a large collection of free music for your videos. You can easily search this extensive resource for your choice of music on the basis of instrument, genre, and mood.
The Free Music Archive is another great collection of free, public domain as well Creative Commons tacks. The site offers more than 1500 tracks that you can readily download.
IncompeTech is another awesome resource to find free music for your videos. They have a variety of music genres to choose from. You can use the music from this site for free if you provide attribution else you can pay and use it without attribution.
Soundstripe is a paid resource for finding a wide variety of music for your videos. The platform has a simplified user-interface and gives you the option to choose from different music genres, moods, instruments and pace. The yearly subscription of Soundstripe costs you $135 and offers unlimited licenses.
This site provides a wide collection of royalty free music, tracks and sounds. You can sign up to create an account and start buying one off music licenses and packs. The site offers a variety of search options such as mood, instrumental, lyrical and regional.
Public Domain 4U
This resource provides you with some interesting collection of public domain music. The collection is slightly old but it is free to use without attribution.
Audio Jungle is an Envato Market product and offers more than 586,000 tracks in a variety of genres. The site also offers a range of music kits and sound effects. The site offers royalty free music and the licensing starts from just $1. It has a lot of reasonably priced music options.
You can get some amazing variety of royalty free music from this platform. The site’s name is after its owner Bensound who creates all of the music himself. You can provide attribution and use the music on this site for free. You can buy the license in case don’t wish to give attribution.
If you are looking for high-quality background music then Epidemic sound is one option that you can’t afford to miss. The platform allows you to search for the type of music you are looking for, quickly and easily. The licensing on this platform starts at $0.99.
This site has music that was created by Gerry Black. The resource provides a variety of music for your business videos. You can use the music on this site for free by providing the requisite attribution. Alternatively, you can get a license to use the tracks which start at just $18.
What is Public Domain Music?
There is a lot of music out there that you can use without providing any attribution or a license fee. You can freely copy, distribute and use this type of music commercially. All such music is categorized as public domain music.
What is Creative Commons Music?
One of the most popular public copyright licenses is Creative Commons. It enables free distribution of copyrighted music. You can use Creative Commons music for free by giving an attribution to the creator of the piece.
If you have just started out creating videos for your business, then I would suggest that you go for Creative Commons music and provide attribution for it in your video. You will find some high quality Creative Commons music in the resources mentioned above. When you have the budget you can pay for the license and use it without any attribution.
Background music is the soul of your brand videos. It plays a critical role in the success of a your video marketing campaigns. Choose the right one, it will surely help you to leave a lasting impression in the hearts and minds of your audience.
Sunny Arora is the Managing Director of Broadcast2World or B2W for short. Equipped with a highly talented team of Motion Graphic artists and visualizers along with state-of-the-art infrastructure – Broadcast2World endeavors to leverage the innate qualities of online video marketing to deliver high-quality animation that transcends barriers of language and race in order to explain businesses/products in a unique and effective way.