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Music is a crucial part of video marketing that you may not initially think about. But, consider some of the most successful ad campaigns of all time without the music that fueled them.

Using music in your video marketing strategy can take viewers on a journey. It’s another layer of complexity that will market your product or service with just the right tone.

Plus, because music is widely accepted as a “universal language,” it knocks down walls and breaks barriers when it comes to target audiences and demographics.

But, can music really make that big of a difference in your video marketing strategies? Is choosing the right song for a campaign that important?

Yes. In fact, it probably makes a bigger difference than you think, especially if you’re not musically-minded. But, why is it so influential, and why does choosing the right music matter?

It Can Make Emotional Connections

Consider some of the most heartwarming or moving ad campaigns you’ve ever seen. If those videos didn’t include just the right music, the tone would have been completely different.

In the U.S., one of the most successful marketing campaigns over the last decade or so has been for the ASPCA. The organization used Sarah McLachlan’s 1997 hit “Angel” in its campaign videos, with the singer herself narrating over the song. The only visuals were of dogs and cats in shelters, waiting for their forever homes.

The campaign has been engrained into the minds of millions, and it’s largely because of that song. If the organization had used a different song or no music at all, they wouldn’t have drawn out the same emotions from viewers.

This is just one example of how advertisers use music to influence decisions. Music can entertain you, of course. But, it can also make specific campaigns memorable, which is exactly what marketers and businesses should want. That’s why any music you choose to use in your video marketing strategies should be carefully considered before the video gets published.

It Hones in On Target Audiences

Some videos will appeal to almost everyone. But, if you have a specific product or service you’re trying to market, you might want to focus on how you can better appeal to your target audience. Video, in general, is a great way to do that. Some of the benefits include:

  • More social interaction
  • Boosted conversion rates
  • Greater trust and credibility
  • Better shareability

When you combine your video campaigns with the right music, you’ll have an even greater chance of reaching your target audience. For example, if you’re marketing Nike footwear, you’ll probably use music targeted toward Millennials, or upbeat songs and rhythms that will get people motivated to work out and stay active. If you’re advertising for something like a yoga studio or rehabilitation center for sobriety, you’ll want to use something that utilizes the healing properties of music.

Like the ASPCA, you can also consider teaming up with specific music acts to set the right objectives and key results (OKRs) for your campaign:

Plenty of major brands partner up with musicians or work with artists to promote their products. It allows the brand to capture the artist’s existing fanbase. If you’re marketing a product that already fits that audience, using the musician’s song and their presence in your campaigns can make a huge difference in the psychological impact of the video.

How to Find the Right Music

Now that you know music can make or break your video marketing strategies, how can you make sure you’re choosing the right tunes for every video? There are a few tips to keep in mind each time you’re ready to select a song. They can help you to narrow down the selection and find something that makes sense for the campaign and your audience. Some of those helpful hints include:

  • Considering the role music will play in your project
  • Understanding your audience
  • Aligning the music with your message
  • Making sure the music adds to the message instead of taking away from it

If you can’t seem to find a song that fits, it’s sometimes worth it to create your own original music or work with a composer who can bring your campaign to life with just the right feel. That’s an especially effective strategy when you’re going to repurpose the music as part of a series, as an intro for a podcast or show, or you want it to become part of your brand.


In general, music is an incredible communicator. It can speak to almost everyone in different ways, and finding the right song(s) for your video marketing strategies can make or break your success. With that, make music a priority as you move forward. You might be surprised by the difference it makes when you start to recognize its value in your videos.