Music advertising is an indispensable tool to help brands connect effectively with customers. Ads without sound often fail to attract the attention of the audience and prevent them from watching the entire video. Even when the viewer has not looked at the screen, the sound is still received by the ears and conveys information. How to use music in ads effectively? Let’s explore Optimal Agency through the article below!
| ☑️ Qualitiy account 💯, no worries about getting lock | ☑️ Immediate use, unlimited spending |
| ☑️ Best rental price | ☑️ Create campaign freely |
| ☑️ Many offers | ☑️ Optimized ads campaigns |
| ☑️ Consulting fast approved ads | ☑️ Safe, secure, effective and affordable |
| ☑️ Diverse services, accounts | ☑️ 24/7 technical support |
Today’s trend is to use music in advertising
Music Marketing is the use of strategic messaging and advertising to connect brands with their customers through music. Music marketing plans can use a variety of tactics, from traditional methods such as distributing mixtapes containing new recordings (a strategy popularized by early hip-hop artists) to modern digital marketing efforts, such as posting video content on social media platforms. The combination of music and media is becoming more and more popular. Catchy tunes, which go viral on many forums, play an important role in enhancing and conveying the message of a particular brand. Successful campaigns often take advantage of the emotional power of music to create a strong connection with customers. For example, using a popular song in an advertisement not only helps attract attention but also evokes emotions and creates positive associations with the brand.
In addition, social media platforms such as TikTok, Instagram, and YouTube have become powerful tools in the Music Marketing strategy. Brands can collaborate with famous artists or influencers to promote their products through music videos or dance challenges. These campaigns not only create attention but also promote interaction and sharing from users, spreading the brand message quickly and widely.
In the digital age, the use of music in marketing is not limited to creating promotional songs. Brands can organize music events, collaborate with artists to launch exclusive products, or even develop playlists on online music platforms such as Spotify and Apple Music. These activities not only increase brand recognition but also create unique and meaningful experiences for customers. Music Marketing is a powerful and flexible tool for building and developing relationships between brands and customers. Using music strategically can bring many benefits, from increasing brand recognition to creating deep emotional connections with customers.
How to use music in ads effectively
To be able to apply music to advertising campaigns most effectively, you can refer to the following specific tips:
Choose a melody that matches the brand personality
Each brand has a distinct identity, similar to human personality but less complex. Successful brands often have a strong sense of personality, which is evident in their marketing activities and strategies. In a US study of 60 of the most popular brands, 1,000 consumers gave their impressions of the brands, assigning them traits such as “humorous,” “cool,” “generous,” “mature,” “sincere,” and “charming.”
According to the BrandZ Global Personality and Strengths Analysis study, 20 typical personality traits were combined into 10 prominent brand archetypes. For example, “Wisemen” like Google or Visa convey knowledge and intelligence, while “Kings” like IBM or Royal Bank of Canada convey a sense of control and trustworthiness. “Charmers” like Louis Vuitton or L’Oreal convey charisma and distinction. Likewise, your brand has its personality traits. Combining musical melodies with these personality traits helps viewers identify your brand more easily. For example, Vinamilk, with the image of a “caring mother,” often uses cheerful and family-related music in their advertisements, to create an emotional connection and emphasize the benefits of the product.
Using a familiar melody from a famous song
The melody of a familiar song when appearing in an advertisement can create a pleasant surprise and this combination helps the audience easily receive the advertising message. Using a famous song, but changing the lyrics to match the advertising message, saves time and costs compared to composing new music. Moreover, a famous song can attract the attention of the song’s fans, increasing communication effectiveness.
However, it should be noted that using an existing song requires purchasing the copyright. If it is an international song, you need to purchase the rights from copyright agents to avoid legal problems.
Distinctive but impressive sound
Annoying music, although seemingly negative, can create a strong impression and help customers remember the brand. For example, advertisements such as Dien May Xanh with the slogan “Want to buy a TV? Come to Dien May Xanh” or “Ponnie sausage, 88% meat” have attracted attention successfully, despite the somewhat annoying music.
This form of Buzz Marketing, although somewhat annoying, helps the brand stand out and be more memorable in the minds of consumers. Advertising campaigns with annoying music can make many people curious and want to see more, thanks to the “haunting” nature that music brings.
Thus, the application of music in a business’s marketing communication activities can be done in many different ways, from combining the melody with the brand’s personality and using famous songs to applying annoying sounds to create a difference and lasting impression.
This is also one of how to build a marketing communication plan that is widely applied today.
Why do many businesses use sound in advertising?
Taking advantage of the power of sound to promote product brands is extremely effective, specifically as follows:
Increasing customer awareness
Every day, we are exposed to a lot of new information, from TV channels, and phones at home, to banners, billboards on the street, and even online advertising environments at the office. An advertising product with good, easy-to-listen, and fun music will increase the viewer’s ability to remember. Sound can stimulate memory, helping us to better remember details about products and brands. Thanks to music, the advertising message is easily engraved in the viewer’s mind, helping them to recognize and remember the product whenever needed.
Sound creates human emotions
Music is the thread that connects human emotions, and can instantly impact emotions such as joy, sadness, excitement, etc. Therefore, using good music in video marketing helps viewers accept the advertisement and love the product brand more easily. A suitable piece of music not only makes the advertisement more attractive but also creates positive emotions, helping to build a strong connection between consumers and the brand.
High virality
Music has a very strong virality. For example, the funny music TVC series The Gioi Di Dong is often played by children every day when eating, and the funny hand-washing song is used by many schools during extracurricular hours. A good piece of music not only attracts viewers but also can spread widely, helping the brand reach many different audiences. Cheerful and engaging music will create a good viral effect, helping the brand quickly become popular and loved.
Create a unique difference for the brand
A piece of music composed specifically for the brand will create a difference from competitors. When listeners need to listen to the music and melody, they can immediately imagine the product brand. That is why when producing TVCs, companies always want to include their product name or brand name in the lyrics. This uniqueness and difference not only helps the brand stand out but also creates a deep impression, helping customers easily recognize and remember the brand.
Suitable for combining transmission on media channels
A music advertisement that uses good music is not only used for TVCs but can also be applied on many different media channels such as radio, promotional events at points of sale, etc. The ability to apply on many media channels helps increase touch points with customers, thereby improving communication effectiveness. An advertising product with good music can easily reach and interact with customers on many different platforms, thereby creating a stronger and more sustainable connection between the brand and customers.
Using music in advertising can create a powerful effect for each campaign. A well-chosen and placed song not only increases the effectiveness of the advertisement but also creates a big buzz for the product and increases the popularity of the brand. This article from Optimal Agency hopes to suggest and inspire those who are planning to produce advertising audio.
Related articles:
- How to create an Inbound Marketing campaign you should know
- Integrated marketing communications planning process from A to Z
- 30+ Common marketing terminology marketers need to know in 2024
Frequently asked questions
Music carries the power of words and melody, becoming an effective means of conveying messages. With the ability to stimulate emotions and create deep impressions, music helps brands connect with audiences naturally and memorably. A suitable song can convey the story, values, and identity of the brand while creating a memorable experience for the listener. Therefore, music becomes an indispensable element in advertising campaigns, contributing to enhancing brand recognition and value.
Music event communication is a powerful tool to connect brands with audiences through a live and vibrant experience. By taking advantage of music and the event atmosphere, communication campaigns not only attract attention but also create memorable memories for attendees. Music events not only provide fun and entertainment but also help brands reach their target audience in an authentic and relatable way. Through sponsorship, promotion, and on-site engagement, brands can increase recognition, build lasting relationships with customers, and create a positive public image.
