A video is a superb marketing tool for virtually any business.
It appeals to anyone from the loading dock to the boardroom.
The combination of visual appeal and oral commentary serves to capture and keep the attention of the viewer.
A well chosen background music track completes the successful presentation.
Yet with so many tunes readily available, how do you choose just the right one?
Think like the Audience
The hip urban professional seeking clothing advice will be much more inclined to view your video to its end if you choose a track that appeals to this particular demographic.
For the informative video that highlights options related to your final expenses, a more somber music track should be chosen.
For tutorials that are made specifically for children, choose upbeat music or some readily available children’s songs.
When Your Content must overrule the Audience
At other times, the content is king and the audience’s taste in music is secondary.
This is usually the case when the subject matter is intricate and a catchy tune might detract from the message of the video.
Examples include online mathematics tutorials, sewing and stitch counting demonstrations, explanations about technical specs or a how-to for accounting software.
Modulate the Volume with Care
You may start with the background music louder during the introductory phase of the video.
Yet as soon as the narrator’s voice comes on, the music track must move into the background.
It is a common mistake to simply increase the volume of the speaker’s voice.
This makes the video difficult to enjoy for an audience that has to turn down the entire presentation.
By intentionally placing the music into the background, you have the added benefit of exercising some dramatic options such as increasing the volume again once the speaker is finished.
Keep a critical Eye and Ear Open
Be your own worst critic and audience member.
While you may love the music track outside of your video, consider whether it really serves to underscore the presentation.
If you find that it detracts from it, or if the snippet is simply too short to fully let the viewer enjoy the music as well as the presentation – it is frustrating to listen to a piece of music that is gradually working up to a culmination only to then have to forgo this auditory satisfaction because the video is over – you might be better served by choosing a different track.
If you need assistance with your marketing, schedule a complimentary strategy session.
