Why and how to use music in advertising (no prosecution!)

Who lives in the pineapple on the bottom of the sea?

If your brain immediately calls out the name of this yellow and porous guy in your heart-congratulations! You just made a strong case for using music in your ads.Now we have been paying attention to music television advertise…

…But it is arguably one of the most underutilized strategies online advertise.but You can’t choose any music casually. It is an art and a science (and a law to follow!). Therefore, in this article, we will introduce all the knowledge needed to improve music advertising, including:

• How music can improve advertising effectiveness (science!).
• Techniques for using music in online advertising (emotions!).
• A simple outline of English music license terms (legal!).
• The pros and cons of music licensing services (decision!).

So let’s talk about music in marketing. Are the children ready?

The proven benefits of using music for advertising

Back in 1991, when Britney Spears was all the rage, Pepsi was a big success on crab cake plates like SpongeBob SquarePants. We have learned some consumer brains related to music. The Consumer Research Association conducted a Research on the Influence of Music on Advertising On TV, it was found that the music in the advertisement has improved the overall advertising effect in many ways, including:

• Higher willingness to buy.
• Improve your attitude towards the brand and advertising itself.
• Enhanced consumer persuasiveness and advertising recall.
• Increase preference for advertising products.
• Improved the mental image memory of the product.

Why did the concert in the advertisement have such a strong influence?

The influence of music Purchase decision After years of research, the answer is in the brain. Neuroscientists analyzed the brain mechanisms related to memory and found that words in music are the easiest to remember.This is because Music memories are stored in several different parts of the brain.

Therefore, music can increase advertising recall, mood enhancement, and purchase possibilities.with Given that, on average, potential customers need to have eight touch points with your brand to become the leader in online advertising, which is very important.

But how to use music in online advertising?

The above results are convincing, but this research was done on TV commercials. So, is music important in the new era? Online advertising? Absolutely. Consider these Video marketing statistics:

• Marketers who use video Revenue growth rate increased by 49% Than non-video users.
• Among consumers, 70% purchase After seeing the brand video on social media, it came from a brand.
• Instagram video ad received Participation increased by 3 times Than image ads.
• Adding videos to your website can Conversion rate doubled.
• Social video generation 1200% more shares Than a combination of text and image content.

Think about TikTok. Whether users dance to a track or perform some random tasks, music is a common connection to how users create engaging content.

The truth of the matter is, Video marketing Is a force that cannot be ignored. Use music or Video ad Make them stronger. This creates a great opportunity for everyday marketers to stay ahead of their competitors by thinking outside the box with their way of thinking. Advertising Strategy.

Image Source

You just need to know how, where and when to use it. This is the purpose of this guide. So let’s start by choosing the right music for your advertisement.

How to choose the right music for advertising

Random selection is not enough Royalty-free background music For your ad. We have determined that using the right song has the potential to have a positive impact on how consumers perceive your brand.

However, using the wrong music may cause unwelcome interference with your information. Therefore, when choosing music for your ad, you need to consider the following points:

• Card: Your… is Brand personality? How does this music reflect your brand voice?
• Demographics: There may be a correlation between your market and the type of music they listen to. Look at factors such as age, gender, and similar interests.
• content: Is there a voiceover or music that is the main focus? Do you want people to notice the music immediately?
• information: What are you inspiring? What do you want consumers to do?what mood Do you want them to feel it?

Tips for using music successfully in advertising

After finding the right music, you need to make sure that your ad can attract music-loving audiences. Here are some tips on how to do this.

1. Focus on placements where users are more likely to hear sounds:

Although many Facebook users browse their feeds with the sound turned off, there are other social media platforms (and scenes within Facebook) that prefer sound, including:

2. Targeting audio-focused audiences

Think outside the box and find ways to attract a sound-friendly audience. E.g,

• Marketing to similar audiences who watched a high percentage of previous users Video ad That is focused on audio.
• Consider working with independent musicians or influencers in the audio-focused market and ask them to share your content.
• Ask your audience to vote on the audio of your next ad or video.

3. Remind the user to turn on the sound

Not everyone turns off the sound because they are in public or without headphones. Sometimes they just need to be prompted. Did you know that if a user clicks on the “sound on” tag placed in an Instagram story, it will automatically turn on their audio?

4. Test different sounds

Be sure to perform split testing to ensure the best results. Check out:

• song
• Sound effects
• Male to female dubbing. It depends a lot on your market, but generally speaking, Female voice first Most users!

5. Use subtitles anyway

If the voice in your ad is voice-over, of course you still need to use subtitles. This is given because videos in Facebook and Instagram feeds are muted by default.This is also a best practice Accessibility with tolerance.

How to legally use music in advertising: What is a music license?

If 12-year-old Timmy uploads a YouTube video of his cat and plays Taylor Swift music in the background, the video may be tagged with the T.Swift tag and profit from it.

If a big company plays Taylor Swift’s songs in an advertisement to sell their products, then she might sue you and write a song for it. (As someone who lives in Nashville, trust me, you don’t want a Taylor Swift song about you).

Bottom line: You really need to legally remove all to use music in your ads. This is where music licensing comes in.

Music licensing is a way for publishers, advertisers and even other musicians to obtain legal permission to use other people’s music. Sounds simple, right? But there is more.

Terminology and misunderstandings to know when using music in advertising

So, what exactly is the law of music licensing? How does it serve marketers? Here are five terms you need to know:

1. Reasonable use

• significance: Fair use It is “a legal principle that some copyrighted materials can be used without the permission of the copyright owner, provided that the use is fair and reasonable, does not materially damage the value of the material, and does not reduce the owner Reasonable expected profit.”
• misunderstanding: I want to use this song, it’s fair. I only use it.
• Reality: If you comment on a track, you can only play this song. (This is a very gray area, you may still be sued, so please consult a lawyer first.)

2. Knowledge Sharing

• significance: Creative Commons Is a non-profit organization that enables others to legally establish and share digital media.
• misunderstanding: This song exists, so as long as I credit the artist in my content, I can use it.
• Reality: Artists must still grant a Creative Commons license to be effective. Even so, there are always fine prints on how to use music, and sometimes fine prints under the fine prints. (Hint: Advertising is usually not allowed!)

3. Public domain

• significance: Public area Music is not protected by intellectual property laws such as copyrights, trademarks or patents.
• misunderstanding: This song is old and in the public domain, so I will use this track.
• Reality: Although the original song may be in the public domain, the track you are using was recorded by an orchestra with a master license. You will still be sued—but you will not be sued by the (possibly deceased) original artist.

4. Royalty Free

• significance: Royalty-free music means that the music is protected by copyright, but does not require you to pay royalties (continuous payments) or license fees.
• misunderstanding: This song is free for me to use.
• Reality: You don’t need to pay royalties per use, but licensing and use of music may still involve some fees.

related: 11 places where you can find royalty-free background music

5. No copyright

• significance: This means that music is not protected by copyright.
• misunderstanding: There is no copyright owner for this song, so I can use it.
• Reality: The second party has obtained the right to use the work or the copyright has expired, but it is still not “free”. (In fact, there is really no such thing as free music, because licensing is a confusing network of rules and regulations.)

What is a music licensing service?

As you can see, finding music for commercial use can be a headache.If you often use music in marketing and advertising content, you may want to check Music licensing company.

These companies include companies like Soundstripe, Artlist, and Epidemic Sound, which have a library of songs that you can legally use in advertising. Their terms and conditions were created specifically for this purpose.

Advantages of music licensing service:

• You don’t need to have a law degree to get a music license.
• No one was prosecuted.
• It is easy to find wonderful music to enhance your advertising effect.
• The pricing is relatively cheap (as low as $20/month).

Disadvantages of music licensing service:

• You cannot authorize Taylor Swift songs.

Notes on Music Licensing Service

• Some (but definitely not all) companies have detailed instructions on how to use their music, so you may still need a lawyer to learn the details with you.
• Many companies require a subscription to obtain a music license, and some companies are more expensive than others.

What to look for in a music licensing service

Even if the price is relatively cheap, you still have to pay. Therefore, it is important to ensure that any platform you invest in can bring you the most benefits. Here are some things to be aware of when reviewing music licensing platforms:

• Additional content: Some services also provide stock video and sound effects.
• original music: Certain services (such as Soundstripe) actually hire musicians to create music for the ad.
• Music quality: Some services actually have Grammy-winning artists and producers who work with them.
• Test music: For example, Soundstripe actually tests the conversion rate of music in its own ads.
• “Good songs: Although you cannot authorize the popular music you hear on the radio, there is a “similar song” search tool that allows you to find tracks that are similar to the songs in your mind.
• standardization: Each track is made to the same specifications, so you can easily transition from one track to another.
• Optional function: You can download the stem for each song, so you can choose to mute the singer, drums, guitar, etc.

Start using music in video ads

After all, adding music to your ads can produce some very significant results in your marketing efforts. You can expect to see more positivity about your brand, higher advertising recall and more sales!

Go check some royalty-free music playlists and make sure to check some video marketing best practices before posting your next video ad. Share your marketing results with Soundstripe, yell, and have a chance to win a free year of music!