Ah, the sweet sound of marketing success.
If there’s one thing I’ve learned in my years navigating the ever-evolving world of digital marketing, it’s this: music is a game-changer. It’s not just background noise; it’s the secret sauce that can transform a good campaign into a memorable, impactful one. So, let’s dive into the rhythm and rhyme of why music matters in marketing.
The Emotional Connection
Imagine this: You’re watching a commercial, and suddenly, a familiar song starts playing. Instantly, you’re transported back to a moment in time, feeling all the feels. That’s the magic of music—it taps into our emotions like nothing else. In marketing, creating an emotional connection with your audience is gold. Whether it’s a nostalgic tune or an upbeat anthem, the right music can evoke powerful emotions that make your message stick.
Emotional connection is exactly why it’s a no-brainer that “trending audio” has become a lasting aspect of today’s short-form video world. Think about Instagram Reels, TikToks, or YouTube Shorts without music, right? The accessibility of music across social media has not only upped our content game, but it’s created an avenue for how we discover new music, established major partnerships between the social media platform and music industry giants, and changed the way that music artists of today create…for better and for worse (but that’s a blog for another day).
And if you don’t know THE BEST ways to find trending audio for your content, read to the end for a mini-masterclass. 😉
Setting the Tone
Music isn’t just about feelings; it’s about setting the tone. Picture a beachside café commercial. Would you rather hear a serene acoustic guitar or a heavy metal riff? Exactly. Your chosen music sets the stage for your brand’s story, creating an atmosphere that aligns with your message and audience. It’s all about creating the right vibe that resonates with your target market.
Boosting Brand Recall
Let’s be real: Standing out is tough in the fast-paced digital world. But here’s a fun fact—music can help. Studies show that music enhances memory. A catchy jingle or a memorable song can make your brand more recognizable and easier to recall. Think about the iconic jingles you still remember from childhood; that’s the power of music at work.
Here are some sites we use to find music for client videos, podcast intros/outros, reels, etc:
you can download a full track, or you can pick apart the melody from the bass from the lyrics, etc., and download wherever aspect of the music you want
It is also great for stock videos and photos
Creating Consistency
In the realm of digital marketing, consistency is key. Music can be a crucial element of your brand’s identity. Using a consistent style or even a signature tune across your campaigns can reinforce your brand’s image and make it more cohesive. It’s like your brand’s unique, recognizable, and consistent musical fingerprint.
Engaging the Senses
We live in a multisensory world. While visuals are vital, adding an auditory element can elevate your marketing efforts. Music engages another sense, making your content more immersive and engaging. Whether it’s a podcast intro, a YouTube ad, or a social media post, incorporating music can capture and hold attention longer.
Driving Action
Last but not least, music can drive action. The right tempo and rhythm can inspire excitement and urgency, nudging your audience towards making a purchase or taking the next step. Upbeat tunes can energize and motivate, while slower melodies can create a sense of calm and trust.
The track's volume is also important, especially when a voice-over (VO) or other audio is layered on top; make sure to find the proper volume balance with music in your short-form videos.
Here’s where you can adjust your track volume in Instagram:
Here’s where you can adjust your track volume in TikTok:
and here’s where you can adjust the part of the audio that plays (because ya, know, sometimes certain lyrics or melodies of a song just hit different):
A Personal Touch
Let’s not forget the personal touch. As a California girl who’s been in the game for a while, I’ve seen firsthand how the right playlist can transform a campaign. Whether it’s the chill vibes of a surf-rock track for a local beachwear brand or the slick beats of a pop song for a trendy tech gadget, music adds a layer of authenticity and relatability. Don’t underestimate the power of a good tune. Music is more than just a background element; it’s a dynamic tool that can enhance your marketing efforts in ways you might not have imagined.
And speaking of dynamic tools and that mini-masterclass on finding trending audio that we promised you a few paragraphs ago, here’s the tea:
On Instagram:
Watch Lots of Reels
This might not feel like work, but it’s important to do your research on any platform that you’re using for business (especially if you want to use it to make money). So dedicate some time to just scrolling your Reels feed and Explore Page: You’ll soon notice that you’re hearing certain audio over and over again.
While you’re scrolling, pay attention to the audio title at the bottom of the screen. When a song is trending, a little “up” arrow will appear next to it.
PRO TIP: When you see the arrow, tap it and IG will show you a list of Top 50 trending songs.
Use Instagram Reels Templates
Two hacks in one: Use Reel templates to find trending songs and to speed up and simplify the Reel editing process.
To find a Reel template, open up the Reels editor and tap “Templates” at the bottom.
Then, scroll down to Trending templates. Trending templates use trending audio (you can’t really have one without the other), and this tool does much of the editing for you.
Use TikTok
Don’t tell the TikTokers, but they’re right: many Instagram trends are born on TikTok. Keeping track of what’s trending on TikTok will only help your Instagram Reels strategy and often keep you one step ahead.
To use a Swiftie example—the viral Bejeweled dance trend (including the audio) started on TikTok…
… but remained strong on Instagram Reels even seven months later.
On TikTok:
Your own FYP
The beauty of trending content on TikTok is that it’s easily presented to you right on your For You Page. Unless you’ve royally messed up your algorithm with weird browsing habits, chances are you’ll have viral content on your FYP when you open the app.
If you notice a sound that’s been used more than once on a cursory scroll, you might have a trending sound. Tap on the song (at the bottom right) and see what else is happening.
The song’s landing page allows you to add it to your favorites, share it with friends, or use the audio right away.
But this is also a great place to see if an audio trend has really gone mainstream. Check out how many other videos on TikTok use that sound and you’ll have a pretty good sense of whether a song is truly viral.
TikTok’s Search Bar
In addition to its timeline, TikTok has a powerful search function. You can find plenty of great trending content just by hitting the search bar. Even something as obvious as “viral sounds” will bring up, well, plenty of viral sounds.
You can hit the Hashtags tab of the search results for another set of popular options. Users often hijack trending songs with content unrelated to the trend, but you should strike gold without too much effort.
TikTok’s sound library
It’s obvious, for sure, but still worth noting that the best place to find trending TikTok sounds is, well, the TikTok sound library.
The sound tab makes it easy to find a list of recommended playlists with trending sounds. For more inspiration, be sure to look at the “Featured” and “TikTok Viral” playlists.
So, next time you’re crafting a campaign, think about the soundtrack. In the symphony of digital marketing, music is the maestro.
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