Music in advertising, is it important?

What’s music in advertising without a catchy (or perhaps annoying) jingle like the Go Compare advert? Or without a famous artist’s song which reminds you more of the product; rather than the artist?

Music and advertising have a harmonious relationship together. There is massive psychology behind music’s influence on the consumer. According to studies, brands clearly defined by a given type of music are 96% easier for consumers to remember. Therefore, music can be crucial in making your brand memorable. Songs can evoke a range of emotions, and emotions are vital for consumers to connect with your brand’s identity. When paired with the right visuals, music enhances the storyline of an advertisement. For example, upbeat music promotes a happy feeling amongst consumers, and appealing to these emotions can influence purchase behaviour.

Famous Advertising

Let’s have a look at some iconic advertisements where the soundtrack has provided a purpose to the visual.

This iconic John Lewis Christmas Ad, undoubtedly one you remember, is a guaranteed tear-jerker. With a storyline that prods at the heartstrings and a slow-tempo remix of the famous Oasis song Half the World Away, it’s a sentimental advert where the music has heightened the original storyline. Since then, commenters on Youtube have flooded to share their love for the touching advert. What do you think?

If you’re a fan of John Lewis’ festive adverts, check out our blog piece on their 2016 Christmas Ad.

Another famous advert strategically used not one but three popular artists to promote their product. Pepsi brought together Beyonce, Pink and Britney Spears to perform We Will Rock You by Queen.

While using well-known artists can be an expensive affair – with the Pepsi advert costing around 30 million pounds, consumers may spark more interest in a product, knowing it’s related to one of their favourite artists. If you were to remove the music from the advert, do you think it would still be as effective?

Probably not, since the music and the celebrities construct a powerful, rebellious storyline. Popular songs, such as the ones we’ve seen, are known for having emotive power and can drive significant returns.

What about music in advertising on social media?

Is the concept the same for video marketing on social media? 

Typically, we associate music with television adverts. However, video marketing is becoming a popular promotion tool. Social videos generate 1200% more shares than text and image content combined – in other words, something you want to be doing for your brand! Think of TikTok, for example, which uses music as the main crux of its platform, and is currently one of the most popular social media channels. The fact that music increases consumer interest remains, so including this in your video marketing will make your social ads more influential. 

Although, be careful of copyright. Make sure to use music licensing services such as SoundStripe to keep your ad on the right side of the law. 

Basically, an ad without music is like bread without butter. So, if you’re looking to start advertising, don’t forget to add a jingle to make your ad deliver. 

Interested in creating social ads for your brand? Check out how we used Facebook Instant Experience Ads to significantly drive website traffic.