How to choose the right music for your marketing video when you have no musical training

You’ve created a compelling video to market your product, but it feels as if something is missing. It needs that extra something to guide the viewer. Music is key to taking your audience on an emotional journey. And though you may not think so, you already possess the skills to select the ideal soundtrack.

Hiring a musician will take a lot of time and money, and you’re on a budget and a tight deadline. But there are a range of alternatives. Subscription sites (such as Soundstripe) can give you access to hundreds of thousands of tracks with numerous filtering options.

But what genre should you choose? Is major better than minor? WTF is BPM?! Music is a lot, and you feel like you don’t understand any of it!

Music and emotions

It is true: people spend their whole lives learning to perform and create music. But trust your instincts. You understand music. You hear it every day and intuitively understand its emotional impact.

What emotions do you want your viewer to feel as they watch your video? This will guide your choices.

As a visual storyteller, you already know how to evoke emotion. From “Happy Birthday” at a party to the tension-building theme from Jaws, emotions and music go hand in hand. One affects the other.

How to put theory into practice: an example

Let’s say you are marketing a cloud service. What do you want the viewer to feel about this offering? It’s intended to help make their lives simpler, so maybe a sense of ease?

Many subscription services have mood/characteristics as a criterion. Adding this to the filter would result in a more serene music style—something that is easy to listen to.

But you also want to inspire action toward a purchase with a sense of excitement and liveliness. The result is a more fast and upbeat music, suggesting the cloud service increases your productivity.

Keep these emotional goals in mind as you filter your options. Adding and subtracting different emotions can lead to unique sounds and rhythms. So, don’t be afraid to experiment.

Powerful connections

Humans like to connect things, like a crowing rooster to the sunrise, or the sound of a dial-up modem to the entire 1990s. Skill in visual metaphor and symbolism translates perfectly to musical selection. Just as a ukulele may remind you of tropical beaches, or jazz suggests New Orleans, you can choose music that reinforces your message.

This works with music genres and instruments as well. With our cloud-service example, electronic music could underscore the technology aspect, and you could playfully reference the “cloud” concept with wind instruments.

It’s up to you to think about what connections you want to make between your service and your audience. Music is not exclusive to current times, places, or things. Use it how it works best.

Putting it all together

Now it's time to see if your chosen tracks play well with your video. You can watch your entire video with each potential track. This can narrow down your choices by letting you hear each one alongside the visuals. Then, you can use your instincts to choose the right track for your video.

Have someone watch your new and improved video to be sure they are getting the vibes that you intend. Then, you’ll be ready to impress your customers.

You have the skills

Your visual storytelling skills give you a unique edge in creating powerful audio-visual experiences. And you already have the music knowledge needed to find the perfect music accompaniment.

Enhance your music skills further by listening to diverse genres, reading in-depth interviews with composers, and going to a variety of concerts and musicals. All of these will help deepen your understanding of how music affects emotions and tells stories.

Learn to embrace this aspect of video creation. With practice, you'll find that choosing music becomes an exciting part of your process.