Choosing the Right Music: The Impact of Soundtrack Selection in Post-Production

Imagine spending hours or even days creating a high-quality marketing video that showcases your services. 

You’ve done your homework, researched your audience’s pain points and even recorded high-quality footage. 

You hit publish expecting some sort of engagement and … crickets. 

The corporate video totally fails to engage your audience. 

Why? 

It could be the music.

The truth is, music can make or break your marketing videos.

And unfortunately, many business owners underestimate the power of soundtrack selection during production and post-production. And this can leave their videos feeling flat or disconnected from their intended message. We see it all the time when meeting clients before shooting brand story videos for them.

In this article, we’ll explore the impact of music on video production and post-production. More specifically, we’ll touch on its influence on the mood, message, and overall effectiveness of marketing videos. 

And we’ll also share some examples of marketing videos that went viral thanks to the perfect soundtrack.

And because we feel generous, we’ll also list a few tips to help you find the right music 😉

1. The Emotional Power of Music in Video Production and Post-production

Music has the incredible ability to enhance storytelling. The right music can instantly trigger emotions, set the tone, and reinforce your message. 

In video production, the right soundtrack is crucial to ensuring your audience connects with your brand. 

For instance, upbeat music conveys energy and excitement, while softer music creates a more intimate feel. 

If your marketing video aims to promote a fun event, trending upbeat music could boost excitement and act as a hook. 

But for a more serious or emotional message calming, reflective music could be more appropriate. 

The right audio helps guide viewers’ emotions, making your message stick. And it can act as the glue that hold everything else together.

What’s more, music can be an integral element of your brand identity. How? Consistency in the style of music you choose can help you stand out in a saturated market.

Unfortunately, many business owners struggle with choosing the right music. 

After all, video production and post-production is a full-time job in itself. And it can be overwhelming for business owners juggling hundreds of tasks every week.

Now, to show you how important music can be for your marketing videos, here are a few examples of brands that went or are going viral thanks to their soundtrack.

2. Examples of Marketing Videos That Succeeded Thanks to Soundtrack

Here are some examples of brands leveraging the power of music to reach their target audience.

The Notorious Foodie 

The Notorious Foodie has an incredible following both on TikTok and Instagram. 

@notorious_foodie Braised Beef Cheeks ???????? #easyrecipe #easyrecipes #recipe #beef #asmrfood #recipesoftiktok #cooktok #chef #foodtok #dinnerwithme #redwine #homecook #cookingtiktok #recipesforyou #steak ♬ Days pass – adrianberenguer

The brand really managed to stand out in a sea of cooking accounts. How? 

By mixing gourmet cooking in a sleek kitchen with fast-paced classical music. 

This unique combo gives his videos a classy vibe that sets him apart from other cooks and accounts. 

The fast-paced music matches his quick chopping, which, in turn, makes each video entertaining. And entertaining videos are a currency in the attention economy we live in.

Now, would Notorious Foodie be as successful without his carefully curated classical music soundtrack?

Not judging by his comment sections where hundreds ask for the soundtracks’ names.

Guiness – Good Things Come to Those Who Wait

The music in this epic Guinness ad, features buzzing bass strings and an unrelenting rhythm, acting as the backbone of the video. 

It intensifies the feeling of impatience and anticipation. The viewer is instantly immersed into the scene waiting for the perfect wave just like the surfers on the screen!

Each element—visuals, soundtrack, and narrative—works to create a memorable experience.

By blending these elements so seamlessly, the producer managed to tell a powerful story about patience and reward. 

Melbourne’s Hidden Elegance

In this real estate video, we chose a soothing, yet uplifting song to complement the luxury style of the property we were showcasing. 

And we also used the gentle sound of water lapping at the shore to immerse the viewer into the beach lifestyle of this beautiful neighborhood of Melbourne.

Under Armour’s “Rule Yourself” 

This ad took a different approach to the traditional sportswear ads. 

Instead of choosing a typical epic score or rock anthem, Droga5 opted for “The Last Goodbye” by The Kills. 

This song has more of an emotional ballad feel and takes the viewers into a totally different journey. 

This choice does two things; it perfectly captures the intensity of Michael Phelps’ training. But it also immerses the viewer into an emotional journey, knowing it’s his final Olympics. 

Choosing this song was a clever move and one that paid off, judging by how popular the video was.

In the same vein, Nike’s moving ad showcasing the day Justin Gallegos officially joined Nike athlete’s team was brilliant. We challenge you to watch it and not feel the emotion through the music! 

3. How Soundtrack Affects Viewer Engagement

Engaging your audience emotionally is essential in video production and post-production. And music is one of the most effective tools to do this. 

Studies show that videos with fitting soundtracks are more likely to hold viewers’ attention. And they also show that viewers are more likely to remember videos using impactful music.

By properly aligning the tone and tempo of the music with your visuals, you can guide your viewers’ emotional journey through the content. 

This, in turn, increases retention and improves the chances of your message being remembered.

For instance, imagine a powerful, emotional video about a charity with no music at all—it would likely fall flat. 

Now imagine the same video with a gentle, heartwarming melody in the background. 

The emotional impact would be far greater, pulling viewers in and making the message more memorable.

Here’s an example from UNICEF. The music works to support and give depth to the message.

4. Practical Tips for Choosing the Right Soundtrack

Here are a few tips to choose the right soundtrack in production and post-production:

1. Define Your Objective

This is the number one step. Before jumping into trending audio or scouring music libraries, identify the mood or emotion you want to convey—whether it’s excitement, nostalgia, or curiosity. 

This will ensure your music selection supports and enhances your message.

2. Know Your Audience

knowing your audience is key when crafting marketing videos. The better you know your audience, the more your message will resonate. And the same goes for music. If you know what kind of music your audience responds best to, you’ll be able to craft a video that hits home straight away.

It all depends on your brand and target audience. The key is to research and never guess.

For instance, you might assume a younger audience will like energetic, and contemporary tunes, while an older demographic might prefer something more classical. But it isn’t always the case! A recent study showed that 55% of 18-25 year olds listened to classical music.

3. Use Royalty-Free Music Libraries

These days, it’s pretty easy to find high-quality, royalty-free music. And if you’re wondering where to start, this article lists some of the best music libraries you can use.

4. Experiment During Post-Production

Once you’ve nailed down your objective and audience’s taste, try different styles of music during post-production.

This allows you to see which best fits the visuals and overall tone. 

Once in your video editing software, you’ll be able  to test tracks with varying tempos, lengths, and moods.

5. Trending Audio on Social Media

To find music that resonates with the people right now, particularly on platforms like Instagram or TikTok, explore their in-app trending audio sections. 

These platforms make it really easy for you to find tracks that are currently killing it with social media users.

For instance, on Instagram, you can go under your professional dashboard and click trending audio.

Using trending audio helps you tap into a current trend. And it also boosts the likelihood of your video being pushed to a wider audience.

However, a word of warning about this; don’t try to always use trending audio for the sake of the algorithm. The most important factor in whether or not a video is going to take off is how well the music works with the visuals and overall video.

So, make sure the trending audios you choose work with your marketing videos.

5. The Role of Post-Production Video Editing Software in Music Selection

Professional post-production video editing software offers advanced features that can significantly improve your soundtrack selection:

• Audio Layering: The ability to layer music, sound effects, and dialogue for a crisper sound experience.

• Precise Timing Tools: To ensure the music aligns perfectly with key moments in your video

• Volume Control: Keeping music at the right level so it complements, rather than overpowers, the spoken content.

Top-level video production companies use these tools to make sure every element, from visuals to audio, works in perfect harmony.

Now, there’s definitely a learning curve. You won’t master this overnight. That’s why for best results, hiring professionals is often the best course of action.

6. Avoiding Common Mistakes in Production and Post-Production

Here’s a short production and post-production guide to help you avoid common mistakes:

Don’t Overpower Dialogue: 

Make sure the soundtrack doesn’t drown out your key messages. Viewers need to clearly hear dialogue and calls to action. we can’t tell you how many times we’ve seen videos that overlooked this! Needless to say, the result isn’t great.

Maintain Consistent Volume: 

Abrupt shifts in volume can be jarring for viewers. Always check the audio balance during the post-production phase to ensure a smooth listening experience.

Avoid Cliché Tracks: 

While stock music can be useful, relying too heavily on generic, overused tracks might make your video feel impersonal. So, take some time to explore unique options that suit your brand’s personality.

Need Help with Your Marketing Videos?

As discussed, music is an integral part of video production and post-production. And it can make or break your marketing efforts. 

The right soundtrack will help enhance your brand message, and more importantly, build emotional connections. 

Feeling a little bit overwhelmed?

At DreamCube Productions, we specialise in the production of epic, bold and result-driven marketing videos. Combining high-quality footage with expert post-production techniques, including strategic music selection, our mission is to create videos that cut through the noise and make an impact. 

 So, if you’re ready to focus on video marketing, don’t hesitate to get in touch. We’d love to chat!