How Your Social Video’s Soundtrack Can Make All the Difference

Have you ever wondered how some videos capture that perfect “awe factor” that instantly inspires its viewers, while others just fall flat? It can sometimes feel like, unless you spend hundreds of thousands of dollars on your videography, then you’ll never be able to create visuals breathtaking enough to wow your viewers in the same way.

Let us be the first to tell you – just having an amazing looking video isn’t enough to create an amazing feeling video. Just like in the movies, your video’s soundtrack can make a big difference in changing how a viewer feels about what they’re seeing.

For instance, take this video from YouTuber Shelley Craig, where Shelley take a classic scene – Jack Sparrow’s introduction from Pirates of the Caribbean – and puts different soundtracks over the clip to show how the mood of what we’re watching changes:

See how, even in subtle ways, different soundtracks can change the tone of the scene? Like leaning into the comedy of a moment in one version, while foreshadowing something spooky to come in another?

You can use music in the same way to change the tone of your marketing videos. Yes, for your lifestyle and brand videos, you’ll likely want an inspirational soundtrack that elevates your company’s aspirational vision. But sometimes, depending on what product you’re selling, or what demographic you want to reach, you’ll want to get a little more creative.

Take our client Houdini’s Room Escape. Escape rooms are a timed puzzle challenge where you get locked in a room and have to “smart” your way out by finding clues and solving riddles before the clock runs out.

We created a series of social videos for Houdini’s Room Escape to show off their different challenge rooms. Here’s one of the first videos we created for them. Listen to the soundtrack and how it makes you feel:

Notice how the soundtrack has a kind of fun, invitational, yet adventurous feel to it? It works as the perfect score for showing off the different rooms and attracting an audience to find out more about the brand.

Now, listen to this second variation we created for them:

Whoa. With this soundtrack, we’ve replaced the light and adventurous feeling with a sweeping, epic, and challenging feeling. With this video, we’re evoking a more a daunting, even a little bit frightening feeling in our viewers.

So what’s the right choice for you? There’s only one way to find out, and that’s experimenting!

So much of marketing is testing, testing, and more testing. That’s why creating videos for social media is all about content, content, and more content. Don’t limit yourself to just one idea! Even if you use the same footage from the same day of shooting, by changing the soundtrack and the edit, you can create totally new videos.

Want to change your tune and spark some new creative ideas for your video marketing? We can help! Reach out to our team today so we can get started as soon as possible!

Grant Harvey

Grant Harvey