Welcome to the 21st century and an entire era of social change where people, brands, and even our pets are powered by what is called “pop culture”. It’s a breakthrough, an addiction, and acts as invisible arms that stir our everyday lives in all directions, whether we’re aware of it or not.
But what does that have to do with marketing you may ask?
Well, dear reader, first off, let us congratulate you for your on-point question.
Second, to answer it, how about we take a tiny step back to give you the fuller picture and get to see what even is “Pop Culture”?
Urban Dictionary (yes, it’s a legitimate source of information. kind of) defines popular “pop” culture as the lifestyle and tastes of the majority of mostly younger people. Basically Pop culture changes with the youth of the world.
Nowadays most common pop-culture categories are entertainment (such as film, music, television and video games), sports, news (as in people/places in the news), politics, fashion, technology, and slang.
But for the time being, we decided to shed light on Music and how it’s relatable at all to you as an entrepreneur/startup owner/Marketer or even influencer.
We’d like you to take 5 seconds to think of your current favorite video ad. The first one that pops into your head. Got it? Now, why do you like it so much? Is it the storyline? The characters? The sense of humor? Or is it the way it made you feel? It could even be the fact that your favorite celebrity starred in it. But no matter what the reason is, one thing proves why it was so successful to you: it resonated with you.
And this is exactly the connection between Brands and Music. Music when used in ads, whether that’s a jingle, a song, or a score, boosts the ad to create certain emotions in the minds of customers.
It sets the tone of voice and gives your brand features that are just not as easily conveyed visually. It could be an emotional, funny, dramatic, or suspenseful ad. Whatever the genre is, the music talks and it sure does paint one hell of a picture, metaphorically speaking of course.
Here are even more reasons why your Brand needs to start using music, in all its various forms!
1. Positioning Through Sonic Branding
Contrary to some belief, sonic branding is not in fact using Sony the hedgehog in your content, although that would also be very interesting.
Sonic Branding is a relatively new term that had only been introduced in the past couple of years and it’s basically “Audio cues that accompany brand logos and can drive instant recall from listeners, cementing brands to their signature sound in the minds of consumers.”
Mastercard was one of the earlier brands that debuted this particular method. And their announcement video might give you a better understanding.
“With voice shopping set to hit $40 billion by 2022, audio identities not only connect brands with consumers on a new dimension, but they are also tools enabling consumers to shop, live, and pay in an increasingly digital and mobile world,” the company’s announcement reads.
Source: Fast Company
So, whether that’s Mcdonald’s famous “pa ra pa pa paah”, Netflix’s starting sound or Mastercard’s famous logo notes, sonic logos are the perfect earworms that when heard multiple times, instantly hook the customer to your product or service.
2. Speaking to different target Audience of various ages
If for example, you were to film an ad targeting the elderly and those aged 55+ years old, you wouldn’t exactly choose Mohamed Ramadan as your artist of choice, now would you? You might try and work your magic on a classic piece of music they’ll recognize and love.
That would definitely hit the right note with your target audience (pun intended).
Speaking of using music in ads, here’s a recent perfect example of how Samsung and Ahmed Helmy used a simple and very relatable music style as well as lyrics to get across its release of the newest Samsung Galaxy S20 Ultra.
3. Hello, Visibility! Can you hear me?
One of the main reasons to use music in your marketing is visibility. You see, solo artists, musicians, producers and bands usually have fans of their own, and those fans are consumers.
Which, if you do the math, is actually a lot of prospect fans for YOUR brand!
4. It’s called Pop Culture for a reason
Why use music? because it’s POPULAR. People disagree on a lot of aspects when it comes to content marketing, but Music? Everyone loves it, even if they have different tastes.
A little heads up though, it also makes or breaks the ad. So use your music smartly and it’s guaranteed to massively help you shape your brand as well as convey the emotions that you want.
IN A NUTSHELL
Of course, using music in branding doesn’t necessarily mean spending thousands of pounds to produce an award-winning song; as we mentioned, music can be done in many ways whether that’s a sonic logo, instrumental background music, a little jingle, a melody or even a song by an underground band. The possibilities are endless, and they’re undoubtedly worth trying out. Needless to mention of course: keep in mind any copyrights and do your research beforehand.
What about you? How are you utilizing music on your social media profiles? Let us know if we missed anything!
Wrapping up all the points above, we’re eager to share with you a case study that’s close to heart! Here’s TAC Universe’s latest digital campaign music video: