Add Emotional Impact to Your Marketing Video with Music - dummies

Add Emotional Impact to Your Marketing Video with Music

By Kevin Daum, Bettina Hein, Matt Scott, Andreas Goeldi

The main purpose of your music selection is to enhance the emotional impact of your marketing video. Even the specific way in which you use music in your edit affects the video’s emotional impact. Try these simple tricks to give your music more emotional impact:

  • Work with the volume level. Music in a video shouldn’t always play at the same volume level. It should be softer and drop into the background whenever it supports dialogue or a voiceover narration, and it should be fairly loud when it stands on its own and drives home an emotional point.

    Most editing programs let you change the volume of a particular track over time. Dramatically increasing the volume of the music track in a key video scene adds quite a powerful effect — Hollywood movies and TV shows do it all the time.

  • Determine the proper timing. A music track doesn’t have to start at its beginning when you insert it in your video. Match the music to the video’s visual content. Most musical selections have hooks — particularly remarkable and recognizable parts. For example, the hook of Beethoven’s Fifth Symphony is the famous “Ta-ta-ta-daaa.” Try to match musical hooks with important moments in the video.