What are the best practices for using sound and music in your video ad?

1 Know your goals

Before you choose the sound and music for your video ad, you need to define your goals and objectives. What are you trying to achieve with your ad? Who are you targeting? What action do you want them to take? How do you want them to feel? These questions will help you select the appropriate sound and music that matches your message, tone, and brand identity.

2 Choose the right format

Depending on your platform, budget, and audience, you may have different options for the format of your video ad. For example, you can use a skippable or non-skippable ad, a bumper ad, a story ad, or a video discovery ad. Each format has its own advantages and limitations, and you need to consider how sound and music will fit into them. For instance, if you use a skippable ad, you need to grab your audience's attention in the first few seconds, before they skip. If you use a non-skippable ad, you need to avoid annoying or distracting your audience with loud or repetitive sound and music.

5 Match the music to the mood

Music can evoke emotions and influence the perception of your video ad. Therefore, you need to choose music that matches the mood and tone of your video ad, as well as your brand personality and values. For example, if you want to create a positive, upbeat, and energetic vibe, you can use music that is fast, bright, and catchy. If you want to create a calm, soothing, and relaxing vibe, you can use music that is slow, soft, and melodic. You can also use music to create contrast or surprise, by switching from one mood to another at certain points.

6 Be original and creative

Finally, you need to be original and creative with your sound and music choices. You want to stand out from the crowd and avoid using clichés or generic sounds and music that your audience has heard before. You can use original or custom-made sound and music, or mix and match different genres, styles, and instruments. You can also use sound and music that relates to your product, service, or industry, or that tells a story or conveys a message. The key is to use sound and music that suits your brand and resonates with your audience.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?