Choosing Background Music for Your Marketing Videos: 8 Tips

On the surface, background music in commercials and marketing videos is just a minor detail many don’t pay attention to. But we must say this isn’t the case. Background music is among the most relevant factors.

It sets the tone and pace for the whole video, and in many cases, the whole marketing campaign. Several decades ago, music wasn’t, let us say, accessible as it is today. Nowadays, we can easily convert a YouTube video to MP3 in a matter of seconds and use it in our marketing video, which is possible via HitPaw.

But the catch is, how to choose the best background music for your videos?

Let us talk about it.

1. Music Sets the Mood

We’ve already mentioned that background music is crucial because it sets the tone and pace. But we would like to discuss this in greater detail.

You should put yourself in the shoes of your target audience. When you are well aware of all the factors important for your target audience, making this decision should be a breeze. Yet again, this is not always the case, why?

There are so many stories and testimonies of failed marketing campaigns, particularly in choosing music for marketing videos, commercials, and other similar channels.

Music should resemble the brand as a whole, and that is why you should perceive it like that even when you are just about to make one video.

2. Background Means Background

Background Means Background - choose the right background music for your marketing video

Probably the most common mistake marketers make is choosing background music that does not have a, let us say, background nature. What do we mean by this?

We mean that choosing loud, complex music is simply not going to cut it. Most likely it will backfire and do a completely different thing from what you had in mind.

Generally speaking, people are sensitive when it comes to the music taste. Therefore, nobody should be surprised that this can mean losing a significant number of followers or customers in a short period.

Opt for music that will be there to set the tone, but it also should stay in the background.

3. Choosing the Instruments

If you are interested in composing your music, or you want someone to do it for you, there is one thing that you must have in mind. Music that involves digital instruments is a huge no-no. Instruments like acoustic guitar, trumpet, or piano, will certainly make the music more sincere.

Some high-end, digital instruments, can sound amazing when done well, but it must be said that these are exceptions. One way you can decide easier is by going through the examples you can find on social media, TV stations, and other channels, and see how others do it.

It goes without saying that you should start scanning your competition as well, especially if you have a similar target audience.

4. Do Not Use Your Favorite Song

Picking a song for you music marketing video tips - Do Not Use Your Favorite Song

You find countless stories about marketers who decided to just select their favorite song as a theme of their marketing campaign. For instance, using a song, that doesn’t fall under copyright, is as easy as one, two, three. Using a YouTube video to mp3 converter and that’s that.

But, and this is a big but, keep in mind that something you like will not fit many other people. That decision can be good for your target audience, but it is highly unlikely this will be the case.

Naturally, if you are a fan of a song that is absolutely loved by everyone, figuratively speaking, then give it a go.

5. Using Loops

The next factor we feel is important to pay attention to is using loops. That doesn’t mean that using a 10-second loop will do the trick, quite the contrary. Try a different approach.

What we recommend is to try and combine a couple of them. By doing so, you will be able to create a unique sound that will serve as a good tone for a video or campaign in general.

You can use a single loop only when videos are short, up to 10 or 20 seconds. Anything beyond that will simply sound repetitive and will not produce the effect you want it to produce.

6. Steady Pace

Steady Pace - choose the right background music for your marketing video - tips

By ensuring that video background music has a steady pace, you will prevent unexpected emotions from occurring in the minds of your potential customers. Sudden changes of this sort do not bear fruit, and countless experienced marketers have talked about this in detail.

As we’ve said before, people are sensitive to music and this is something you should always keep in mind.

7. Getting Rights

If you have decided on a song that is under the ownership of an individual or a company, there is no way around paying for the rights to use that song.

Sure, there is a possibility that an owner will simply give you the rights without asking for compensation, but these situations are so rare that they practically do not exist.

In any case, not asking for rights before using a song will end up being unpleasant, both emotionally and financially.

8. The Budget

what is your budget for choosing a song for your marketing video

The last thing we want to talk about is something that will determine the whole marketing campaign, including music for a marketing video, the budget. Knowing exactly how much you can spare is crucial.

It will determine whether you will hire someone to compose theme music, or you will simply transform a YouTube video to mp3. At the same time, it will determine how many videos you can make for the campaign, and so on.

The budget determines even the smallest of details. Before you can make any decision, consult with the department responsible for compiling a budget and see how much you can get from them. When we say this is an absolute must, we mean it literally.


Choosing the background music for marketing videos has numerous potential pitfalls, which indicates just how touchy this factor is, for a variety of reasons. There are numerous benefits of implementing music and videos into you marketing strategies, it can significantly improve your stats.

Here, you can find some tips that can help you with making the best possible decision. We are certain you will find useful.


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