Video Marketing

Audio In Video Production: Is It Important?

1 Sep 2021

While you may be familiar with silent movies from times gone by, silent marketing videos are not as entertaining or effective. For a brand that is aiming to attract new customers, it is important to stand out from the crowd when it comes to their marketing videos, and specially selected video audio can help them do this.

Audio within videos can make the footage more memorable, can grab the viewers attention or can impact viewer’s emotions, making them more likely to engage with the content. Music is often added to a video during the final stages of production, completing the project and bringing all the creator’s ideas together. When thinking about adding audio to your videos, it is important to consider a number of factors:

Copyright Infringement

It is important that you have permission to use the audio that you have selected in your video, as if you do not, you will be violating copyright or licencing laws. If you do use audio such as music without permission, then your video can be banned on the platforms that you upload it to, such as YouTube. You can also be sued by the owner of the music, meaning that this could be a costly mistake.

Choosing the Right Audio For Your Video

In your video marketing strategy, it is important to consider what type of audio you want to include in your video and what you want audiences to feel about it – whether you want them to be joyful, feel emotional or be shocked, for example. The video and audio should match so that the piece looks like one production rather than feeling disjointed.

When choosing what kind of music or audio to add to the video, it is important to consider the purpose of the video and what you would like it to do. For example, if your video explains a product or complex process, you may want quiet and subtle background music so that the viewer can focus on the information. If it is a product showing off a brand, choose music that will engage viewers, such as dramatic music that harnesses their emotions.

Think of the audience that the video is directed at, and choose music that they enjoy or will recognise. This is important if you are marketing a product or service to a specific target audience, as if you understand them, you are more likely to design an advert that they will like and remember.

If your video has a lot of speech, explanation or instruction, consider an audio bookend. This is a short snippet of music that plays at the start and finish of the footage and helps gain the audience’s attention.

5 Steps to Finding Music for a Video

To search for background music for a video, there are five steps that you should follow. Firstly, search ‘royalty free music’ online to find websites where you can access audio files. These websites should allow you to search by genre or type of music that you are looking for, so make your selections and browse the search results. Next, listen to track previews and narrow down your choice. Once you have made your selection, check the cost to make sure you can cover it with your budget and it is the correct licence for what you want to use it for. If this all looks good, then purchase and download the audio before using it according to the licence you have paid for.


Audio could not be more important when producing a video. It can captivate the audience, entertain them, and help them understand the message you are trying to get across. Video production companies work with you to select the correct audio, making your video stand out from the crowd.

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