In a 1994 study that tested music’s effect on brand attitudes, half the participants watched an apple juice commercial with music while the other half watched it without music.Ģ3% of participants who saw the apple juice commercial with music reported that one of the beverage’s benefits was “drinking a natural drink”. Neglect the musical aspect of your video, and people will think less of your brand. Play a fitting soundtrack or jingle in your video, and you can grab your audience’s attention and evoke the specific emotions and feelings you want them to associate with your brand. In video marketing, choosing the right soundtrack can be the difference between a video that grips your audience from start to finish and one that they can barely get halfway through.
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