Content marketing was once a minimally visual experience. Brands created written articles and resources to publish on their websites for internet users to read. Then things became even more image focused with infographics that were designed to be consumed visually, and now brands are increasingly taking things to the next dimension with a third sensory layer, sound. Through video content, marketers can provide an auditory experience that enhances users’ experiences for a memorable interaction with brands.
Brafton recently reported 71 percent of companies are increasing their video budgets this year, and they might be using some of this resource to pair streaming visual media with music. This is something brands like Under Armour have already done successfully, Narrative Founder and CEO Tricia Clarke-Stone told eMarketer in an interview.
In 2013, Under Armor launched a campaign called “Natural Born Hitters” that brought together performing artist Pharrell Williams and football Ray Lewis for a contest that invited user-generated content. The campaign built momentum over the course of its 4-and-a-half-week run and helped the brand connect with a new audience, Clarke-Stone explained.
“Music is a trigger for folks in eliciting emotion and driving action … Marketers will get the most impact where it becomes a fabric or a thread that’s integrated [into campaigns],” she added.
“Music is a trigger for folks in eliciting emotion and driving action.” - Tricia Clarke-Stone.
A separate eMarketer report shows Under Armour isn’t the only brand looking to create a unique sound to pair with memorable message. There is a lower penetration barrier in the digital realm that allows brands creative license, and the music industry is swinging hard in the electronic direction to monetize. According to a report from the Recording Industry Association of America (RIAA), the portion of music distributed over digital channels increased from 51 percent in 2011 to 59 percent in 2012, and smart brands took notice.
Forward-thinking marketers should recognize that the right songs can help them open windows to new demographics and build relationships for continual conversions. Although firms may not have the connections to bring in globally known artists, they can use music to enhance other content types, primarily video, to create a comprehensive experience for consumers.