Choosing the Right Soundtrack for Your Marketing Promos
How do you choose the right music for your promotional videos? Here are three practical tips, real-world examples, and a quick comparison between trending and original soundtracks.
Brought to you by JM Musique, in partnership with W+M Advertising Design Services.
Hello,
Music isn’t just background noise — it’s a driver of emotion and brand perception.
On social media, the right soundtrack can grab attention, spark a feeling, and increase engagement. After exploring the importance of visuals in our previous feature, this month we look at how sound becomes an equally powerful marketing lever.
At JM Musique, every composition is designed to strengthen the emotional connection between image, rhythm, and message.
In this feature, we explore how to choose the perfect soundtrack for your campaigns — and how to use the available tracks on the JM Musique YouTube channel.
Understanding the Strategic Role of Sound
A soundtrack influences pacing, emotional tone, and message perception. The right choice depends on your campaign’s mood and intent:
Type of Promo - Recommended Mood - JM Musique Example
Product demo or showcase - Energetic, confident, rhythmic - Under the Clouds (W+M MusicScore Mix).
Brand story or corporate video - Calm, fluid, uplifting - At the Corner (Instrumental).
Artistic or creative content - Original, inspiring, textured - Poor King (Acoustic Mix).
Event promo or product launch - Powerful, punchy, rock or electronic - Desert (Instrumental).
A soundtrack that’s too neutral makes a video forgettable, while one that’s too strong can overpower the message.
The art lies in balancing presence and support.
Building a Consistent Sonic Identity
Just like a visual brand guide, every company should develop a sonic identity. A recognizable musical signature that returns from one piece of content to the next.
Audiences subconsciously associate a musical style with your brand. Reusing the same kind of ambiance across your videos boosts memorability and brand cohesion.
That’s why JM Musique offers a catalogue of tailor-made soundtracks — original compositions integrated into W+M productions or available under custom licenses, covering a wide range of moods and tempos for different uses.
Adapting Music to the Platform
Short formats (Reels, Stories, TikTok): choose punchy intros (0–10 s).
Meta or YouTube ads: structure your audio with a peak in intensity between 15 and 25 seconds.
Long-form content or web series: go for evolving soundtracks with smooth transitions.
The W+M team can adjust your audio edits — shorter versions, fade-ins and fade-outs, or balanced mixes with voice and music — to maximize clarity and impact.
Practical Tips for Your Audio Marketing Strategy
1. Identify the main emotion behind your message. Before selecting a track, ask yourself what you want people to feel: trust, curiosity, nostalgia, energy? A clear emotion naturally guides your choice of tempo, instruments, and musical style.
2. Test the track with your visuals before deciding. A piece that sounds perfect alone might become overwhelming once paired with video. Try different options: lower the volume, change the rhythm, and observe how each track affects your visual impact.
3. Pick a soundtrack that fits multiple formats. A strong soundtrack should work in both a 15-second Story and a one-minute video. Choose music with a modular structure — intro, build-up, and finale — so your editors can easily adapt it across platforms.
Trending Track or Custom Soundtrack?
Social platforms overflow with trending music tied to challenges, memes, and viral formats. But for a brand or creator aiming for long-term recognition, it’s important to know when to ride a trend — and when to rely on your own sonic identity.
Trending tracks
Advantages:
Benefit from platform algorithms.
Quickly grab attention and boost organic reach.
Ideal for Stories, Reels, and casual social posts.
Limitations:
Restricted commercial use — many popular songs are not allowed in paid ads.
Temporary availability — a viral sound today might vanish tomorrow.
Little long-term brand consistency.
Custom soundtracks (like those from JM Musique)
Advantages:
Unique and recognizable sonic identity across campaigns.
No restrictions for commercial or professional use.
Easy to tailor for different lengths, formats, and tones.
The right balance:
To maximize impact, alternate between both approaches:
Use trending tracks to keep your organic content lively and connected to your community.
Use custom tracks to anchor your ads, official videos, and branded series.
At JM Musique, every soundtrack is designed to blend emotion, rhythm, and brand coherence — helping your message resonate across every platform.
Conclusion
An image catches the eye, but sound captures the memory. By choosing the right soundtrack, you turn a simple promotional video into a full sensory experience.
With JM Musique and W+M Advertising Services, any brand can now align its visual world with a distinctive sonic identity ready to echo across all platforms.
Thank you,
Jeff Maheux
Production and writing: Services W+M.
W+M exclusive music features — They Rock!
www.youtube.com/@JMMusiqueProd
You’ll find:
Full instrumental tracks from Under the Clouds, At the Corner, Desert, and Poor King;
Versions ready to integrate into your video campaigns;
“MusicScore” sessions designed for creators and partner agencies.
The ideal soundtrack library for your promos, podcast intros, and social videos.
How do you choose the right music for your promotional videos? Here are three practical tips, real-world examples, and a quick comparison between trending and original soundtracks.