By Gina Reuscher
Quality video content can manipulate emotions and convey meaning far beyond the capability of written words or any still images. But videos aren’t effective simply because customers can see you or view the vehicle, they also work well because another sense is stimulated – sound. In a personalized video email, your voice and message is conveyed without ambiguity. Customers can see your facial expressions, hear your tone of voice and interpret what you’re saying in the most effective way. And, music can take the experience to a whole new level.
Imagine going to see Jaws with no soundtrack. That “duh na duh na” whenever Jaws is around instills fear without the shark even being on screen. In fact, many of you probably had the sound from the famous score come into your head as you read this. That music is just as famous as the movie. It was specifically created to instill a sense of fear and foreboding. Most viewers would know when that music plays – and it gets faster – nothing good is about to happen.
Music is a great addition to video as it can more easily convey emotion to viewers. Consider adding music to your inventory videos as they then become that much more powerful at playing on the customer’s emotions and pulling them into your message. That being said, due to copyright issues, you can’t simply download a popular artist’s song and stick it in your inventory video. So what do you do?
There are plenty of music libraries out there for dealers of all sizes and budgets. Some offer royalty -free or public domain music. And, there are also sites that offer extensive music libraries which you can subscribe to and use in your videos as needed. Here are a few resources I like, which were also highlighted in this article by Vidyard:
There is a reason why some businesses choose certain types of music – because it sets a mood. If the customer wants luxury, play to that by choosing suitable music. Cars targeted to younger demographics could work well with a little more pop or hip-hop type background tracks.
Playing to consumers’ senses is not a new concept. However, auto dealers as a whole could to a lot more with it, especially in video. Did you know that Disneyland pumps the smell of popcorn into their parks before opening every day and throughout the day? They do this because the smell of popcorn instills a sense of happiness into people as they’re entering. And, while we may not be able to add new car smell into videos yet, you can use the same techniques and tricks that play to customer’s senses to make your videos that much more engaging, attractive and interesting to the viewer. And, if you get their attention and keep it, chances are much better that the customer will inquire about or come in to see the vehicle in person… which is exactly what you want them to do.
Note: Be aware of companies that administer copyrights on behalf of artists. Some have been known to aggressively file unsubstantiated Content ID claims with YouTube on a broad scale. This mostly only impacts videos that are hosted on YouTube. If hosted on an alternate platform, you don’t have these concerns. Their motive is to create an unscrupulous stream of revenue and they are a huge inconvenience to those following the rules — namely, you! Best-in-class video production and hosting platform solutions typically own their own library of exclusive music tracks and are knowledgeable on how to handle these kinds of minor setbacks for their clients.