Choosing stock music for ads, YouTube videos, and podcasts

Until recently, Internet users have relied primarily on their eyes to perceive online content, but now we are witnessing the increasing importance of multimedia content (including audio) on the Internet

The revenue of streaming platforms is skyrocketing, new podcast channels are being launched, and new social media based on multimedia experiences are emerging here and there. As a result, a business need for audio files is growing, too: companies need music and sound effects to communicate with customers on social media and make websites more user-friendly.

Fortunately, there’s no need to create audio tracks from scratch, because you can download ready-made stock music instead and save your time and effort. Recently, Depositphotos launched a stock audio section where you can search for a file by keywords, mood, genre, and length.

To make your sound choices even easier, we listed the most common use cases for royalty-free music in 2021.

Royalty-free music and stock audio file use cases

1. YouTube videos

Stock audio files you may need: Short intros and background music for credits, longer music tracks for the body of your video, sound effects for video interludes

Great examples of audio integration: PewDiePie (the most subscribed individual creator on YouTube) and Simone Giertz (a robotics enthusiast)

Not all YouTube users enjoy its videos in the same way. Consider that some of your subscribers can only listen to your content while playing sports, working, or cooking. That’s why the quality and variety of audio tracks you use while creating your video are very important in the context of increasing the loyalty of your target audience. Your soundtrack, at least, should accurately reflect what is happening on the screen.

In addition, YouTube has an intelligent content suggestions system that helps you connect with an audience that is potentially interested in your content without investing in ads. In order not to alienate these people, do not use harsh or overly loud sounds at the beginning of your videos.

2. Podcasts

Stock audio files you may need: Background music for podcasts, short intros and outros, imaginary audience reaction sounds (applause, crying, hooting, whistling)

Great examples of audio integration: Floodlines (the story of an unnatural disaster) and This Sounds Serious: The Case of Daniel Bronstadt (a comedic take on the mystery and crime genre)

Podcasts are a recent trend often called radio revitalization. To create engaging podcast episodes, you’ll need not only a recording of your voice and your guests' responses, but background music as well. This kind of music should match the mood and topic of your podcast and not make it harder for listeners to understand your content.

Imaginary audience reaction sounds help you make podcasts more expressive and engaging for your subscribers, as they spark the imagination. At the same time, catchy intros, as well as intermediate and closing jingles, make your episodes more recognizable and help listeners to understand which part of an episode they are listening to.

3. Ads

Stock audio files you may need: Background music of certain moods (sad, dreamy, angry, optimistic) for commercials, attention-grabbing sounds for calls to action

Great examples of audio integration: You Can’t Stop Us (Nike, 2020) and Fortune Favours the Frugal (IKEA, 2021)

Melodies and sound effects have been used in advertisements for decades. In this sense, modern ads aren’t much different from those that we used to see on TV or hear on the radio in the past. The messages may vary by brand, but the objectives of their audio tracks remain unchanged: to make people remember your product and follow your call to action.

Typically, ads contain a short story. At the beginning, you may hear sounds that tune your audience in to the right mood. A background melody and a voiceover are usually an important part of the body of an ad, and the final part contains branded sounds or sharper, stirring sounds designed to draw attention to a call to action.

4. Offline experience

Stock audio files you may need: Music tracks that motivate people to move around the store and inspire them to purchase more goods, recognizable jingles for announcements

Great examples of audio integration: branded playlists of NikeWomen and Victoria’s Secret on Spotify

If you run a store, cafe, gym, or hotel, you can design your offline customer experience using sound effects and background music.

Playing audio files offline has several advantages for businesses. First, music backgrounds provide privacy and comfort to your guests (for example, your cafe visitors do not hear conversations at the next table). Second, short jingles help you draw visitors’ attention to your audio ad and announcements that follow. Third, a variety of sounds can affect your guests emotionally, encouraging them to move faster around the store, or feel comfortable and safe and want to stay longer.

Typically, brands use popular songs that resonate with their audience as background music, and opt for notification sounds from stock audio libraries if they need to design an announcement. To reinforce a positive impression of your business, avoid the use of loud and harsh music in your shops or cafes.

Learn more — Stock Music You Need for UI, social media, and Games

What’s next?

The importance of sound effects and music on the Internet continues to increase. All modern instant messengers support audio message exchange. Online assistants and many other user devices are voice-controlled. The popularity of podcasts and audiobook libraries is still growing. Moreover, social media users respond better to multimedia content.

The good news is that while modern brands can't do without branded sounds and a selection of original sound effects and music tracks, they don't necessarily need sound design teams to create all of these from scratch. Royalty-free music and sound effects platforms (check out the Music section on Depositphotos) can make things easier and save your budget. Sometimes, you can also find free sound effects there.

When making your audio choices, consider factors such as your content purposes, corporate communication style, and branding, as well as technical requirements of the platforms where you are going to share your audio or multimedia message. Explore trends that will dominate communication in 2021 to find more insights and creative ideas.