Harnessing the Power of Sound in Your Zazzle Product Videos
Hey Zazzlepreneurs!
Many of you have chimed in on the Zazzle forum recently, discussing the use of sound (particularly music) in product videos. While some creators, like myself (creativeLeahG) and MOM, have valid points about personal preference and sound on silent platforms, the question arises, does adding sound to your videos hold ANY strategic value?
We now know (if you read my earlier Zazzle forum thread) that creating engaging product videos is a key strategy for any Zazzlepreneur looking to captivate potential buyers due to the emphasis search engines now place on directing customers to sites that have engaging video content.
But how important is the inclusion of sound in these videos?
Let's dive into the role of audio in online sales and what the statistics—and fellow Zazzle creators—have to say.
Contents:
Boost Conversions with Sound? Examining the Impact on Online Sales
Zazzle Community Debate: Sound On or Off in Product Videos?
Balancing Act: Considerations for Using Sound in Your Zazzle Videos
The Stats Speak: What Research Reveals About Sound in Marketing Videos
Finding the Right Note: Choosing Effective Music for Zazzle Videos (Resources Included!)
Silent But Powerful: Key Ingredients for Video Success Without Sound
Final Notes: Striking a Balance with Sound in Zazzle Product Videos
The Impact of Sound on Online Sales
What we know ...
Sound plays a pivotal role in creating an immersive experience for viewers. According to a study by Wyzowl, 78% of marketers say video has directly helped increase sales. While this statistic does not isolate sound as the sole factor, it suggests that the overall quality of a video, which includes sound, can be instrumental in converting viewers into customers.
Personally, I do NOT like sound on videos unless it is speech and even then I often prefer to read the type that accompanies many videos. That is despite working alone and not exposing others around me to unnecessary noise pollution. BUT my personal preferences may not be shared by the majority and this is why it is important that we dive into the stats!
Why Sound Matters
Research shows that sound on videos has the following benefits:
1. Sound Grabs Attention:
Studies show that videos with sound are more likely to grab a viewer's attention and keep them engaged. In a world overflowing with visual content, sound acts as a powerful trigger, prompting viewers to stop scrolling and tune in.
A Wyzowl report revealed that 85% of consumers prefer watching video over reading text. This statistic underscores the importance of utilizing video as a marketing tool, and sound can be a crucial element in making those videos effective.
2. Emotional Connection:
The right music can evoke emotions in viewers, creating a deeper connection with your brand and product. Upbeat music can create a sense of excitement, while calming melodies can evoke feelings of peace and relaxation. This emotional connection can influence purchasing decisions, making viewers more likely to see themselves using and enjoying your product.
3. Enhanced Storytelling:
Music and sound effects can complement your product's story. They can set the mood, highlight key features, and create a more immersive experience for viewers. Imagine a video showcasing your travel mugs. Upbeat music and the sound of clinking coffee cups can transport viewers on a virtual adventure, making them crave the experience of using your product.
In summary:
Emotional Connection: Music and sound effects can evoke emotions, making a video more memorable and impactful.
Brand Identity: Audio branding can help establish a unique identity and make your Zazzle store stand out.
Engagement: Videos with sound tend to have higher engagement rates as they keep viewers entertained and interested.
Zazzle Community Insights
Within the Zazzle community, there's a debate on the necessity of sound in product videos. Some creators, like myself (CreativeLeahG) prefer videos without sound, while others, such as MOM, may add sound recognizing that most social platforms mute videos by default, and it's up to the viewer to enable it.
Considerations for Using Sound
Viewer Environment: As MOM mentioned, viewers might be browsing in places where unexpected sound is not ideal.
Platform Norms: Different social media platforms have varying norms and user expectations regarding sound.
Content Type: The nature of the video content might dictate whether sound is necessary or beneficial.
What the Stats Say
A 2023 study by HubSpot https://offers.hubspot.com/video-marketing-2023 found that integrating video content into a landing page can boost conversion rates by an astounding 80%. This suggests that video, regardless of sound, can be a powerful tool for engagement and sales.
Another study by Wyzowl https://www.wyzowl.com/winning-with-video-marketing/ revealed that 68% of consumers prefer to learn about products or services through video. This statistic emphasizes the importance of video as a learning and engagement tool, and adding sound can potentially enhance the learning experience.
Emotional Influence: A 2018 study by Unbounce titled "The Psychology of Sound in Marketing" https://intermarkgroup.com/sonic-branding/ highlighted the role of sound in influencing emotions. The study found that music with positive emotional associations can lead to a more favorable perception of brands and products. While not directly measuring sales, this suggests sound can contribute to a positive brand experience, which can indirectly influence purchasing decisions.
Improved Comprehension and Attention: A 2019 study by EyeTrackSoft titled "The Sticky Video: How to Capture and Keep Viewer Attention" https://m.youtube.com/watch?v=EIL2830o40Q found that videos with narration or voiceover held viewers' attention for longer compared to silent videos. This suggests sound can improve comprehension and engagement, potentially leading viewers to spend more time with your product information.
It's important to remember that these studies don't definitively prove that sound directly leads to increased sales. However, they do point towards the potential benefits of sound in affecting emotions, attention, and comprehension, which can indirectly influence purchasing behavior.
It's also crucial to acknowledge that personal preferences and platform settings can play a role in how viewers interact with video content. Some viewers may still prefer videos without sound, especially on platforms with muted playback by default.
What Type of Sound should I use in Video marketing to increase conversions?
While the search for definitive statistics regarding the specific type of music leading to the greatest impact on sales in marketing videos isn't conclusive, there are some interesting research findings and industry insights to consider:
Emotional Connection is Key: Refering again to the 2018 Unbounce study it was found that upbeat music can create excitement, while calming melodies can evoke feelings of peace, relaxation, or trust. Aligning the music with your brand message can create a stronger emotional connection with viewers, potentially influencing purchasing decisions. But where do we obtain music from with the permissions to add it to product marketing videos? This is a challenge!
Genre Preferences Can Be Subjective: Research by House of Marketers found that R&B, Rap, and Pop music were considered most aligned with "interesting, inspiring, and fun" emotional zones on TikTok, suggesting a potential fit for that specific platform and audience. However, generalizing these preferences across all platforms and demographics isn't recommended.
Brand Consistency Matters: Consider music that aligns with your brand image and target audience. A luxury watch brand might not benefit from using fast-paced, high-energy music typically associated with sports brands. Consistency with your overall brand identity is crucial for creating a cohesive and memorable experience.
Experimentation is Key: Ultimately, the most effective music type for your videos will depend on your specific brand, target audience, and platform. A/B testing different music styles and analyzing audience responses can help you identify what resonates best with your viewers. However for Zazzlers, this is not something we can easily A/B test!
Resources for Background Music in Marketing Videos
For those who do want to proceed using music in their Zazzle videos here are some resources offering free and licensed options:
Free Resources:
YouTube Audio Library: This library offers a variety of free music and sound effects directly within YouTube's video editing tools. You can filter by genre, mood, and other attributes to find suitable tracks. Be sure to check the licensing terms for each track, as some may require attribution.
Free Music Archive: This platform curates a collection of freely downloadable music from independent artists. You can filter by genre, license type (including Creative Commons), and other criteria. Always check the specific license terms before using any music.
Incompetech: This website by musician Kevin MacLeod offers royalty-free music under a Creative Commons license, allowing you to use the music for free with attribution.
Freeplay Music: This website provides free music downloads for commercial purposes under a Creative Commons license. Be sure to check the specific license terms for each track.
Licensed Resources:
AudioJungle: This marketplace by Envato Elements offers a vast collection of royalty-free music for purchase. You can pay per track or subscribe for unlimited downloads.
Epidemic Sound: This subscription service offers royalty-free music and sound effects for unlimited use in your projects.
Storyblocks: This subscription service provides royalty-free music, sound effects, and other creative assets for a monthly fee.
Artlist: This subscription service offers royalty-free music videos specifically designed for use in marketing and advertising.
Additional Tips:
Use royalty-free music with caution: Even with royalty-free music, check the specific license carefully to understand attribution requirements and any limitations on how the music can be used.
Be mindful of copyright: Avoid using copyrighted music without permission, as it can lead to legal issues.
Choosing the right music depends on your brand, target audience, and video style. Experiment with different options and find what works best for your Zazzle product videos.
Key Factors in Video Success Without Sound
My preference going forward is to NOT include sound due to the sheer complexity involved.
Instead I hope to gain traction with my videos as follows:
Clear Visuals: High-quality images and videos that showcase the product effectively.
Informative Content: Demonstrations and explanations that provide value to the viewer.
Product Context: Videos that place the product in a relatable scene or usage scenario.
Conclusion
While sound can enhance a product video and potentially influence sales, it's not always a deciding factor. As seen in the Zazzle forum discussions, preferences vary widely among both creators and consumers. Key to success is creating a balanced approach that incorporates high-quality visuals, informative content, and sound where appropriate, always keeping the customer's viewing context in mind. For many Zazzle creators I suspect the addition of music to product videos will be limited.
I, personally, will not bebusing sound in my vodeos on Zazzle, simce I think.iynwould be distracting. I do think that sound is imperative on social media.
Have any of these studies looked at conversions for actual SHOPPING sites like Zazzle, or just sales videos on companies' own websites or social media? A "video on a landing page" most likely refers to the videos on websites, not pages of Zazzle search results, or product pages. Even Amazon doesn't make the product videos more prominent than static content. If people are looking at an actual PRODUCT, they want to SEE that product, not have to sift through a video to see if they want the product. Really, product videos are only useful if they explain how to use a product, or show more of the product features than can be seen with a static one-sided image.