Did you know that you could utilize background music to get more views on your video ads for less money?
Yes, it’s possible – but only with a smart strategy.
In a recent interview with Rob Baiocco, Co-Founder and Chief Creative Officer at The BAM Connection, we delved into the challenges of creating standout social media campaigns in a world increasingly dominated by stock music and visuals. As Baiocco shared his insights, it became clear that while stock music offers convenience, it may be holding your brand back from achieving true originality.
But when stock music costs much less, where do you draw the line?
First, let’s backtrack a little bit.
The COVID-19 pandemic forced a major shift in content production. With limitations on filming, stock visuals and music became the standard. While this was initially a practical solution, it also led to what some are now calling the “stockification” of content, where everything from imagery to audio feels generic, making it harder for campaigns to stand out.
Reflecting upon this time, Rob says, “When I look at the music I used during the pandemic, it's all stock, since we couldn't shoot anything. I think everyone got used to using stock music. I just feel like everything got kind of ‘stockified,’ you know – stock visuals, stock music, etc. I'm trying very hard to get out of that hole and make things more unique and original.
“When it comes to creating a memorable piece of music for your campaign, it’s all about branding. But honestly, I just want a great piece of music to make the campaign come to life. That's usually how I’m feeling lately.”
Original music can elevate a campaign, creating a deep emotional connection with your audience. It’s what turns a memorable ad into a long-lasting brand impression.
It’s also worthwhile to remember that even if stock music isn’t one-of-a-kind, you can still make it sound like a hidden gem by blending it into your advertisement in fresh, unique ways.
“Our skill with the stock stuff is trying to find the pieces that look and sound less like stock,” Rob says. “It’s about selecting music that still conveys the right emotion and supports your campaign’s narrative, even if it’s not custom-made.”
He elaborates, “When you're cranking out social media posts over and over again, it's very hard to convince somebody to do original music for it unless it's a paid post for, say, hundreds of thousands of dollars. So then you go, ‘Hey – I need original music for this,’ but if the engagement’s going to fluctuate, you know very quickly. And I'm not going to lie to you, I'm very tired of premiumbeat.com. I want original music. It's just a little tricky.”
Rob also highlights the power of knowing the social media music scene – spotting trends and seeing what sounds are making waves!
“I think social media expertise can definitely be a plus in terms of understanding how to use music for social media. After all, you have to remember that you're often competing with stock music and which costs around $59 bucks. So, for instance, although it’s not worth it to spend $25,000 on original music, I could spend $2,500 to make three quick original pieces versus $150 for stock music. In the end, it's worth the value because even though it’s more costly than stock music, it’s not too expensive.
“Also, unless it's TikTok, you kind of have to assume the sound is off, since that’s more common on Meta and Instagram. So, now you're telling somebody to spend three grand on a piece of music when a lot of people watch it with sound off – That's another challenge.”
Whether it’s stock, original, or high-end music, what matters most is the role of the music in your ad’s story.
“I look at the music itself – is it a copy-heavy piece where the music has to be more of a cushion because it can't compete with the voice? Or is it one of these things where there's very little copy and the music's the star? If the music's the hero of the piece, then that's more likely where I would invest my money.”
Rob then shares a winning example of where he let the music take center stage over the voiceover:
“I did a very cool soundtrack to launch a sports app. I got an Academy Award-winning sound design guy, and he did it. This was critical because the copy was sparse. It came in and out and the layered music we put in there was really dramatic.”
Choosing between stock and original music can feel like a tough call. And if you’re struggling with evaluating your choices, we understand this – and so does Rob.
“And that's also why we work with both of them,” he explains. “We always try to spotlight the original music because the main point is to evoke emotions, but at the same time, not every published post will get that much attention. So our idea is to complement both. You could be creative with how you fusion music with the images, and the person will still remember that.”
Additionally, Rob stresses the power of creating themed playlists to tap into when needed:
“We segment our playlists as much as possible to make sure we do have different styles of music and moods. But this is considering that there's not always space for original tunes – it’s not always because of budget, time matters, or preferences. Otherwise, it could be a combination of those reasons.”
This method was particularly helpful when Rob had a specific need for scary music to carry the narrative of his ad for Rhoto Cooling Eye Drops.
He explains, “The whole campaign is pushing the idea that you shouldn't fear the dark – you should fear the light. And these drops help you with blue light, sunlight, etc. So, you know, we have a little bit of a stylistic approach there.”
Feeling uninspired now that so much content is AI-generated? We understand - but don’t let this dim your creativity. Your original ideas are still your secret weapon.
Rob recalls, “I worked in marketing agencies where they go with like a couple of instructions and without giving any valuable information It's like, what's the point?
“AI is going to homogenize things even more, and it's a real challenge because it goes against advertising. So that’s the challenge, but we're going to make it.”
In a world where content is increasingly similar, standing out requires a commitment to originality. Whether through custom compositions or cleverly tailored stock pieces, the goal is to create something unique and memorable. Don’t let your brand blend into the background—invest in original music that truly resonates.
Ready to take your brand's audio to the next level? Discover how we can help you create unforgettable campaigns with custom scores. - GET STARTED!
