A successful video is all about telling a story.
But think for a minute about how stories appear in print. There are titles, chapters, paragraphs and punctuation, all designed to help the reader understand context. In video, we don't have those tools, so we need to use other devices to lead viewers through our story. And one of those devices is music.
Imagine if you will a 3-page magazine article that appears as one very long paragraph. That's kind of what it's like when you run a single piece of background music throughout your entire 5-minute video. You're making your viewers work at trying to figure out what's important and what's not.
Most professionally-produced background music tracks run about 2 minutes, and there's a good reason for that. After two minutes, viewers need a little break to consider what they've seen, and you can use the music change to refresh their attention and make your next point.
Of course, you can change the music more often than that. In fact, you should consider changing the music whenever you're making a new point, just as a new paragraph signifies a change in thought.
So a typical 5- minute video music cue sheet might look and sound something like this:
From 0 to 10 seconds, a Powerful high tech cue for the opening logo
From 10 seconds to 1 minute, a drama cue, setting up the problem
From 1 minute to 2:20, a futuristic cue, introducing the new product
From 2:20 to 3:45 a driving sports cue as you compare the new product to the competition
From 3:45 to 4:30 a strong, business cue as you discuss product reliability and guarantee
And finally, from 4:30 to 5:00 a motivational closing cue: why this product is the greatest thing since sliced bread.
But wait. Six pieces of music in five minutes?
Absolutely! We're using music to aurally segment the video, giving viewers context and keeping them engaged. The music is subliminally reinforcing the points we want to make - even creating moods we can't using voice-over alone.
Of course, you still need to pick the right music. And you'll need good camera techniques and good lighting as well. But using music in this was will drastically improve the impact of your videos, and keep your viewers coming back for more.