Sound Strategy: The Role of Music in Digital Marketing

 Why Sound Matters More Than Ever

In today’s digital-first landscape, the fight for attention is real. With users rapidly scrolling through social media feeds and clicking through websites in seconds, brands are under pressure to make a memorable impression — fast. While visuals play a crucial role, sound has emerged as an equally powerful tool for standing-out the digital ‘noise’.

According to a study by PHMG, 60% of consumers believe music makes a brand more memorable, and platforms like Spotify and Meta report that ads with sound consistently outperform silent ones in terms of engagement and recall.

Various brands have brilliantly demonstrated the power of sonic branding, successfully connecting distinctive sounds to their identities in ways that resonate deeply with audiences.

Notable Case Studies That Left Their Mark

• McDonald’s transformed its catchy “I’m Lovin’ It” jingle into a global audio signature instantly recognized around the world. 
• Windows has crafted iconic startup sounds, from the memorable chime of Windows 95 to the subtle tones of its latest versions, creating a sense of familiarity and trust with users. 
• Netflix’s unmistakable “ta-dum” audio logo has become synonymous with the anticipation of premium entertainment, signaling viewers that their favorite shows and movies are about to begin. 

These examples highlight how sonic branding goes beyond mere background noise — it’s a strategic tool that strengthens brand recall, evokes emotion, and builds lasting connections with consumers.

Why This Is Happening:  The Psychology of Sound

Sound is a powerful part of how we experience the world — and it connects with us on a deeper level than visuals alone. While images are processed in the part of the brain responsible for logic and thinking, sound speaks directly to the part that controls emotions and memories.

What Does This Mean For Marketeers?

• Music can instantly spark feelings — whether it’s happiness, nostalgia, excitement, or calm — just by changing the rhythm, style, or mood of the tune.
• It also helps us remember things better. Think about how a catchy jingle from your childhood can bring back a flood of memories in seconds.
• Studies show that when music is paired with a brand, people are much more likely to remember it — by as much as 96%.
• On top of that, music releases feel-good chemicals in the brain, making people more likely to have positive feelings toward a brand. This effect gets even stronger when the music matches the listener’s personality or mood — which is why ads with personalized or trending music often perform so well.

Therefore, understanding how music affects emotions and memory isn’t just interesting — it’s a smart marketing tool. 

Sonic Branding: Building a Brand People Can Hear

Sonic branding is the art of creating a unique and recognizable sound identity for a brand. This includes elements like sound logos (short audio signatures), catchy jingles, distinctive tone of voice, and an overall musical identity that reflects the brand’s personality. Just as a visual logo instantly signals a brand, sonic branding uses sound to make a brand unforgettable.

Consider Mastercard’s audio identity, a musical logo played during ads, transactions, and payment confirmations worldwide, which reinforces brand trust and recognition

Consistent use of sonic branding across all touchpoints helps deepen emotional connections with audiences and significantly boosts brand recall. When customers hear the right sound, they don’t just recognize the brand — they feel it.

Music in Content Marketing: Emotional Triggers

In content marketing, visuals may grab attention — but music drives emotion. The background music used in videos, Instagram Reels, YouTube ads, or even explainer content plays a vital role in shaping how viewers feel about the message and, by extension, the brand itself.

Music acts as an emotional shortcut. Whether it's a slow piano melody triggering nostalgia or an upbeat track sparking excitement, the right genre, tempo, and mood can completely transform a viewer’s perception of the content. This emotional layer often determines whether an ad feels inspiring, trustworthy, fun, or forgettable.

Real-World Example: Apple’s “Shot on iPhone” Campaign 

Apple's long-running "Shot on iPhone" campaign is a perfect example of how emotional music elevates content. In one notable video titled “The Bucket”, released for Chinese New Year, Apple paired beautifully shot visuals with a tender, cinematic indie soundtrack. The story — centered on family, love, and tradition — became especially impactful because the music reinforced the emotional core of the narrative.

By using a soft, sentimental score, Apple not only showcased the camera quality of the iPhone but also created an emotional experience that resonated globally. The video garnered millions of views, was widely shared, and became a benchmark for emotional storytelling in branded content.

Your Brand’s Soundtrack Matters

In an increasingly visual and digital world, sound is the often-overlooked layer that can transform ordinary content into unforgettable brand experiences. From the psychological triggers music activates, to the power of sonic branding in building recognition, to the role audio plays in viral social media and emotionally resonant content — it’s clear that music isn’t just a nice-to-have; it’s a strategic brand asset. Brands like McDonald’s, Apple, Netflix, and Mastercard have proven that a sound can be just as powerful as a logo, and sometimes even more memorable. As attention spans shrink and platforms evolve, those who invest in a clear, consistent audio identity will stand out and stay top of mind.

So as we move forward into an era driven by AI, personalization, and immersive media,
what will your brand sound like in the future of marketing?

Sources: 
https://www.bandt.com.au/music-memorable-visuals-marketing-new-study-suggests
https://www.journalofadvertisingresearch.com
https://ads.spotify.com/en-US/insights/sonic-science/
https://www.facebook.com/business/news/audio-in-ads
https://marketinggazette.co.uk/2019/03/01/music-crucial-marketing
https://www.peoriamagazine.com/archive/ibi_article/2018/music-effective-branding-tool
https://appleinsider.com/articles/19/01/24/apple-posts-shot-on-iphone-film-the-bucket-to-celebrate-chinese-new-year