Why Sound Is The Secret Weapon In Your Video Marketing
If your team is producing video content in-house – whether it’s a brand film, a student story, a tourism campaign, or short-form social content – you’re probably focused first on how it looks.
And that makes sense. The visuals are what people see.
But if you want them to feel something… if you want them to connect with the message… then it’s sound that makes that happen.
Because sound isn’t just a background detail – it’s what brings your video to life.
Music Isn’t Just Filler, It Sets the Entire Tone
Ever watched a brand story that gave you goosebumps? Or a sports highlight reel that got your heart racing? That wasn’t just clever editing, that was music doing its job.
Music helps guide how your audience feels, second by second.
A soft, emotional track might bring out pride and connection in a student journey story
A fast, energetic beat can make a sporting body’s promotional video feel bold and exciting
A calm, cinematic score can make a regional tourism video feel aspirational and inspiring
If you’re producing these videos in-house, there’s often a rush to get something out quickly. But dropping in a random music track at the end, just to tick a box, is where many good videos fall short.
The music you choose should match the emotion you want to evoke. Because when it does, it elevates everything.
Sound Effects (SFX) Make You Feel Like You’re There
If music sets the mood, then sound effects make the moment real.
Let’s say you’re editing a tourism video showing people kayaking through a peaceful river. You include:
The gentle splash of paddles in water
Birds calling from the trees
Wind rustling through the reeds
Suddenly, the viewer is in it.
Now imagine that same footage with no sound effects. It feels disconnected. Like something is missing.
This applies to sport and education too:
The sound of a ball hitting the court
The cheer of a crowd
The murmur of students chatting between classes
These small touches make a huge difference. They immerse your audience in the experience, even if they’re just watching on their phone.
Without Sound Design, Videos Fall Flat
Here’s what happens when sound design is left out or rushed:
The energy drops
The emotion fades
Viewers stop watching earlier
And your message doesn’t land as deeply
That might not sound dramatic, but when you’re producing a dozen or more videos a month, it adds up.
The videos might still look good, but they won’t feel good. And that’s what your audience remembers most – how they felt.
Sound Builds Belief and Trust
In sectors like sport, tourism and education, people aren’t just buying a product. They’re buying into an experience, a feeling, and in many cases, a lifestyle.
Sound helps show them what that feels like, before they even step through the door.
It’s the thing that turns:
A highlight video into a moment of pride
A campus tour into a sense of belonging
A destination ad into pure wanderlust
This isn’t about flashy production or over-engineering every clip. It’s about being intentional with sound, the same way you are with visuals, messaging and strategy.
Final Thoughts
If you’re part of a marketing team, running social content, or managing a campaign in sport, tourism or education, chances are your team is producing more in-house video than ever.
And that’s a good thing. But don’t let sound design be the part that’s left behind.
Choose music that matches the emotion you want to create
Add SFX that pull the viewer into the scene
Think of sound as the emotional layer that brings everything together
Because video without sound design? It’s like a game with no crowd, a lecture with no students, or a travel video with no nature, it just doesn’t land the same way.
Use sound well, and your audience will not only remember your message, they’ll feel it.
Want Some Help In 2025?
At Fixon Media Group, our team specialise in capturing the emotions that resonate with your customers and transforming them into powerful, captivating brand films designed to connect with your audience.
If you’re looking to create impactful brand films and short-form video content in 2025, feel free to get in touch with our Melbourne based video production team.