Tune In To Creativity: Music's Key Role In Short Video Content Creation

In the ever-evolving landscape of content creation, music has found its way into the hearts and souls of creators, becoming the heartbeat of short video platforms. The fusion of music and video content has given rise to a new wave of creativity, and it adds a human touch that allows users to express themselves in ways previously unimagined. Let's dive into the fascinating realm of how music influences and enhances short video content creation, making it more relatable and heartfelt.

The melodies behind creative minds: 

For many content creators, music becomes the soundtrack of their lives, infusing their videos with emotion and resonance. Short video platforms help aspiring musicians & artists to promote themself and their music to larger audiences. Take, for example, the case of Vivek Keshari, a prominent creator on Moj, who has harnessed the potent synergy between music and content creation to forge profound connections with his viewers. Through the strategy of adding background music to his storytelling videos, Vivek has not only garnered a large audience but has also found a niche for himself. Through lip-sync videos, these creators breathe life into songs, embodying the emotions and stories behind them, captivating viewers worldwide. 

Collaboration between music labels and content creators:

The symbiotic relationship between music labels, artist managers, and content creators has never been more apparent. Recognizing the significant impact of short video creations on music, they have started actively planning promotional campaigns for songs. From hook step challenges to the recreation of songs, it has worked meticulously for brands to reach wider audiences by promoting their songs and movies on short video platforms.

Music transforms short video content:

Traditionally, in our country, music has often been associated with the actors and films in which songs are featured. However, with the rise of user-generated content (UGC), creators are now the faces of these songs and become actors of their own movies. Short video content creation, paired with music, elicits powerful emotions—be it joy, nostalgia, excitement, or empathy—forging emotional connections that drive engagement and sharing. In 2022 alone, out of 750 million videos created using music, a staggering 30 million videos were created on Moj using timeless 90s songs, amassing over 76 billion video plays. Additionally, 26 million videos were created using the top 100 songs, underscoring the profound impact of music on content creation. 

Music discovery at your fingertips:

One remarkable aspect of short video creations is their knack of introducing new songs, artists and genres to facilitate music discovery without any prior scheduling or appointment. Users can stumble upon new songs, artists, and genres organically through videos that incorporate music seamlessly into their narratives. 

Music as a storytelling tool:

In videos with a narrative or story, music takes center stage as a storytelling tool. It helps convey plotlines, build suspense, or focusing on moments, thus elevating the overall impact of the content. Music and visuals work in harmony, creating an immersive experience that resonates deeply with viewers. 

Riding the music trend wave:

Data demonstrates that content creators who tap into popular music trends early on benefit from increased visibility and engagement. On Moj, we even curate personalized music libraries like "FOR YOU," which is algorithmically tailored for each user based on trending content and consumption patterns. The trending library and new releases sections further enable creators to stay ahead of the curve. 

Festivals and special occasions:

During festivals and special days, popular songs often become the catalysts for content creation. Our data reveals that certain songs gain massive traction during specific occasions, leading to the creation of a significant percentage of videos incorporating these trending tunes. For example, the "Desh Mere" song witnessed a surge in UGCs during Independence Day celebrations wherein 124K videos were created using this song in just 24 hours on ShareChat network.

Breaking language barriers:

Music has the extraordinary ability to transcend language barriers. From 2022 to 2023, there was a remarkable 36% growth in overall views of regional music, highlighting the universal appeal of music-driven content. 

Overall Music's role in short video content creation is undeniably transformative. It serves as a universal language that connects creators and audiences on a deeply emotional level, transcending boundaries and enriching the storytelling experience. As the synergy between music and short video content creation continues to flourish, we can only anticipate more awe-inspiring creations that resonate with viewers worldwide. 

(By-Mousumi Mishra, Head of Consumer Marketing, ShareChat & Moj)