In short, short‑form video delivers reach and engagement, but audio provides the emotional stickiness, a lesson marketers should take to heart in today’s social world.
Over the past decade, we’ve witnessed the incredible impact of short‑form video on social media. This phenomenon started with Vine and worked its way to TikTok and even over to Instagram/Facebook Reels. While advertisers and creatives have a continued focus on the visuals, what about the audio?
Recently, Jet2’s 2024 holiday ad, which features the voiceover “Nothing beats a Jet2 holiday” by Zoë Lister, has become a viral sensation. The jingle alone has been used in over a million user‑generated videos that poke fun at summer holiday fails. Through the chaos, the audio remained the hero, turning mishaps into cultural in‑jokes and boosting brand recall in a way visuals alone couldn’t.
The result? Jet2 saw surging brand awareness, increased search and website traffic, and a projected 10 percent uplift in profits, all driven by dynamic audio + social creativity.
➡️ Want to read more about the impact of audio in today’s media ecosystem? Read The Drum‘s article here.
