There are many elements that go into creating outstanding video content: captivating visuals, compelling characters, creative scripts and a strong sense of place, to name just a few. But one essential component that is often overlooked is the narration.
A voiceover has the power to drastically change and improve any visual content, be that films, commercials, video games or audio books. We as humans have long been enticed by oral storytelling, and not just because its easier to listen, but because the voice brings so much more to the story. Here’s how voice narration has the ability to enhance your video content.
Giving your video credibility
In today’s tech-savvy society we are constantly listening to voice overs, whether that’s on the radio, in films, advertisements, televised sports, or documentary films. As the audience, we have developed a sense of trust when we here narration, and we’ve even come to anticipate it when we’re watching visual content.
The voice we hear not only creates trust, but it also has the ability to encourage action from the audience. Think about televised charity appeals for instance. The striking visuals captivate our attention, but it is the voice over, often a famous actor, who humanises what we are witnessing and encourages us to take action. The same can be said for insurance sales campaigns or marketing ads. It is the human voice that sets the message and compels us to sign up or buy a product.
Clear, concise and to the point
Sometimes it can be hard to convey entire details of the subject matter just through the visuals—if filmmakers tried, the video would be too long. But by utilising a voice over, a long message can be portrayed using only a few key visuals. A narrative voice fills conceptual gaps and allows you to explain details that may be harder to express visually. And when you get the voice over to match the concept perfectly, it can even reinforce an idea you’ve illustrated and give it more power.
Improving your brand through a voice
A recognisable voice has the power to catch the audience’s attention. The tone of voice, its cadences, and that precise timing all lend to give your video a personality. Whether you’re trying to give your brand an upbeat, familiar and friendly element, or a professional and reliable quality, the right voiceover can also make your audience feel spoken to and represented.
Expanding your audience
Professional voiceovers can help to localise your content to fit in with your marketing strategies. Whether you use videos for entertaining your audiences or for marketing campaigns, it is a good idea to pass the language barrier and reach larger audiences. This may also apply for audiobooks and podcasts.
But localising content means going beyond a simple translation of the script. It must be adapted to keep the correct meaning but so that it also recognises cultural norms.
The right voiceover who has the correct tone and accent has the ability to conquer audiences. Plus a professional will not only record the content themselves but more often that not they will be able to take care of the editing and translation too. This is where it pays to use professional voice-overs.
Do’s and Don’ts when hiring a professional voice over
DON’T forget to listen to voice reels
An experienced VO should be able to send you example reels. It can be good to see if their previous work matches with your target demographic- that way you know you’re on the right lines and the voice could work well with your brand.
DON’T disregard the female voice
It is often said that a female voice can target a wider audience. A study in the Journal of Advertising looking at the effects of male and female voices in ads, found that although the voice over gender didn’t matter for male-oriented or neutral products, the gender did matter for female oriented products. That means, that a female voice can be effective for male-associated products, but a male voice is rarely suitable for those targeting a female audience.
DO think about longevity
When you’re making your selection think about choosing a voice over who can represent your brand in the long run. Chopping and changing the voice over for each new video makes your brand incoherent, so perhaps choose a VO talent that is versatile to suit your future projects.
Do test with your target audience
Once you have made a pre-selection and have the demo reels, it can be a good idea to see how the voice resonates with your audience. If your target market is females aged 25-50 then a voice that fits this description is likely to have the most credibility.