Using voice-overs in marketing videos

You may not need a voice-over if you are producing a hero video for a webpage or a music-driven showreel. 
However, if you are demonstrating a product, showing something technical or explaining a concept, it’s important to consider audio narration.

Common myths about voice-overs

1) The audience knows what they are watching

If your audience already knows everything about what they are watching they probably don't need to watch in the first place (unless it's for art or entertainment).  Products rarely sell themselves but by adding voice-over a video can work as a ‘stand alone’ sales tool or the audio can be muted and narrated over by a live presenter.

2) Concern it will disrupt the technology or performance

A voice-over is carried within the audio track of a video so it doesn't add much to the file size, like in a powerpoint, for example. Just like music, it can be turned on or off as required so it needn’t be disruptive - unless you want to grab attention!

3) You can use captions instead of a voice-over 

Reading captions can actually be a distraction from watching the action because they often appear on the screen, either covering up - or being too far from - what you want viewers to actually focus on.   

On the other hand, a voice-over can actually complement the action without getting in the way of it. The good news is it doesn't have to be an ‘either/or' scenario. By providing the viewer with a voice-over in addition to captions you are making the video more accessible to a wider audience. And you’re giving viewers three ways to perceive the information (see, hear and read). 

Also with ‘closed captions’, they can be toggled on or off as preferred by the viewer.

4) Voice-overs are a luxury 

When trying to reduce video production costs, it can be a false economy to cut out narration. Voice-overs can add more value to animated explainers and promotional videos by increasing the opportunity for your audience to understand, and therefore act, on your message.

By providing viewers with a voice-over and captions you make the videos even more accessible.

What value do voice-overs add to video productions?

• Accessibility - voice-overs make the content more available to the visually impaired
  
  
• Instruction - narration guides the audience to notice and understand certain aspects
  
  
• Musicality - a professional narrator can play their voice like an instrument by amplifying, intonating, and pacing to fit the script
  
  
• Attitude - a voice artist can change and adjust the pitch and tone of their voice to suit the style of the production
  
  
• Branding - every human voice is as unique as a fingerprint which may suit brands looking for distinction. Where familiarity with a certain region is required, a VO pro with an accent (or ability to imitate) may be desirable
  
  
• Engagement - voice-overs add another sensory layer of auditory perception which  aids engagement and recall and is especially important  in situations when people are easily distracted
  
  
• Characterisation - voice-overs can be used to distinguish between different characters in an animation
  
  
• Intelligence - a good voice artist understands the difference between spoken and written words, and can spot and correct issues with a script before it is recorded 
  
  
• Emotion - unlike monotonous automated speech a human narrator can 'feel' a piece and create empathy 
  
  
• Options - a voice-over artist can offer different reads adjusting for style and speed 
  
  
• Versioning - some voice artists speak one or more languages and can offer insight into translation

When should you use a voice-over?

If your video is informative with a commercial or educating purpose, then a voice-over is useful for highlighting details or giving deeper insights. An example would be a product video where the visuals show something and a title calls out a particular feature but the voice-over points out the invisible benefits. 

To find out how we can help you find your voice contact us