The Why and How of Great Corporate Voiceovers

Aug 28, 2017

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Article ImageFrom the smallest start-ups to multinational corporations, an increasing number of companies are now using voiceovers to bring credibility, closeness and a human touch to their corporate communication materials. The right human voice is able to reach out and engage culturally diverse audiences in a dialogue. What’s more, voiceovers offer countless possibilities for multilingual adaptation of prime content.

From TV commercials to online videos or telephone messages, the voice of your company can speak volumes about your corporate brand. But if you are feeling uncertain about whether a voiceover is worth the investment, here are a few current trends that may help you make the decision – along with some tips to help ensure your voiceover communication reaches its target audience.

THE CONTINUED REIGN OF VIDEO

Today, there are more communication channels available than ever before, and a compelling story has never been so essential to creating a bond between brands and consumers. Which medium is the most conducive to superb storytelling? Print struggles to capture attention and make a lasting impact, and apps are at the end of an intense yet brief moment in the spotlight – in a 2017 survey, 48% of media professionals said that apps weren’t worth producing or relevant to their work.

Video is, has been and – according to industry projections – will continue to be the most effective and engaging content carrier. Each of the different elements within a video communicates with the audience; the voice behind the story is just one of them. It plays a seemingly subtle but crucially important role, acting – quite literally – as the voice of the brand.

It’s no wonder that companies are investing more in the creation of video content every year, and voiceovers are becoming an increasingly standard part of the planning.

Tip: A voiceover should enhance the other elements of your video, not compete with them – so keep dialogue light and simple, rather than densely packed with information. If you are producing the content in multiple languages, bear in mind that some (e.g. German) take more time to read than others (e.g. English). Online read-aloud tools can help you accurately gauge how much room you’ve got.

MODERN AUDIENCES WANT CONNECTION

For Millennial and Gen X audiences, companies need to be approachable. Even voiceovers by experts and other authoritative figures have adapted to fit in with this trend – rather than sounding lofty and aloof, they want their voices to sound like the girl or guy next door. This resonates much more with consumers of today. The right voice will form a close and personal connection between your brand and your audience, embodying everything they expect from you as a business.

Investing in the right voiceover artist will pay off. Once you find the voice of your company, you’ll want to keep it – you’ll see how it helps build a trusting long-term relationship with your audience.

Tip: Go with the professionals. With modern digital recording technologies, you can find a home studio on every block. While some of these studios can offer a high quality professional service, others may not have the right experience or equipment to meet your needs. It’s highly recommended that you  avoid  risk and choose a reputable voiceover partner. They’ll work with you to find the right pitch and tone, provide a casting of voiceover professionals, perform or check translations, guide you on rates and rights, and ensure that the final edit results in a flawless product.

MULTILINGUAL COMMUNICATION IS GROWING

As e-commerce grows and geographical barriers between companies and consumers fade, multilingual communication is becoming a cornerstone of global marketing. This makes voiceover an even more appealing option for reaching an international audience: you create a single video, which is then localized by translating it into the relevant languages and recording the dialogue for voiceovers. The result is direct communication with your target audience wherever they are, in their own language and involving minimal investment of time, effort and budget.

Tip: It’s crucial to use native professionals in your destination language at all stages of the voiceover production process. From script translation and adaptation, to recording and editing, native speakers add credibility and help avoid cultural faux-pas - which can earn you notoriety for all the wrong reasons. 

Also be aware that most major languages have national and regional variations. Make sure your voiceover geographically fits your target audience and, if in doubt, ask your voiceover agency to provide international versions of your chosen language.

FINDING YOUR CORPORATE VOICE FOR YOUR MULTIMODAL PROJECT

With the right blend of creativity, planning and professional support, voiceovers can breathe life into your project, product or service. Find your company’s voice, and get it heard today.

If you would like further advice on how to reach a wider audience with your multimedia content, in the most professional and effective ways, click here.

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