Hop on your computer or smartphone, and within seconds you’re sure to end up running across a video. Or two. Or three. Video has been steadily gaining steam as one of the most popular ways to connect with your target audience. And the audience loves it, too.
In fact, 99% of the respondents to a video marketing survey said they enjoy watching online video content from brands.
That said, it’s no surprise that three of the top voice over trends for 2022 all happen to be related to video. They are:
- Vlogs, or video blogs
- Social video marketing
- Interactive videos
While brands can certainly DIY with video, it’s imperative they deliver quality. That means quality content, quality footage and quality audio. A seasoned voice over pro can contribute greatly to the latter, helping to transform a run-of-the-mill vlog, social or interactive video into a compelling piece that perfectly speaks for and aligns with your brand. Here’s how.
We all know about blogs (you’re reading one now). Since their introduction in the mid-1990s, blogs have become one of the most common ways for both businesses and individuals to share information. But with more than 600 million blogs currently on the internet, getting people to pay attention to your blog may be no easy feat.
Video blogs, or vlogs, can help gain new attention. Instead of reading words on a page, your audience is treated to a video on the screen. And if you want it to succeed, it needs to go beyond a video of you just sitting there reading your blog. A vlog script is going to be written a lot differently than a straight-up blog post.
Vlogs present a prime opportunity to:
- Showcase your brand style and personality
- Create a human connection between your business and your audience
- Keep people coming back for more
Why You Want It
Vlogs have become a hot commodity, and with good reason. They get results.
- Travel vlogs get four times more engagement than any other type of travel content
- More than 44% of internet users watch vlogs every month
- Nearly 80% of customers say a brand’s video prompted them to make a purchase
How Voice Over Contributes to Vlog Success
The tone and style of your writing gets your brand personality across in your blogs. The right voice over artist does the same for your vlogs. That means you want to pay careful attention to the voice you choose. Sure, you need just the right tone and style. But you also need just the right sound.
A rugged, masculine brand, for instance, may lose credibility if the voice in your vlog sounds like a preppy, 20-something barista. And your peppy, energetic brand may lose customers if you deliver a vlog with an overly mature and/or serious voice.
The main aim of a vlog is to build a friendly, trusting relationship with your viewers—and the voice you use can play a huge role in making this happen. You want a casual and welcoming tone that reflects the style and personality of your brand. While this may be a tricky task for some, it’s a regular part of the job for voice over artists.
You can also look for voice over talent who not only have experience reading scripts, but editing or even writing them as well.
Social Video Marketing
Social media videos can be posted on your social feed or as a social media story, on platforms that range from Facebook to Instagram, from TikTok to Twitter. Where you post your video depends on where your target audience hangs out.
You can also use a variety of different video types to meet a wide range of goals. These include:
- Explainer videos that explain how a product or service works
- Educational videos for providing tips, guides and other info while creating brand awareness
- Brand history videos that outline your brand’s origin and creation
- Behind-the-scenes videos that give viewers a sneak peek into your company
- Brand anthem videos, which outline why your brand exists
Why You Want It
When done right, social video marketing is incredibly effective for grabbing attention—and results.
- Social video generates 1200% more shares than images and text combined.
- People retain 95% of a message when they see it on video, compared to the 10% retention rate of text.
- Brands that use video grow revenue 49% more quickly than those that don’t use video.
How Voice Over Contributes to Social Media Video Success
People tend to barrel through their social media feeds at rapid speeds. The only way to gain any attention is to deliver something that grabs and holds their attention. A high-quality video can be that something.
It’s a simple next step to make sure the voice aligns with the type of video and information being presented. Common sense can assist in matching the right voice with the right product or service.
And just because you have a variety of different video types doesn’t mean you need to hire a variety of different voice over actors. The most skilled voice over performers are able to match their tone and style with the type of video and information at hand. Once you find a voice that aligns with your brand, you may be able to use that same voice for every video project in the hopper.
Unlike linear video where the viewer passively watches the video on the screen, interactive video (IV) invites people to click or otherwise make selections that make an action occur.
Interactive video quizzes are a good example. Depending on the answer you provide, they either move to a screen that says you’re right or one that says you’re wrong.
A more advanced example would be an interactive video in which you are able to choose different pairs of shoes, shirts and other apparel…that completes with a model wearing the items you selected.
Interactive video has the power to:
- Make your video more compelling and effective
- Draw the viewer into the content
- Make a memorable impact, particularly for training and learning videos
Why You Want It
Just how much more compelling and effective is interactive video? Interactive video:
- Delivers up to four times more engagements and conversions over linear video
- Averages a click-through rate that’s 10 times higher than passive video
- Increases the completion rate of watching the entire video by 36%
How Voice Over Contributes to Interactive Video Success
One of the greatest allures of interactive video is giving control to the viewer. It’s the viewer who makes the decisions and determines where the interaction will take them. With this in mind, you need a voice that is friendly and welcoming but in no way pushy or overbearing.
Some may also incorrectly believe that interactive video dumbs things down, or makes things too simplistic. Although it is true that IV is a staple in the gaming and K-12 e-learning environment, the concept can be effectively used for many other applications.
Interactive videos can deliver complex information in a way that’s both compelling and sophisticated, providing an experience that’s on the same knowledge level as the viewers. In this case you’d want a voice that’s again welcoming, but not too causal or overly enthusiastic. A voice that feels like it’s actually speaking to the viewer/listener one-on-one, in a real conversation, keeper the viewer engaged for the entire video.
In short, your interactive video is best poised to get the results you want if it has the voice you need. And that voice had better be consistent. Unlike linear video that can be recorded in one fell swoop, interactive video is typically made up of several different components.
The video may have different branches, events and overlays that pause for a viewer to make a decision—and then resume down the selected path once the decision is made. Your voice over needs to be consistent throughout all the different components, even if those components are recorded at different times.
For viewers in a hurry, providing a downloadable audio summary of the video can deliver an overview of all the info the video contains. Of course, your voice over talent could record that, too.
With vlogs, social video marketing and interactive video topping the list of voice over trends for 2022, there’s no doubt video will continue to explode in the marketing world. As more and more brands produce it, the stiffer the competition becomes. It’s become more essential than ever to give your videos the edge that make them stand out from the pack. Adding professional voice over video narration can be just the element to make that happen.