Professional video voice-over: a world of voices

Professional video voice-over is a separate world within communications. A voice can convey many things, right? We’ve all been dazzled by a person’s voice or even irritated by someone’s voice.

And no, not all of us react the same way when we hear different characteristics of a voice. There are those who are repelled by the Irish accent, and those who would like to move to the Emerald Isle just to listen to the beauty of it every day! In professional video voice-overs, nothing is written, but there are formulas that seem to work. We’ll explain.


Considering your audience is crucial

The neutral voice doesn’t exist. Therefore, knowing your clients is essential to connect with them. There are many ways of detecting your target audience, use them to carry out your professional video voice-over, select a voice that works with the market.

Are you addressing children? If so, use the voice of a slightly older child… If you’re selling something solely for a female audience (intimate hygiene products, for example), use a complimentary voice which viewers can relate to and be sure of its privacy.


Different broadcast channels

The channels on which you are going to broadcast a video are worth mentioning. Video voice-overs for TV are not the same as those for YouTube or corporate videos.

A YouTube campaign

We can rely on much better segmentation than when we advertise on TV. We’ll reach our target audience more directly on digital platforms, so our video will be able to address our potential clients more directly.

The voice-over may be more informal, using specific linguistic terms of that sector of the population, or we could do several voice-overs with different accents attending to different geographical areas, for example (something that on TV we could only do by advertising on regional channels).

A corporate video

We cannot be too streetwise in a video that could be seen by our creditors or shareholders, unless they like us to be. A corporate video is usually more serious, and therefore good professional video voice-over will include voices that convey peace of mind and security, for example.

But beware of gender bias, according to research by the Rey Juan Carlos University, serious female voices generate more favourable attitudes towards an advertisement or a brand.


Common errors in professional video voice-overs

Finally, there are some basic mistakes that can be made when getting video voice-overs from professional voice-over artists or a voice bank.

  • Not working with professionals. Although it seems obvious, it’s actually not. Dubbing is a profession in which people tend to require a lot of training, with many options in the UK. There’s a reason why!
  • Using the same voice-overs for different countries. Huge mistake! The variation that exists within each language depends on where you go. Don’t make the mistake of using a different accent, unless you are interested in the prejudices associated with linguistic variety in a certain country (think of the northern accent in England being associated with working class).
  • Believing all channels are the same. No, no and no. YouTube isn’t the same as TV, never mind radio. Don’t skip it, if you can, do it. If not, it’s probably best you pick one channel and focus on it.
  • Not considering your target audience. This last point should be clear from above, but we don’t want you to forget it! Target those who will want you, not those who will likely ignore you.


Professional video voice-over: know who is doing it, for whom and through which channel

Professional video voice-over is a world of its own. We’ve only given you a glimpse of the many aspects that influence it. We hope that you remember the basics, and that it’s clear that there is a proper system for good results.

Select well who you want to address and through which channel, then explain it to us and we’ll select the voices  that best fit the profiles you outlined.

Do you want your voice to be heard?

About the author

Oscar Nogueras

Es el CEO de Ontranslation y dedica algunos ratos libres a escribir en este blog para compartir sus conocimientos sobre internacionalización, cross-border ecommerce y Traducción SEO. No es para menos, ya que entre su formación cuenta con una licenciatura en filología inglesa, un máster en tradumática, un posgrado en elearning y un MBA. En definitiva, una declaración de intenciones donde la cultura y los idiomas se sirven mezclados, no agitados.

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