One of the most visible (or audible) elements of the sound design of a video is precisely the narration. Often, the characters only speak to each other, however a voice narration "always" presupposes a direct communication with the person who visualizes the video. It's as if the narrator was by our side as we experience the video, guiding us, emphasizing the important aspects and even setting the tone of the video.
The narrator assumes himself at that moment as the mouthpiece of that business and that brand, reflecting its ideas and posture. When we hear the voice of a radio broadcaster, we automatically create a mental image of the person that is behind the microphone. Even though on many occasions, this image is far from reality, the fact is that the voice has the ability to convey a set of indicators that make us feel that we know the person we are listening to.
At a time when relational marketing is one of the key success factors for a company/brand, communicating through a human voice is the most direct way to create a relationship between customers and your business. They are not looking to buy goods or things, what they want is to solve their problems and satisfy their needs, based on their trust with brands. Acquisition of products is only a consequence of the relationship between customers and a company. Even if the product is a simple package of rice, there is an expectation about what is obtained by the amount of money invested.
The voice presents a set of characteristics that deepen communication, indicating states of humor, intentions, convictions, condition and physical effort, confidence, behaviors and even, sometimes, information contrary to what is being said. An interesting study by Jean-Julien Aucouturier shows that even the one who is communicating can collect inputs about how he is feeling by hearing his own voice.
Assuming the importance of voice and of its power, we now list some of the aspects that demonstrate the importance of assigning a video’s voice-over to a professional.
The narration rhythm is, of course, one of the most obvious aspects to take into consideration. Either it is the narration rhythm that determines the video rhythm, or the reverse. In either case, it is necessary that the connection between both of them is perfect for the video to work as a whole. A faster pace indicates a more anxious and active state, on the contrary, a more serious and calm mood will be expressed through a slower rhythm. These are just two basic examples of how rhythm changes the goals of narration. Now you’ll even have to add to other variables like background music and other sound elements.
This does not require much explanation. Imagine that you created a passionate script, but that during the narration, instead of being said the word "extraordinary", comes out something like "extrordinary". Moments such as these break the pace and mood of a video destroying its power and damaging its impact, so do not let your video miss the impact that can make a "differece" to your "buseness".
Accent and Native Voices
The accent changes sonorities, rhythms and even words themselves. If your company has a national scope, you need to have a communication that reaches all audiences and demonstrates that its dimension extends beyond a regional area. Have you ever seen a video in which the English narration has an Indian or Portuguese accent? No matter how hard you try to "clean" or imitate an accent, this is an almost impossible task to do without it appearing caricatured or stereotyped. That is why it is essential to use native voices, whose deep knowledge of the language makes the narration genuine. An English speaker should not narrate in French, in the same way, that a Portuguese should not narrate in English. If the video is in English, the objective is to communicate to an international audience and the company should also show that it has an international dimension.
A text can be read or interpreted. The difference between both options would allow us to write a whole new article explaining the two concepts and the divergent results that they generate. To interpret a text is to give it a personality, inspire confidence and convey emotions. The narration has to be genuine and credible, whoever visualizes the video has to believe in who is communicating the message. Even when faced with an explanatory video of how-to, the narration needs to be empathetic and to convey confidence so that those who visualize feel that person really knows what he’s talking about.
The narration has the ability to give the video a great impact, or otherwise destroy what could be a masterpiece. "With great power comes great responsibility" - this popular quote from the movie Spider-Man perfectly sums up the importance of a narration being made by a professional.
What about your brand’s video? To whom will you entrust this enormous power? Talk to Pikwhip and find the right voice so your video has the reach you want.