That is the question...or do I really need a professional voiceover narration with my video?
Well, that depends. Today’s media is all about storytelling and engagement with your audience. Many find both narration services and video production companies work hand in hand. After all, we have been consuming ‘talking movies’ since 1927! A business web video or commercial can feel incomplete without a narrator. An explainer video for example can feel like it’s missing something, if it’s images only, even if it has a music soundtrack. Humans are used to a human connection which is why the voice is so powerful…that said…
Voiceover is Not for Everyone...
Are you doing a social media post where you are ‘the product’ or ‘the star’ like business or personal coaching? In that case, you probably don’t need a professional VoiceOver. Just turn on your video platform and do your thing…or maybe you just want to show visual media. There are times when visual imagery is so strong, words can take away. Traditionally people use professional talent when they represent a brand, provide a service or tell a story. They want to inject trust, confidence, reliability as well as relatability. Often a pretty image or video with no storytelling just doesn’t grab our attention for very long. There is no right or wrong answer, but you do need to ask yourself and your team a few questions to make sure you are utilizing the right tools to effectively engage your audience.
What Story am I Telling?
The first question you need to ask is: What’s Your Story? What are you trying to communicate and to whom? Is the story served by using a visual component only, or will narration enhance the storytelling and engagement? Voiceover is used to convey a level of expertise and professionalism. People respond more to a narrator speaking about a subject or product rather than a person talking about themselves, even if it’s their own business. It adds a level of credibility and trust, that talking about yourself just doesn’t manage, unless of course, you are a big personality where you are the brand…but even if that’s case, it can be helpful to intersperse a video with a VoiceOver narration discussing and explaining the proficiency of the subject or product with an interview format or personal spokesperson.
Can I just do it myself?
Sure, if you want to and have the proper sound quality to match. But keep in mind most professional VoiceOver artists have spent years of training. It’s more than just plugging in a mic and pressing the record button. Today’s VoiceOver artists are actors, communicators, and storytellers. Aside from a multitude of VO classes like commercial, narration, animation, video games, audiobooks, training can include acting classes, improv, sound engineering design, and more! Proper equipment and a clean recording environment are needed for broadcast-quality work which often the average person doesn’t own and has no reason to invest in.
Do I really need a Voice actor just to read my script?
Well, it’s more than just reading…A VoiceOver artist is paid to provide script analysis, intention, and meaning to the script before they utter a single word. ‘Just reading it’— isn’t communication and never sounds like a real person talking which is the goal of engagement. A script must be broken up into moments and it is the job of the voice talent to find those moments, bring personality, meaning, and life to the copy. Even if the script is technical and dry, a professional VoiceOver can enhance the delivery by using phrasing, inflection, emphasis, timing, spacing, tone that an untrained reader just can’t. A non-professional runs the risk of getting into vocal patterns that make the copy sound sing-song or too much like an announcer which is a mostly old style of VoiceOver. Although some roles do call for an announce sound, you need to know the difference. It’s important to make a decision considering who the project is for and what you are trying to communicate. Would a VoiceOver narration benefit the project? Am I really trained to perform the script or will it sound like I’m reading?
Pro Tip: No one wants to listen to someone who sounds like they're reading these days - it's all about conversational storytelling.
I Need Your Opinion
Scripts must have a point of view. Having no opinion isn’t going to cut it for most scripts. The voice actor is continually making choices, who they are in the script, perhaps a doctor, teacher, a mom, aunt, or neighbor, and who they are talking to, perhaps a daughter, a son, or a peer. The narration will sound different depending on who you are and who you are speaking to. Talking to one person is key. Communication has more impact when it’s personal. If you are talking to everyone it can sound vague and impersonal. Picking one person gives a script more intimacy and personalization. No one wants to be ‘talked at’ — we want to be enlightened, learn something, and have an authentic experience. That’s why opinion matters in VoiceOver performance. It’s a journey. Using commercial copy as an example, often there is a problem and a solution. They can not sound the same. You are taking the listener through a journey, transitions, and moments. The experience is not the same by the end of the commercial as when the audience first started listening. One effective way to do that is to have an opinion about the script. A professional talent knows how to convey an upsetting ‘problem’ and make the transition to the solution by the end of the copy. Depending on the script, a professional voice talent may use empathy, relating to the audience rather than ‘selling’ which turns off most listeners nowadays.
Get Out of the Way
Voiceover is often a support service. Voice actors need to know when to turn it up and turn it down. Unless it’s a video game or animation, voice talent are not the ‘star’ of the project. Too much voice-acting or an over-the-top performance, especially by a novice or an untrained voice actor, can make the story sound cheesy, fake, and inauthentic. Not enough of a connection can sound boring and disengaged. A trained narrator supports the story, knows how to work with the storyboard without taking over and making it all about them. Voiceover and video services work together to support and tell the story, but don’t take over the storytelling. The meaning or message of the story is always paramount.
Yeah, but Voiceover costs Money…
Yes, it does. So does any professional service. If you don’t have a budget, that’s okay. Do what you can and go for it. Maybe you don’t even need professional services depending on your goals and needs. But if you do need talent, know that in most cases, you are paying for years of experience, equipment, and continuous training to maintain professional quality production. You definitely want to vet talent, make sure they have samples on their website that you can listen to. Many professional talent will offer a free sample audition with a portion of the script after an agreed-upon budget.
The Choice is Yours
Hopefully, the above blog has given you a better idea of why and when you should use a professional VoiceOver artist for video as opposed to doing it yourself.
The main things to consider are… What’s my story? Will a professional voice talent enhance the storytelling? Whom do I want to engage with my story?
If it’s just for regular social media posts and you are the brand you probably don’t need to invest in professional talent.
Ask yourself, am I communicating in an engaging manner?
Death to communication is sounding like you’re reading, so you want to avoid that at all costs. Being informed about these VoiceOver considerations can make the difference between a mediocre production and a great one!
Nancy Kaszerman is a professional voice talent for more than 10 years and is located in NYC.
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Nancy Kaszerman is a VoiceOver artist and lives in New York City.