“Video platforms that can capture the attention of the most consumers with the best content will reap the highest rewards.”
These are the words of Jonathan Barnard, head of forecasting and director of global intelligence at Zenith Media. He was commenting on a report by the company, which forecast that viewers will spend an average of 47.4 minutes a day watching videos online in 2017.
That’s up from 39.6 minutes in 2016. The jump has been attributed in part to a 35% increase on watching content on mobile devices such as smartphones and tablets.
What does this mean for advertisers, though? Zenith forecasts global expenditure for online video advertising will grow 23% in 2017 to $27.2 billion, up from $22.2 billion in 2016.
Brands of all sizes are discovering the potential of video. Video marketing is an incredibly important tool, and creative and fun way to reach out to new people. The more entertaining and personalized your marketing is, the more likely it is to go viral and be shared further than the audience you plan to target – a win-win.
Video marketing sounds like a magic marketing solution. The truth is, though, unless you properly work at your strategy, research your audience and target the right people with engaging content, then your video likely won’t do as well as you feel it should.
There’s another factor to consider, too – the quality of your voice over.
Putting the right voice over at the front of your video strategy
It may seem obvious when you’re creating a video that you want it to be of the absolute best quality. Research shows that audio quality is just as important – if not more – than high quality visuals. You wouldn’t pay much attention to a video with a mumbling voice over, would you?
Let’s assume that you’re investing in a video with high production quality. Did you know that the tone and quality of the voice over artist you use can go a long way to creating an emotional connection with your audience, potentially improving your ROI?
The power of voice marketing is growing thanks to devices such as Siri, Amazon Echo and Google Home. So much so, 40% of adults now use voice search once per day, according to data from Location World. What’s that got to do with video marketing, though? It’s relevant because of personalization. The more voice-activated technology becomes part of people’s lives, the more they will expect to hear voices relevant to them – within videos and elsewhere.
Regional dialect is essential here. For instance, when it comes to automated systems, two thirds (66%) of Scottish people would prefer to hear a Scottish accent, while a third (33%) of Londoners would prefer to hear a London accent. The same may be true for video marketing.
Work with an agency to choose a creative and experienced professional male or female voice over artist, fluent in foreign languages or local dialects. This, along with perfectly recorded and edited audio produced in controlled environments, can be the difference between your campaign being just another series on YouTube, or a key part of a successful international outreach strategy.
Simon Luckhurst is the owner of Voice Talent Online, a UK-based company that provides end-to-end voice over and audio localization. He has 14 years’ experience in audio production, localization and business ownership.