What is voice-over?

The eLearning industry is booming, internet videos are increasing rapidly in number, and consumers are now watching more video content than ever before. Brands and businesses are working hard to meet this demand, but not all are finding the success they were hoping for. Often, this is because of the video voiceover: no matter how stunning your video production is, no one will keep watching if a voiceover video is flat or poor-quality.

With videos taking up more of users’ attention and time online, brands and businesses need to be able to create strong, high-engaging videos that will drive results, and having strong video voiceovers is a crucial part of that. The voice-over and video narration can alter not only the message but also the overall tone and takeaway of the video, significantly impacting the viewers’ experience.

Within this guide, you’ll learn all you need to know about voiceovers. From starting to understanding what a voiceover is, to writing the perfect voiceover script, to working with a voice-over artist, and the key steps to record your voice-over if you choose to do it by yourself.

Voice Overs: Overview

1. What is a voice-over?

A voice-over is a production technique in which a voice is recorded from an outside perspective, often serving the purpose of narrating a story or explaining information. The voice is heard but not seen. The key characteristic is that the voice is added in addition to the existing narrative. It is often read from a script by a voice actor and then used in television, filmmaking, theatre, radio, and other presentations.

Perhaps the most common and well-known use of the voice-over is in promotional movie trailers when a voice is explaining the main points of an upcoming film to entice audiences. However, you can also encounter voiceovers in documentaries, news reports, video games, event announcements, tourist attractions, commercials, and other presentations.

The two main types of voiceovers are narration and non-narration. In narration, a voice is describing the action on-screen and tells a story based on what’s happening. In non-narration, the voiceovers are informational, instructional, and educational. Despite the type, a good voice-over should always have audio clarity, pacing, vocal tone and inflection, and proper pronunciation.

2. How to do a voice-over

Looking to do a voice-over but not sure where to start? Here’s what you need to know.

1. Prepare

Before you get started, it’s important to do a little prep work. Most professional voice-over artists have a room equipped with sound-absorbing foam. When that’s not an option, you’ll need to find a quiet place with decent acoustics where you won’t be disturbed.

When choosing a place to record, listen for background noises as most microphones will pick up even the faintest sounds. Common background noise culprits are heating and cooling systems and sounds from outside like traffic, dogs barking, or wind. Also, the size and contents of your room matter. If it’s too big you will sound distant and if it’s too small it will have a loud echo. Further, a room with soft furnishings like a living room or bedroom will sound better than one with hard furnishings like a kitchen or bathroom.

You’ll also need some equipment including:

• A microphone: The built-in mic on your laptop will often result in poor sound quality. It’s best to get an external mic. Prices start as low as $50 for a decent USB microphone.
• Audio software: This helps you record and edit your voice-over. Look for one that is user-friendly with helpful features like auto transcription, voice balancing, and background noise elimination.
• Headphones/Speaker: Headphones and speakers are necessary for listening to your recording and editing it effectively.
• Computer: You’ll need a computer to run your software, record yourself, and edit the recording.

Once you have your set-up prepped, the next step is to figure out what you’re going to say.

2. Scriptwriting

While you may feel the temptation to wing your voice-over, it can leave you with an unprofessional result. Writing a script helps you to organize your message and communicate it in a way that is as effective as possible. Further, with a script, you can practice your delivery to prevent long pauses, “ums,” and other mistakes.

A good place to start is with an outline of the main points you want to cover. Then, flesh out the points to write the full script and edit it down to be as concise as possible. Once you’re happy, read the script out loud to identify any sections that don’t come out naturally. Make adjustments as needed.

3. Trial run

Once you feel confident with your script and performance, it’s time to do a trial run. Let everyone around know you’re recording so they won’t interrupt you. Then, think about the result of the voice you are trying to create. If you’re becoming a character, mentally step into the shoes of the character. If you’re recording something more informational, think about the impression you want to make on the audience.

Next, position your mic (about 6 to 8 inches from your mouth), hit the record button, and read the first section of your script. Your mic position is important and it may take some experimenting to get it just right. Try moving it closer and further away to see how the recording changes. It can also help to point your mic to the side of your mouth to reduce sibilance (ess sounds and popping p’s).

4. Record

When you’re happy with your trial run and feel prepared, it’s time to record the full-length voice-over. A few tips to keep in mind to ensure a high-quality final result:

• Focus on clarity: Speak slowly enough to be clearly understood, and pronounce each word without sacrificing your natural flow.
• Tone: Think about your tone and how you are coming across. Generally, you don’t want to sound monotone or overly excited. You may also have a specific tone required for a certain type of production.
• Mistakes: Don’t worry too much about misspeaking. if you make a mistake just keep going. You can edit out small errors when you’re done. If a certain part of the script keeps giving you trouble, you may want to rework it. Also, don’t get too frustrated, it’s not uncommon to do a few recordings to get it right. You can always take sections of the different recordings and stitch them together.

Creating voice-overs is a skill like any other and will take practice to perfect.

5. Editing

Feel good about your voice-over recording(s)? Great, the next step is editing. You’ll use a software program to listen through your recordings from start to finish. Take notes on things you like and things would like to fix. Listen for long silences, weird sounds, errors in speaking, rushing, speaking too slowly, etc. Then, go through and begin to make your edits. Edit together the recordings you like best and remove what you don’t want. If your software has a volume automation feature, it can be helpful to balance out the volume of your recording and make it sound more polished. Once it’s all cleaned up, your voice-over will be ready for export!

3. How to write a voice-over script

Writing a great voice-over script is a relatively straightforward process, and practice always makes perfect. You can outsource the task to a scriptwriter with experience in the field, or tackle it yourself.

If you’re choosing to write a voiceover script for your voice-overs, there are several best practices that you’re going to want to follow. And even if you outsource the task, of hiring someone as a professional voice-over actor, you still want to check the script yourself against these practices to make sure that the script is doing everything you need it to.

Let’s take a look at how to write a great voiceover script and the best practices that can help with this.

Outline the script first

A large number of scriptwriters will start with an outline. They’ll list all the information they want to convey to listeners in a bullet point list so they make sure they don’t miss anything, along with any specific phrases they want to use.

When you write your first rough draft, make sure that each point makes it into the script. Then you can make cuts if needed while fine-tuning the language to improve the overall impact of the video and ensuring that the timing lines up.

Your script will likely go through multiple revisions. This is normal. You don’t want to rush it, and it’s better to get it done right than it is to get it done fast.

Adapt the voiceover script to your target audience

Your voiceover script should always be written with your target audience in mind. This includes shifting the language to appeal to your audience so the video resonates with them.

If you’re targeting teen and young adult girls, you might swap out the words “extra” or “very” with “super,” like “it’s super passionate.” Adding in the occasional curse word blocked out with a beep can appeal to older and tougher demographics while adding in some humor.

Think about how your target audience for each particular video talks and what language they use.

Write using a conversational tone

The last thing most people want when they’re watching a video is to feel like they’re listening to a textbook being read. If the voice-over is stiff or clunky, there’s a good chance that your video view completion rates are going to be on the low side.

Write a voiceover script like you’re talking to someone, or like you’re writing dialog. Don’t worry about “perfect” writing that uses fancy words or elaborate metaphors. Someone has to make this sound natural and authentic, so start by saying something out loud while typing to see where it gets you. You can always edit it after the fact.

Ensure the topic matches the desired tone of your script

Different scripts are naturally going to have different ones, and it’s essential to make sure that your tone matches the topic that you’ve chosen.

An ad for a nonprofit that connects victims of domestic abuse with pro-bono counselors, for example, wouldn’t want to use the phrase “exciting opportunity” even if it technically is.

Another example would be a mortgage company creating an explainer video for potential clients about the home buying process. If you use terms like “escrow” that first-time buyers may not be familiar with, offering a simple definition in the video is essential to keeping it accessible to your target audience. If you were creating content geared toward realtors, defining terms would be unnecessary.

Write clear copy

Your script’s copy should be clean and easy to read. There shouldn’t be any doubts about what a sentence means, literally or metaphorically. Sentences should be relatively simple, and paragraphs and ideas should be short and easy to separate.

When writing a copy, a good goal is to get your idea across in as few words as possible.

Make sure that there are no doubts about what’s happening in the voice-over. If you say “Brian and Jeremy had a talk, and he decided that he was ready to move forward with the company,” you’ll have listeners and viewers confused. Who is “he” in this case: Brian or Jeremy? Adjusting the sentence to offer clarity is the way to go.

Use a simple organizational pattern, going from one idea to the next and making that transition clear.

Make sure you watch out for the following:

• Active vs. passive voice (more on this below)
• Run-on sentences
• Unclear meanings, tenses, or sentence structure
• Complicated sentence structure
• Paragraphs that are too long, or ideas that become too complicated
• Repetitive ideas
• Ideas that don’t align with the core topic, and would better be omitted or put in another video

Use double spacing

This is a small formatting change that can make a big impact on your voice actors.

When you send them the voiceover script, use double-spacing in the document. This just takes a few clicks, but it makes it much, much easier for the voice actor to focus on what they’re reading, improving the quality of the voice-over as a result. It also makes it easier for them to write in pronunciation if needed, or add notes for themselves based on your feedback.

As an extra tip, make sure that you’re sending the voiceover script in a PDF format if you want to prevent anyone from changing the script accidentally. The actor can always add in their notes as needed.

Use simple punctuation

Punctuation shouldn’t be used for decorative purposes; it should be a clear direction to your voice actor about how you want them to execute the reading of the script.

Stick to simple punctuation like periods, commas, and question marks as much as possible.

More complex punctuation options may be confusing for a voice actor. An ellipse, for example, typically indicates trailed-off thoughts, and the actor may not know whether it means you want them to trail off the sentence or to have a definitive pause. Offering clear instructions like “trails off” or “two-second pause” will yield much more accurate results.

Include transition words

Videos are typically going to take users through multiple different ideas. This might include talking about a problem, then offering a solution, and then explaining features and benefits. It also might include discussing different separate insider tips, or different steps of a tutorial.

To make your video easy for users to watch and follow, having a clear separation of ideas within your voiceover script is important. Don’t hesitate to use transition words like “first,” “next,” and “finally.” A few small words can make a big impact.

Write out the phonetic spelling of difficult or unfamiliar words

Fans of the popular show “The Office” might remember the scene when Dunder Mifflin is bought out by Sabre, and the employees write a song with the new brand name. They pronounce it “Sab-rey” only to find out that “Saber” was correct.

Make sure that your voice actor knows how to pronounce your brand name and any other words that are difficult, unfamiliar, or that may have multiple acceptable pronunciations. You can include this in the voiceover script or feature it in a “glossary”-styled section along with the script and brief. Let the actor know that they can contact you to hear your pronunciation if needed.

Because the language in the voiceover script may be familiar to you but not a voice actor, it may be useful to ask a friend outside of the business or industry if any words are tripping them up.

Avoid using abbreviations

It’s normal to use abbreviations while writing, especially if we’re writing scripts for ourselves to use. This is the last thing you want to do. If you write “btw” instead of “by the way,” there’s a solid chance the voice-over actor will take the abbreviation literally.

Write the voiceover script exactly as you want it to be read out loud.

Make sure your descriptions & punctuation align

You want your description of the video’s tone and style to line up perfectly with the punctuation in the script. If you want to have an exciting and upbeat script, you can consider peppering in a few exclamation marks, for example.

The language in the script, after all, isn’t all that you need to make the script convincing or ring true to your intended voice.

Be conscious of passive & active voice

As you’re writing your voiceover script, make sure that you’re being aware of passive and active voice.

The difference between the two is whether the subject in the sentence is taking an action, or being acted upon.

When you’re using the passive voice, the verb happens to the subject of the sentence, instead of having the subject take the action. With active voice, on the other hand, the subject takes the action (or verb) that’s happening.

A sentence using an active voice will say “The cat chased the mouse .” A passive voice, however, will say “The mouse was chased by the cat.”

You should use an active voice when writing your scripts as much as possible. It offers more clarity and sounds more decisive.

Here are a few examples of how to convert a passive sentence into an active one:

• “Disneyland was shut down by the coronavirus” vs “The coronavirus shut Disneyland down.”
• “Before women went to work, homes were cleaned by stay-at-home wives.” vs “Stay at home wives cleaned homes before women went to work.”
• “Pasta rolled by our machine has a delicate flavor and strong al dente texture.” vs “Our machine-rolled pasta has a delicate flavor and strong al dente texture.”

4. What does a voice-over artist do?

Many business owners find themselves trying to create their voice-over narrations, and then end up unhappy with the results. The natural solution, therefore, is to hire a professional voice-over artist.

You send them a voice-over script and a detailed brief that explains what you’re looking for including the tone and voice qualities. They’ll record the voice-over on their own time and using their software, and send it back for your approval.

Professional voice-over artists will help you get the results you want, and they’re well worth hiring. They’re particularly beneficial for the following reasons:

1. They are hyper-aware of how to get the tone and style that you’re looking for. You might not be able to sound excited without it coming across as a little fake, for example, while a professional could.
2. Professional voice actors artists will know exactly how to ensure that the narration is easy to follow and interesting to listen to.
3. They have a great deal of experience. They can create the right rhythm so that your voice-over develops a cadence that improves your persuasive argument.
4. They give you the chance to find the exact voice you’re looking for. A makeup company targeting Gen Z users in the UK might want to find a youthful woman with an English accent, for example, even if the marketing director is male and lives in the US. You need the right voice to appeal to your audience.
5. They can help you overcome language barriers and reach target audiences. If you have an explainer video for a SaaS service that’s scaling internationally but you only speak English, it makes sense to hire someone who speaks each language that you want to create content for, this will help you reach larger audiences.

5 qualities to look for in a voice-over artist

As you’re making your decision, remember to keep an eye out for five key qualities in a voice-over artist. This will increase the likelihood that you find a professional who is versatile so you can hopefully work with them long-term.

Here are the traits you want your voice-over artist to have:

1. Experience in voice acting. Voiceovers must be convincing. Your audience needs to believe what the voice-over artist is saying, and the emotion that they’re selling. If not, it will fall flat.

2. A range of voice qualities. You might want someone who can be friendly and technical. Someone who can offer a range of different qualities is more likely to strike the exact tone that you’re going for. It also makes it more likely that you’d be able to work with them again moving forward o another project if you chose to.

3. Perfect pronunciation and enunciation. Voice actors need to speak pristinely and clearly. Listeners need to subconsciously be able to register when a sentence or thought has ended, and make out each word. And, of course, those words all need to be pronounced correctly.

4. Proper pacing. Pacing is an important part of the quality of a voice-over. Read too fast, and the voice-over becomes rushed and can feel chaotic; too slow, and you may lose the viewer’s interest. You’ll also want the voice-over to line up with your video without major editing. You can always send the voice-over artist an example of pacing you like from another video.

5. Natural articulateness. Viewers need to understand what’s being said, or you’ll lose them altogether.

How to find the right voice-over artist

Fortunately, there is an abundance of talented voice-over artists that you can hire on a freelance basis online. All you need to do is find the right one!

Taking the time to find the right voice actor is essential. Here are the steps you should take to find the right one:

Step 1. Start with strategy

To start, you need to consider the type of video that you want to create and the audience you want to reach. Then, think about what tone will match your company’s brand voice.

Keep in mind that the tone of the narration will greatly affect the potential emotional impact, so you want to get it right.

Be strategic here. Think about whether your audience would respond best to a male or female voice actor, for example, and if they’d want to hear an upbeat voice instead of a calm or soothing one.

This can vary from video to video. A company that sells security systems, for example, might use a male voice actor and a slow, somber tone when creating a fear-based ad about someone breaking into the home. They might choose a soothing, conversational female voiceover artist however when creating a video campaign talking about how comforting it is to protect the family with a strong security system.

Step 2. Consider your core demographic

Your core demographic will respond most to your video campaigns if they relate to the person speaking to them. Opting for a voice-over artist to who your audience will relate is crucial.

Consider age, gender, accent, and “qualities” offered when looking at a voice-over artist. Listen to samples of their work if possible that’s similar to what you want. You may find that a voiceover artist who excels at an “authoritative” quality isn’t particularly skilled at a “calming” or “reassuring” quality.

In a recent study, 30% of respondents were hoping to see more female voice-over artists, and 27% said they were looking for more non-English speakers.

Step 3. Choose a voice-over artist who can match your tone & speech patterns consistently

It may sound easy to sit down and read a script, but that’s rarely the case. You need to get the tone, speech patterns, and cadence exactly right. You want it to line up with the video perfectly, but also for the narration to flow well and sound natural.

Listen to someone’s previous work, and see if they’re able to use speech patterns to establish a natural cadence when reading.

Step 4. Take your specific video content into account

There’s a solid chance that you may choose one voice actor for educational videos and tutorial content, and another for explainer videos and commercials.

Educational content and tutorials, for example, are often highly technical. Your voice-over artist will likely need to be using niche, industry terms. You know them, and your audience may know them, so they need to be pronounced correctly for you to appear credible and knowledgeable. Choosing someone who can make technical content sound authoritative and who can get the terms exactly right is important.

Explainer videos, brand awareness videos, and commercials, on the other hand, should have approachable, friendly qualities while engaging your audience.

This is partially why 27% of people asked in a recent survey said they were looking for “girl or guy next door” voice-over artists, and why 27% said they were looking for more authoritative qualities. Every business may want something different based on their brand voice and their audience, and even for each video type, too.

Step 5. Avoid using celebrity or influencer voices

Many businesses typically find the notion of working with celebrity or influencer voices appealing. The thought is that they could use some of that celebrity clout to connect with new audiences.

This isn’t always the right approach, however, for several reasons. Consumers themselves don’t want to see celebrity voices in many cases: as many as 70% surveyed said that they don’t want celebrities in their video voice-overs.

Celebrities can also be tricky. They can take away from the focus of the content because the focus becomes about them. And if they happen to do something that doesn’t align with your brand, like getting a DUI, right after the video launches, you’ll be forced to change the campaign.

Keeping the focus on your video and your brand rather than a celebrity guest star is a good call in most cases.

Step 6. Choose a voice you’re happy with

You can find yourself with a list of ten great candidates who all offer the qualities you’re looking for, fit your budget, and offer a few revisions. Once you’ve used logic and research to narrow down the list, sometimes you need to go with your gut instinct.

Whether you’re opting for a male or female voice and going for excitable or lighthearted or somber, you want to make sure that the voice-over is exactly right.

Choose a voice that you’re happy with, and that you feel fits your brand, and once you get the voice recording, don’t be afraid to ask for another take if it wasn’t exactly what you were looking for the first time. The voice-over can be crucially important to how your viewers respond to your video, so getting it right in both content and tone is crucial.

Conclusion

Voiceovers are important because they significantly impact the tone, style, and emotional impact of the video, which can impact how the user perceives your business.

Taking the time to strategically choose a tone and style for your video and then finding high-quality voice actors who can bring your vision to life is well worth the effort. By following the steps discussed in this guide, you can create a strong video voice-over script and bring it to life with the right instructions and a talented voice actor.

As videos are taking center stage in the marketing world, capable of driving enormous engagement and brand lift, ensuring that you get each video exactly right can pay off both short- and long-term. You can reach more audiences while connecting more meaningfully with them, setting you apart from your competition.