Eric Bach

Advertisers have successfully employed the use of voiceovers to command audiences for decades but getting it right takes research, planning and creativity. In producing a commercial or video collateral for your business, give the voiceover some serious thought before moving forward with the creative execution of your marketing.

Voiceovers provide the perfect opportunity to share messaging while controlling tone and guiding the emotional reception of your campaign. In fact, actual science exists behind why you might want to take your voiceover in a certain direction. For example, Phil McAleer, a psychologist at the University of Glasgow, Scotland, uncovered that we begin forming our impression of a person’s personality from their very first spoken word and that we deem higher pitched voices more trustworthy[1]. This research, along with similar findings, can shape the effectiveness of a voiceover and take your marketing from notable to unforgettable.

To help navigate the voiceover process, we’ve gathered a few tips to keep in mind as you craft the perfect campaign.


1. Consider your audience and test, test, test!
As with all marketing and advertising, put your audience first. Consider what type of voice would resonate most with your target market and compile a list of appropriate voice artists. Have your talent provide audition reels and test the different assets against one another in a controlled environment. Reflect on what has worked for your competitors and improve on that model. This could mean going in a completely different direction, but testing will ensure your audience relates to whichever voice you decide on.

2. Keep voice quality in mind and pick a clear emotional direction.

Waveforms show voice amplitude and moments of silence.

Once you’ve picked a voice artist that appeals to your audience, consider the cadence, tone and diction necessary to effectively share your message. A skilled voice artist exhibits control over his or her voice, altering the delivery of copy based on the emotion you want to elicit from your audience. Make sure you’ve chosen a voice artist who not only has a great, natural quality to his or her voice, but that he or she can also convey a message convincingly and authentically to your audience.

3. Be consistent and think long-term.
A successful advertising campaign relies, in part, on the frequency at which your message reaches your target audience. Establishing retention within a market depends on the repetition of messaging. This applies to voiceovers, too. When picking a voiceover artist, decide on someone who can deliver a variety of messages for the brand. Staying consistent with a voice artist throughout the life of a campaign builds trust and triggers auditory recognition that recalls unique brand characteristics without having to explicitly remind audiences.

4. Make sure you’ve got a great script.
Even the best voice actors can’t make a weak script deliver results. An effective voiceover depends upon a well-developed script. So, after you’ve written your voiceover copy, read it aloud, paying attention to the rhythm and flow of the delivery. A word or phrase might look great on paper but sound terrible to the ear. Keep your script clear and creative, and whatever your campaign goal may be, make sure your copy speaks to the action or feeling you want to encourage.


Developing effective and interesting voiceover to complement your campaign visuals often proves daunting, but with proper planning and testing, you can root your marketing efforts in strategy. Monitor the success of your campaign and evaluate how your creative assets resonate with larger audiences. There’s always room for further perfecting efforts, so stay open to switching directions.

Tell us about an effective voiceover experience you’ve executed, or better yet send us a link and let us hear it!
[1] http://www.npr.org/sections/health-shots/2014/05/05/308349318/you-had-me-at-hello-the-science-behind-first-impressions

Nate Keezer

We’re constantly curating the soundtrack of our lives, handpicking melodies that speak to us on any number of levels, conscious or subconscious. Going through a break-up? Cue the heartbreak ballads. Working out? Turn-up the techno beats. We’re used to tuning into the songs that best correlate with what we’re feeling or doing, but did you know that the reverse is also true?

That is, that music can elicit a particular feeling when you’re in an otherwise neutral state. You’ve probably implicitly noticed this, even if you haven’t given it too much thought, but the power of music has swayed audiences for centuries. Take a movie, for example: the soundtrack or score supports what’s happening onscreen and guides spectators into feeling a certain way about situations and even specific characters.

Using the same logic, businesses can harness this tactic to build brand recognition and positive perception.

Take this study published in the Journal of Applied Business Research. A sample audience of 210 undergraduate students was asked to record all the thoughts that came to mind after watching a suite of ads. What the audience didn’t know was that prior to constructing these test ads, 16 melodies were pretested based on music that would elicit negative, neutral or positive emotions. Those findings were used to develop three music beds (one negative, one neutral and one positive) that were added to a single commercial. The results supported the hypothesis that negative, neutral and positive musical emotive cues exerted a progressively enhanced influence on brand attitudes, meaning the “negative music has a less favorable influence on brand attitude than neutral music, and neutral music has a less favorable influence on brand attitudes than positively valenced music.”

So how do you use this to your brand’s advantage? It certainly takes trial and error to get right, but finding the perfect music bed can take your audience on a journey that a voiceover or just an image simply can’t. Brands can use a song’s message to reinforce their own and in doing so, seamlessly strengthen a visual with an accompanying aural cue. But lyrics aren’t the only way to spread a message, as even an instrumental song can elicit happy or sad emotions, transcending language barriers and broadening audiences through music.

Most importantly, in an age where brands must stand out among all the clutter, music in advertising helps content break through by connecting with audiences on an emotional level.

In advertising, humanizing a product or service is the first step in gaining the trust that leads to conversions. Music tells the story of the human condition, and it can be a powerful tool in your next campaign.

This bee was busy working. See how we used music to set the tone: