The Power of A Video’s Soundscape

When creating a brand video, focusing on the visuals is easy. Who will appear on screen? Which interviews will provide the most impact? What B-roll footage will help us convey our message? This, however, leaves out a key part of production that, when done right, can amplify your video’s impact: sound. 

At ASR Media, we don't just understand the power of sound in branding, we've mastered it. Our wealth of experience and deep understanding of audio's influence on audience perception is what sets us apart. We want you to feel assured in the expertise that goes into these decisions. Keep reading for some insights and tips on how to think about your video’s soundscape. 

First and foremost, consider the emotion you want your video to evoke. This is the cornerstone of your video's soundscape. Whether it's sympathy, motivation, or humor, each emotional tone demands a different style of sound. For instance, if your video aims to evoke sympathy from potential donors, you might want to avoid voice-overs with joking or comedic tones. The right sound can make all the difference in how your audience perceives your video. 

Research has been conducted on voice-overs to discover which types of voices are most effective for certain messages. This research has found that consumers perceive men’s voices as more forceful or authoritative, whereas women’s voices are seen as more soothing and nurturing, so much so that some consumers were more inclined to trust a video with a woman’s voice. 

Ultimately, however, most consumers said a voiceover’s gender attributes did not affect their trust. The emotional qualities of your voice-over are what matter most. They will translate into consumer associations with your brand; this is why we emphasize finding the best fit. 

Soundtracks play a crucial role in building a connection with your audience. Our editors at ASR carefully select music with tones that align with your video's message. We understand how to appeal to your target audience by choosing styles or genres they're most familiar with. This is a simple yet powerful way to show your audience that you understand them, making them more receptive to your message. The ASR team works diligently to understand our client’s goals so we can make the best, most effective decisions surrounding a video’s soundtrack. 

Ultimately, at ASR, we see sound as a powerful tool to enhance your brand and differentiate it through video. Choosing interesting and unique voiceovers and soundtracks can help your brand stand out in an endless sea of marketing content. This reinforces your message and establishes your expertise, keeping you at the forefront of your audience’s minds.