How Voiceovers Affect Us

As a director or producer, you are likely keenly aware that voiceovers make a significant impact. Audiences may not consciously evaluate how a particular voiceover affects them. However, as people listen to the radio on the way to work, stream content on their devices, and watch TV at home, voiceovers are reaching them on a subconscious level.

It's hard to overestimate the importance of commercial voice talent. Even when listeners or viewers are not actively engaged with your ad or product, your campaign still influences the impressions that consumers form about your brand. The next time they are in the position to choose between you and your competitor, the impressions formed by that voiceover, even among a passive audience, may play a critical role.

The voice actors you partner with ought to be able to convey the tone and character of your campaign. Successful campaigns connect with audiences on some visceral level not necessarily associated with your product or service.

Campaigns often resort to humor, a sense of industry authority, or an emotional narrative that memorably positions the product or service. Whatever the approach, your commercial voice talent needs to come off as relatable to your target audience and credible in the context of the message you are sending.