Why It Matters: Audio in Videos
Videos are hands-down, the most popular way to get your message out in the digital age. The average attention span is shorter than ever. People don’t want to work to decipher what you have to say. Time is of the essence. All these factors culminate in videos being the perfect tool to communicate your ideas. But there is a catch.
We’re so inundated with video content every day that simply writing a script and hitting record isn’t enough to get noticed. Your video has to be a cut above the rest, but the secret to achieving this might surprise you.
The go-to solutions too many companies fall prey to are easy mistakes to make. Higher resolutions, sophisticated animation, professional editing… These aspects seem like no-brainers. And while all these tools are important, they can be extremely costly (video costs often start at $2,000 per minute of content) and are not the defining element in creating a video that will connect with your audience.
The unsung hero of effective video production is… drum roll, please... rock solid, audio quality.
Now I know you are probably scratching your head, “wait, what? You’re telling me that the audio is the most important part of my shiny, new video? I thought the whole point of the medium was to take advantage of evolving visual communication.”
Yes, and no. To make an effective video, you need to take advantage of every opportunity to tell a story visually, but if your audio is shoddy, you video will fall flat. But why?
Audio is the only part of your production that physically interacts with your audience. Sound waves are coming out of the speakers and vibrating your viewers ear drums. That may sound dramatic, but I cannot emphasis the importance of this tactile interaction enough.
As viewers, we are used to suspending a certain amount of belief when watching videos or film. Most of us grew up on grainy videos or some kind, whether it’s ancient VHS tapes, low-quality cell phone videos or FaceTime chats with a poor connection. We’re watching a video; we know what to expect.
Many of these mediums employ less than stellar audio quality and while we may be used to it, why settle for something subpar when we can easily and cheaply provide the viewer with a top notch listening experience.
Top quality audio not only adds a sense of unparalleled professionalism, it makes the viewer feel like you are in the room with them and speaking directly to them. Your 4k video, no matter how pretty, isn’t going to impart that emotion.
Try watching your favorite movie muted. The experience falls flat. Now try listening to it without looking at the screen, you’re much more likely to be engaged.
If you have to choose a single aspect of a video production to go all out on, your best bet is audio. Not only is it relatively cheap and hassle free, it’s the fastest and most effective way to connect with your viewers. It’s absolutely incredible how simple, clean visuals paired with exceptional audio can tell a story so effectively.
So revise that script a few more times, go find that friend with a silky smooth voice and get recording. Any half-decent mic and recording software should do. Just please, please, please steer clear of your laptop’s built-in mic. It’s not going to cut it.