A video production decision people often give little thought to – at first! – is the voiceover talent. It takes some reflection to realize how important this decision is, and even more careful thought to make the best decision for your product.
Male or female seems like an obvious first decision. But is it really? The answer is almost never obvious: Your football app might seem made for a man’s voice, but the right female voice can give you a different, distinctive and memorable HD video, and that’s what it all about – getting shares and increasing conversions (and sales).
So, X or Y?.
Research offers no definitive guidance. An Adweek Media/Harris poll shows only 48% of viewers said males sounded more forceful; 49% said gender made no difference. Just 46% said female voices are more soothing than male; two-thirds say the persuasion value of an advertisement is not impacted by the gender of the voiceover artists. It gets even more confusing when the data is broken down by the gender of the respondents.
The best advice is to seek suggestions from your video professional, who regularly works with many voiceover artists offering different approaches and styles. Listen to several, keep an open mind, and take your time deciding which voice you want identified with your product.
It makes a difference, and chances are you will know the right voice when you hear it. But definitely take your decision seriously and give your choice careful deliberation.