The audio component of video marketing is often overlooked simply because society has become visually-oriented in unison with the soaring popularity of TV, streaming video and video games. Some people watch video content with the sound off and subtitles on, but the same can’t be said for all audiences. For instance, the majority of real estate video production is consumed with the sound on.
Video marketing content with great audio is much more likely to convert than videos without this crucial element. Here’s a quick look at the importance of sound in real estate video production.
Mind the Audio Tone, Volume and More
The tonality of the audio used in your video marketing content matters just as much as the words spoken or song lyrics sung. Be mindful of the vocal cadence, pitch, tempo and most importantly, the volume. This isn’t to say your videos need to include “earworm” snippets from pop music songs all the way from beginning to end, but it still should be pleasing to the ears.
Invest the time necessary to carefully control, manipulate and otherwise perfect your video content’s audio elements and you’ll succeed in capturing the attention of your audience.
It is the Small Stuff of Audio That Matters Most
The unsung heroes of real estate video production are the sound engineers. Pay an audio technician to master the sound used in your video content and you’ll be more than pleased with the end product. Though audio work isn’t always immediately noticed as it is more in the background while aesthetics tend to be prominent, it matters just as much if not more in the context of viewer engagement.
Recognize that the idiosyncratic details of video production audio matter a great deal, so lean on a proven sound engineer to artfully present your content to the viewing audience and the audio component will prove engaging.
Consider the Perspective of the Viewing Audience
Audience members are interested in a combination of video and audio quality that reinforce one another for a cumulative whole that proves endearing. It is a mistake to air a real estate video ad or any other type of video marketing content until you have carefully viewed and listened to the content with each unique targeted buyer persona in mind. Take some time to consider whether you can clearly hear the entirety of the dialogue.
Does the background music drown out the sound effects, the verbal exchange or other important parts of the video?
Is there intrusive audio such as an airplane, a furnace or an air conditioner humming in the background?
Such seemingly minor distractions have the potential to compromise the quality of your video marketing content. Set the scene by closing the windows, instructing the onset crew to be quiet and turning off all smartphones to minimize interference.
Review every last detail of the video content before publishing it, ensuring all of the minor distractions have been eliminated and you’ll be able to roll out your new video marketing material in full confidence.
Quality Sound Requires Attention to Detail
The most successful video marketing content is characterized by polished audio and video suitable for airing on a national broadcast. Even if your video ads will only be shown to a regional or local audience, they should be flawless. Something as seemingly minor as the positioning of the microphone used for dialogue matters a great deal.
Invest a portion of your budget in a quality microphone instead of relying on a clip-on mic from the local big box electronics store or using your smartphone’s built-in microphone and you’ll be more than pleased with the quality of the audio. Directional shotgun microphones and overhanging microphones are optimal as well.
Monitor the Audio Quality During and After Recording
Truly professional video marketing is highlighted by the use of audio technology. Audio mixing boards combined with video editing software transform amateur quality video content into that worthy of airing during a major national popular culture event such as the Super Bowl.
Sync up the microphones to recording software and sound boards to gauge volume, treble, bass and other audio components. Record multiple takes and you’ll have enough footage to work with in your quest to present truly polished video marketing material to your audience.
Check all frequencies and audio levels, recognize that voice levels differ from actor to the next, balance out those levels and sync the audio to the video before airing it. When in doubt, lean on the guidance of a sound editor who understands the subtle nuances of audio for video marketing production.