![]() Sometimes voiceover is an integral part of the storytelling. There are many examples of this, but here’s a classic, produced at Curious Pictures eight years ago now: Storytelling If you are going for the heartstrings, it might be best to get the voiceover out of the way and let the music do its thing. ![]() Pictures can spark emotions too, but nothing makes a beeline for our heart quicker than a strong piece of music. That means key views will probably be on desktops. On the other hand, B2B decisions are usually still made at desks, whether that be company offices or home offices in these days of social distancing. ![]() That’s an important advantage for your awareness or brand-building efforts. If your Facebook doesn’t get clicked (and that probably happens around 99% of the time) visitors will still be able to see and read your animated text. Video ads on your timeline will usually start playing without sound as you scroll by them. Some trade shows restrict or even ban the use of audio on the exhibition floor.Īnother place where animated text might be preferable is Facebook. If you have plans to use your video on a trade show floor, for example, chances are that it will be quite noisy and nobody will be able to hear your video or its beautifully wrought narration. Mobile isn’t the only place where picture has an advantage over audio. This allows critical information to be absorbed more quickly and easily. For instance, in the LendLedger video, the visual channel is not only providing the narrative of the shop owner (our protagonist), it’s also providing textual examples (not mentioned in the voiceover) of the kind of digital records LendLedger draws upon to provide credit. Yes, but that doesn’t mean they are redundant (although sometimes they might be for the sake of emphasis or variety.) Usually, the information on each channel complements the other. Why do two channels provide more information? Aren’t they working together? Narration is sometimes necessary to cut through dense information and communicate in the pithy way today’s viewers demand. When you make a narrated video, you’re utilizing two channels to convey information: audio and visual. Why isn’t animated text always the winner, then? There are a number of considerations that could make voice over narration a more effective choice.īelow are the key aspects to consider when deciding between narration and text: Density of Information Additionally, this video can still play very successfully on a desktop. The text is animated, designed, and timed so that our eye easily alternates between reading the text and viewing the actions of the characters. The text is larger and easier to read than captions and part of the appeal of the video itself. However, you can see the downsides of the narration-with-captions approach when you compare it to a video with animated text, like this one which we produced for Slice: That way, subtitles will appear for the mobile viewer automatically, without their having to opt-in. TIP: If you have a video that is narrated, and a separate mobile version of your page, it’s probably a good idea to create a video with burnt-in subtitles for the mobile version of your page. While captions like these can be turned on or off by the viewer, mobile audiences often lack the inclination or technical facility to take advantage of this option. ![]() Take this video we made for LendLedger, for example (turn the subtitles on by pressing CC on the playbar): You can add captions to a narrated video, so that viewers can read what the narrator is saying, even if they can’t hear the voiceover. When a narrated video loses its soundtrack the narration is lost, but animated text can be read even without sound.ĭoes that mean that if you make a video with a voiceover – and people see it on mobile with the sound off – that your message is lost without hope? Not at all. And when people see video on their phone, perhaps around 92% of the time they have the sound off. The effect of this is that more people see video on their phone.
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