The Science of Silence in Your Online Marketing Videos

Go looking for advice on creating a strong online marketing video, and you’ll very quickly be confronted with the expert opinion that the quality of your audio is as important, if not more important, then the resolution of the video itself. That’s true, in so far as viewers judge the clips they see on production quality and associate clear sound with credibility.

However, the importance of audio in your clips cuts both ways – namely, it’s important to remember that your video should still convey a strong marketing message even if it has been muted.

Although this is a consideration lots of business owners would overlook, it’s something you should take into account for a lot of reasons. Some users might see your ad, decide they aren’t interested, and turn the sound down. Or, they could be in a place where they can’t turn up the volume on a smartphone or tablet. A handful might even have disabilities that prevent them from hearing your video as it was intended.

Regardless of the specific reason, if your video clip depends on audio to be effective, then you’re going to miss out on a lots of important chances to make a strong impression. With that in mind, here are a few things you can do to master the science of silence in your online marketing videos…

Plan a Clear Narrative

If you ever watch your favorite sport or television show without the sound on, you’ll notice that you can get a sense of what’s happening even without hearing anything. You don’t necessarily need the dialogue to fill in all the blanks of context. You can create the same kind of effect in your online marketing videos by using body language, positioning, and gesturing to cue the viewer in on certain emotions or events.

Use Text-Based Visual Cues

To go a step farther, you can always include signs and other props that have text written directly on them. Whiteboard videos are great for this, but you don’t have to be that obvious to send a message. You can use buttons, balloons, and sheets of paper (amongst dozens of other visual cues) to reinforce a key line that might not be heard by your audience.

Insert Captions for Speech

You can include a running speech caption at the bottom of your video as a way to ensure your message comes through clearly. This can be a particularly valuable technique if your clip has a direct style, where a single individual is talking directly into a camera. It’s also helpful if your subject is speaking quickly, or with an accent. By including captions or subtitles, you make it easy for someone who can’t hear or understand the spoken words clearly to get a sense of what you want them to learn.

Place On-Screen Links in Your Videos

Finally, don’t forget that you can display your phone number, or links to your website and social profiles, on screen during your video. It might not be as effective as having a viewer taken the whole message, but at least viewers can come away with an important call to action.

Ideally, every potential customer who comes across your video clips would hear each word, note, and sound effect you’ve used in stunning clarity. In reality, though, some people can’t or won’t hear the audio you use with your clips, so it’s best plan ahead and make sure yours are effective either way.

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