3.3 seconds. That’s the average amount of time consumers will pay attention to 15-second video ads. 30-second video content gets even less time: 1.2 seconds.
What if there was a way to make more than 66% of consumers finish your client’s <60-second video ads? And, what if you could hold their attention for longer than a minute? According to California Management Review (CMR), such a video content tactic really does exist.
Video Content with Multiple Voices Persuades Audiences
The Role of Voice in Marketing Videos
According to CMR, our brains have evolved to be particularly responsive to the human voice. Voices “activate unique regions in the brain, quickly draw attention, and evoke immediate and greater processing.” So, video content has a good chance of persuading consumers to make purchases when voices are involved.
Video ads with a singular, off-screen narrator are some of the most popular video content choices marketers make. These videos let your client show off their products and services while delivering information without the possible distraction of seeing the narrator. It works for online videos, TV commercials, what have you.
But if your client only uses one narrator, they run the risk of boring consumers, no matter how compelling the on-screen content is. It’s like a school lecture, a long theater monologue or when there’s only one person sitting and speaking on a TV show. Yeah, it can hold your attention for a little bit, but if nothing changes, it gets old.
The Perks of Adding More Narrators
The obvious solution to the boredom problem is to add more narrators to your client’s video content. According to CMR, “The persuasive power of a marketing video is significantly enhanced when a video employs more narrators, particularly when it conveys a simpler message.” Adding more narrators helps persuade consumers to take economically significant actions, such as increasing the likelihood of them:
- Seek out more information on your client’s brand and offerings
- Making a purchase
- Sharing the ad or their experience with your brand with friends, relatives and followers on social media
So, not only should your client include two or more narrators to their video ads, they should continue to keep the content concise. They shouldn’t make the video longer or add a lot more information to it just because they can. Stick with what has been deemed important for the purpose of that video and stick to it.
What Types of Voices to Use
Of course, not all voices have the same effect on the general public. Imagine choosing to listen to an entire video ad voiced by someone who is shrill and nasally. No. Just… no.
CMR recommends using voices that are:
- Lower Pitched: These voices tend to be more persuasive and increase the likelihood that consumers will view the narrator positively
- Clear: If consumers can’t understand the narrators completely, they’re going to miss vital information
- Authoritative: Not necessarily commanding, but a voice that indicates that the people know what they’re talking about and can be trusted
- Relatable: The stereotypical voice of God is authoritative, yes, but not exactly relatable. Consumers want to hear from people just like them. Take a look at your client’s target audience’s demographic data on AudienceSCAN on AdMall by SalesFuel to get a better idea of what that should sound like
Now, you don’t have to pick narrators who have all of those traits. Having multiple narrators gives you the opportunity to mix and match to get them. Plus, having different styles of voices can help keep the audience’s attention.
The next time your client comes to you for video content advice, make sure to bring up the benefits of multiple narrators.
Photo by: Kate Oseen