In the ever-evolving world of digital content creation, the emphasis on high-quality visuals often takes center stage. However, amidst all the focus on high resolution, slick lighting, fancy gear & gizmos, etc- there’s really one key element that holds the power to elevate a video from good to extraordinary – audio. An appropriate soundtrack, well-placed sound effects, and mix at a proper volume, are all crucial elements in crafting a compelling and immersive video experience. Despite how essential it is, audio is often the most overlooked & underappreciated aspect of video production. A professor I had in college used to say (when working in sound), “if you’ve done your job right, no one will know you’ve done anything at all.” It really is true. Apart from the “audiophile” types, sound design & mixing seems to go unnoticed in most productions, but imagine a horror movie without the startling sound effects or creepy music beds- the images alone will not have the same impact on the audience. The visual & aural elements really have to come together to make it all work.

Hollywood productions are one thing, but even when making a quick video promoting your small business, the quality of your audio should not be overlooked! If your viewers can’t hear what you have to say, then what’s the point? Here are a few tips to ensure you’re capturing quality sound for any video content you might be creating…

Invest in a Decent Microphone:

The foundation of good audio starts with a reliable microphone. While built-in microphones on cameras or smartphones are convenient, investing in an external microphone can significantly improve sound quality. Popular options include USB microphones for beginners or XLR microphones for more advanced users. There are many affordable Bluetooth-enabled, clip-on lavalier mics on the market today.

Mind Your Recording Environment:

Choose a quiet space for recording to minimize background noise. If possible, use soft materials like carpets, curtains, or foam panels to absorb echoes and reverberations. A well-insulated environment can go a long way in achieving clean and professional-sounding audio. In some instances, a little background noise can add to the ambiance of your video (children laughing & playing in a child-care promo, or birds chirping while you talk about your lawn-care service), but just be mindful of how loud it will be in the overall mix.

Adjust Microphone Placement:

Experiment with the placement of your microphone to find the sweet spot. Aim for a distance that captures your voice clearly without picking up unnecessary background noise. Most microphones have a directional pattern, so be mindful of where you position yourself in relation to the microphone.

Control Input Levels:

Keep an eye on your microphone's input levels to prevent distortion. Adjust the input level on your recording device or in your recording software to ensure that your voice is captured at an optimal volume. Aim for levels that peak just below the red zone to avoid clipping. Some phones & devices have a default “Auto Gain Control” setting that will adjust audio levels on its own, but in some cases it will introduce more noise into your recording with the way it tries to compensate during quiet portions. So this setting can be more detrimental than helpful in certain circumstances and may need to be switched off.

Use Appropriate Background Music:

While background music can enhance your video, it should not overpower your voice. Ensure that the volume of the music complements your narration rather than competes with it. Strike a balance to maintain clarity in your message, and be sure the chosen music is “appropriate” to the subject of your video. A hard-rockin’ soundtrack might not be appropriate for a video about your tea shop, and a sad piano is not an ideal instrument to underscore a promo for your fitness class. Lots of royalty-free music services are available online, such as Envato Elements, Artlist.io, Soundstripe, AudioJungle, and many others. These services are often subscription-based and are affordably-priced overall. The right soundtrack can really take your video to the next level!

Edit and Enhance with Post-Production Tools:

After recording, you might need to use audio editing software to fine-tune your sound. Remove background noise, adjust levels, and apply equalization if necessary. Basic editing tools are available in most video editing software, and there are also dedicated audio editing programs for more advanced users. For most folks, this step might be getting a little too “into the weeds,” but knowing how to fix potential audio issues that may have occurred during recording can be a very valuable skill.

Stay Consistent:

Once you find a setup and settings that work for you, try to maintain consistency across your content. Consistent audio quality helps build a professional and reliable brand. Plus, it’s going to save you time as you continue to create content moving forward.

From setting the mood and enhancing storytelling, to fostering immersion, reinforcing professionalism, and providing more accessibility, the importance of audio cannot be overstated. Acknowledging the significance of good audio is key in creating a quality video. With the rise of short-form content like Tik Tok, Instagram reels, & Facebook stories, the reliance on audio does become less vital, in some cases. We have to acknowledge that many people scroll this content with their device’s audio on mute, therefore creating a reliance on the visuals & captions alone to relay information to viewers. At the end of the day, it’s about knowing who your audience is & through what channels they are accessing your content, but if appearing professional & making sure your viewers will be able to clearly hear your message is important to you at all- don’t neglect the importance of sound in your videos. And next time you go to the movie theater, take a little time to focus on the intricacies that went into the sound production of what you’re watching. Many under-appreciated audio professionals will thank you! :)

- Heath

The HeartBEAT of Compelling Video