Voiceover’s New Frontier

The way marketers connect with consumers has rapidly evolved in the last two decades, and the voiceover industry has shifted accordingly.

Many companies no longer seek out the typical booming-voiced announcer, instead selecting someone whose voice sounds authentic, trustworthy and believable.

Of course, choosing the right voice talent to convey a message is no easy feat. A person’s voice must resonate with the target audience, and that comes with a variety of factors – whether it be accent, tone, age, emotional connection or personality.

Here are a few must-know facts about the quickly modernizing voiceover industry, which is currently experiencing:


An Increased Demand for Foreign Languages Big and Small

Though English may still be the most popular language for voiceovers, the demand for different languages, accents, and dialects is rapidly on the rise. The more globalized the industry becomes, the more important it is to reach a market in a local and genuine way.

According to an annual trend report, the number of job postings for non-English speaking voice talent from 2016 to 2017 has increased by 60%. The report also states that the top three fastest growing languages are French, Italian, and Japanese. There has also been a surge for accents over the past year, including English (Australian), Spanish (Latin America), French (Canadian) and English (British).

A Rush of Projects That Target Adults Ages 20 to 55

Another relevant factor stated is age, as millennials and Gen X make up over 90% of the targeted demographic for voice over projects. Advertisers should choose a voice talent that’s almost identical in age to that of their target market.

A Rise in Opportunity for Women’s Voices

The report affirms that though the majority of companies typically seek out male voice talent, the number of postings for female talent is growing at a rate so fast that by 2025, female voices will exceed those of males.

An Emphasis on Emotional Talent

The 2018 forecast predicts that the most important factor that guides voice over casting is someone who forms an emotional connection. Other components include adding personality, matching brand voice and reflecting the sound of the target market. These will drive casting decisions even more than talent and agency fees. In the end, performance trumps budget.

The new wave of authentic voice talent is here to stay. When casting voice talent for a new project, look for someone who not only sounds great but also represents your brand and resonates with your target market.


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