Bruce McKenzie says, “Explainer videos trying to sell a product, service or idea typically rely on voiceover narration to deliver a big share of the message. The better the narration in your marketing video, the better the viewer experience. Here are some questions you should ask early in the video production process.

1. Deciding on a male or female narrator 

A recent study at ConversionXL found that female voices were considered a little more “trustworthy” by viewers of a promotional explainer video. The video itself was pretty matter-of-fact.

A 2006 UNC study of “speaker persuasiveness” found that male participants were more persuaded when the speaker was female than when the speaker was male. However, female participants were more persuaded when the speaker was male than when the speaker was female (Zanbaka, et. al.)

This makes sense and might be worth considering if your customers are mostly men or mostly women, though neither of these studies could be considered definitive. I’ve never encountered any that could be”.

5 Must-Ask Questions About Narration for Your Explainer Marketing Videos

Business.com

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