The Crucial Role of Text-to-Speech Narration in Promoting Video Consumption

    The Crucial Role of Text-to-Speech Narration in Promoting Video Consumption

    As marketers continue to look for ways they can create connections with consumers, video is not likely to go away. To ensure they are offering the greatest experiences possible for crucial customers and prospects, marketing leaders can leverage text-to-speech (TTS) to create rich, relevant content that can be produced rapidly and reach a wider audience.

    Today’s marketing leaders understand how difficult it is to attract and engage customers in a world where they connect with companies on various channels on a daily basis. Because consumers’ attention spans are shortening as a result of information overload, marketers must be deliberate in how they deliver information in order to engage with them.

    As per Wyzowl’s 2020 ‘The State of Video Marketing’ report, 86 percent of firms utilize video as a marketing tool, and 93 percent of marketers consider video to be “important” to their overall strategy. Video has become increasingly vital to convey information, exchange content, and develop deeper interactions with consumers as a result of the emergence of social media platforms like TikTok, Instagram Reels, YouTube and so on.

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    The need for TTS voice technology

    Voice technology has gained popularity in the last year—according to 2021 Statista report, currently more than three billion individuals use voice-activated search and assistants globally, it is forecasted that there will be 8.4 billion digital voice assistants by 2024. Many users have noticed, however, that the voices offered on smart speakers all sound the same, even if the content provided varies. This makes it harder to deliver personalized content especially for businesses that utilize voice assistants to connect with customers.

    This issue is resolved by text-to-speech voice technology, which allows marketers to create a branded voice that reflects a company’s tone, style, and perception across many touchpoints and channels, including video. Marketers can collaborate with digital voice partners who generate synthetic speech that is nearly indistinguishable from human speech using technology such as natural-language understanding and conversational AI.

    The technology is scalable once the voice is developed, so marketers can swiftly deploy it across their preferred devices and platforms to provide a consistent experience for all customers. Marketers can use their TTS voice to narrate critical information in video to make content more digestible and differentiate their brand from the competition.

    Benefits of digital voice narration

    Because the majority of consumers prefer watching a video rather than read a text-based article, post or website, marketers must guarantee that they have the resources to produce several videos weekly, if not daily, to meet customer demands. Instead of depending on a voice actor, marketers can just type out a script and generate the audio from their computer with TTS voice. This can be cost-effective and time-consuming, especially if the firm wants to send out content daily or weekly. Text-to-speech voice allows marketers to create interesting content on the fly in order to stay top-of-mind with customers and prospects.

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    Furthermore, TTS narration allows marketers to develop content that appeals to a wider audience in the following ways:

    • Enhanced usability and accessibility: Marketers can use TTS speech to provide audio summaries of the video content. The Web Content Accessibility Guidelines (WCAG) can assist marketers in writing descriptions that are inclusive to all viewers.
    • Main points are emphasized: Viewers are more inclined to pay attention to speech that is utilized sparingly. Text-to-speech narration can be used to introduce new topics, reinforce key points, and emphasize the importance of the content being discussed in the video. Marketers can utilize their TTS voice to introduce themselves at critical times in the video, or develop an interactive video where consumers can activate narration by clicking on-screen buttons.
    • Content is localized, featuring voiceovers in a variety of languages: Marketers can develop audio files for numerous language translations in important areas with the proper digital voice partner. Marketers can translate videos more easily and quickly this way, which is vital for firms that want to share corporate updates or new product information with a global audience.

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