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It’s Science: Audio Quality Dramatically Impacts Video Engagement. How To Improve Yours!

This may seem counterintuitive, but a great video with poor audio quality will drive down engagement more than a poor video with great audio quality. Audio quality plays a crucial role in the effectiveness of video content. Despite the visual nature of videos, audio is an integral component that significantly impacts viewer engagement and satisfaction.

This can’t be understated. Poor audio quality will lead to viewer dissatisfaction, reduced engagement, and negative perceptions of the brand or content creator. As an audiophile, I’ve always found it amazing that companies will spend thousands of dollars on video equipment, editing, and production… then release a video with poor audio quality.

Investing in good audio equipment or post-processing your audio for noise reduction and proper volumes can dramatically improve your video engagement.

Research on the Impact of Audio on Engagement

It’s proven that poor audio quality severely disrupts the viewing experience. Abrupt changes in volume, inaudible dialogue, and low-quality soundtracks can make a video less immersive, prompting viewers to disengage or abandon the video altogether.

According to self-reported metrics, videos are generally considered more engaging than audiobooks by about 15%. However, physiological responses were stronger for audio, indicating that while video content is more engaging, audio elicits stronger emotional and cognitive responses.

Scientific Reports

Poor audio not only reduces engagement, it significantly reduces the effectiveness of the video to be interpreted and remembered.

Background noise increases cognitive load, causing increased listening effort and potential cognitive overload, leading to brain fatigue. In fact, poor audio causes our brains to work 35% harder to interpret Information. Greater audio quality leads to better memory recall and higher levels of word recognition, with subjects’ memory recall improving by 10%.

EPOS

This underscores the importance of high-quality audio in enhancing viewer engagement.

Tips for Improving Audio Quality

Improving audio quality can significantly enhance viewer engagement. Here are some actionable tips:

  1. Invest in Quality Equipment: A high-quality microphone can drastically improve sound clarity without requiring a major investment. Ensure the microphone is suitable for your recording conditions and intended use.
  2. Optimize Recording Environment: Record in a quiet, echo-free space. Use soundproofing materials if necessary to reduce background noise and echo.
  3. Monitor Audio Levels: Consistently monitor audio levels during recording to ensure clarity and prevent distortion or abrupt volume changes.
  4. Edit and Enhance Post-Production: Utilize audio editing software to remove background noise, balance sound levels, and enhance clarity. Consider employing noise reduction and equalization techniques.
  5. Test on Multiple Platforms: Listen to your final product on different devices and platforms to ensure consistent audio quality across various mediums.

Microphone Technologies

If you don’t know much about audio recording, here’s a great video:

Different microphone technologies are designed to capture audio in various environments and applications, each with unique characteristics:

  1. Dynamic Microphones: These are known for their durability and capability to handle high volume levels without distortion. They’re constructed simply, which reduces handling noise and makes them ideal for live sound applications. Dynamic microphones are especially favored for their ruggedness and are commonly used for loud sources such as guitar amplifiers and live vocals due to their directional (often cardioid) polar patterns which help isolate the sound source from background noise.
  2. Condenser Microphones: These are sensitive and capable of capturing a wide range of frequencies and subtle sound nuances, making them popular in studio settings for vocals and acoustic instruments. They require phantom power to operate and come in large and small diaphragm variants, each suited for different recording situations. Large diaphragm condensers are generally favored for vocals due to their warmth and richness, while small diaphragm condensers are preferred for accurate reproduction of acoustic instruments.
  3. Ribbon Microphones: Ribbon mics, known for their warm and natural sound, use a thin metal ribbon to capture sound. They are typically more delicate and less common than dynamic and condenser microphones but are prized in studio settings for their ability to capture sound with a high level of detail and realism. They are excellent for capturing the nuances in vocals and instruments and have a bidirectional polar pattern, picking up sounds from the front and back while rejecting sounds from the sides.

Each microphone type has different polar patterns, affecting how they capture sound:

  • Omnidirectional: Captures sound equally from all directions.
  • Cardioid: Captures sound primarily from the front and sides, rejecting sound from the back, making it suitable for isolating a sound source from ambient noise.
  • Bidirectional or Figure-8: Captures sound from the front and back, rejecting sound from the sides, used in specific scenarios like recording two people facing each other.
  • Shotgun: Has an extremely directional pattern that captures sound from a narrow area, ideal for on-set film and television audio capture.

Different settings and applications call for different microphone types and polar patterns, depending on factors like the ambient noise level, the sound source’s volume and frequency range, and the desired sound quality. Understanding these differences and how each microphone type works can help you choose the right microphone for your project.

Use the Right Microphones In The Right Settings

When recording videos in different settings, the choice of microphone can significantly impact the audio quality. Each environment and situation demands specific types of microphones to ensure optimal sound capture:

  1. Indoors: Indoor environments, like studios or rooms, usually have controlled sound settings but can suffer from echo or reverb. Large-diaphragm condenser mics are often used for their sensitivity and ability to capture nuanced sounds, making them ideal for voiceovers or studio recordings. However, for dynamic scenarios like interviews, lavalier or lapel mics, which are small and can be attached to clothing, provide a clear sound while remaining unobtrusive.
  2. Outdoors: Outdoor recordings face challenges like wind, traffic, or other ambient noises. Shotgun microphones, with their narrow pickup pattern, are designed to capture sound from a specific direction while minimizing background noise. They are ideal for film and TV sets and can be mounted on a boom pole to get closer to the source.
  3. On the Move: Camera-top microphones balance portability and sound quality for mobile recordings, such as vlogging or on-the-go interviews. These mics are designed to mount directly onto a camera or smartphone, improving built-in microphones without the bulk of larger setups. They are particularly useful for capturing clear audio in dynamic shooting conditions.
  4. Wireless for Speakers: In scenarios where the speaker is moving, like in presentations or stage performances, wireless lavalier microphones or handheld mics offer flexibility and freedom of movement. UHF wireless systems ensure clear sound transmission from the speaker to the recording device without the constraints of cables. These systems can adapt to various indoor or outdoor environments, providing consistent audio quality.

Each type of microphone serves a distinct purpose based on the recording conditions and the source of the sound. You can significantly enhance the quality of your audio recordings by choosing the appropriate microphone for each setting, making your video content more engaging and professional.

Microphone Recommendations by Setting

Over the last decades, I’ve built podcast studios, assembled a portable studio, recorded events, and rebuilt my home office a few times. I’ve invested quite a bit of money in audio and have learned some expensive lessons along the way! Here are my recommendations for microphones.

Portable Use (Mobile Phone)

  • Shure MV88: A compact, high-quality microphone designed for iOS devices, offering clear audio recording capabilities for interviews, podcasts, and more.
  • Rode VideoMicro II: A compact microphone ideal for mobile phones, enhancing audio quality for videos without requiring a battery.
  • AirPods Pro: If you’re an iPhone user and doing selfie videos, AirPods Pro come equipped with multiple microphones that ensure clear audio. These microphones are designed to reduce background noise and focus on the speaker’s voice, which can be advantageous for video recordings.

Desktop Use

  • Blue Yeti X: A versatile and widely popular desktop USB microphone, offering multiple pattern settings for recording versatility. They can be mounted or just sit on your desktop.
  • Audio-Technica AT2020USB+: Known for its sound clarity and durability, this mounted XLR microphone is suitable for streaming, podcasting, and voice-over work.

DSLR Camera Use

  • Rode VideoMic Pro II: A shotgun microphone designed for cameras, offering broadcast-quality audio with a compact design.
  • Sennheiser MKE 400: A compact shotgun microphone, ideal for on-the-go filmmakers using DSLR cameras.

Podcast Table Use

  • Shure SM7B: A professional-level dynamic microphone, renowned for its smooth, flat, wide-range frequency response appropriate for music and speech. I’d also highly recommend adding a Cloud lifter pre-amplifier for each microphone.
  • Heil PR-40: Offers a broad frequency response and excellent sound rejection, ideal for podcast studios.

Event and Stage Use

  • Sennheiser EW-DP ME 2: A fully digital, camera-mount wireless lavalier microphone system designed for videographers, offering pristine broadcast-quality audio with features like magnetic stacking for receivers, rechargeable transmitter, low latency, and remote control.
  • Saramonic Upgraded Blink500 Pro B2: A more affordable, lightweight, ultracompact and easy-to-use wireless lavalier microphone.

Understanding Audio Levels

Your recording and audio output levels matter as well. The term dB stands for decibel, a logarithmic unit used to describe the ratio between two values of a physical quantity, often power or intensity. In audio, it is used to measure sound pressure levels relative to a reference level, hence indicating volume.

The 0 dB setting on audio equipment does not imply silence or the absence of sound. Instead, it represents a reference level, usually the maximum output level the system can provide without distortion. Negative decibel values, such as -20 dB, indicate a reduction from this reference level, not an absence of sound. This reduction is measured on a logarithmic scale, meaning that a change of -10 dB halves the perceived loudness.

The optimal dB settings for video will depend on your viewing environment, the nature of the content, and personal preference. However, some general guidelines can help you achieve a balanced and clear audio experience:

  1. Dialogue Level: For clear dialogue, average levels should be around -20 dB to -10 dB relative to your system’s reference level. This ensures that speech is clear and distinct against background sounds.
  2. Background Music and Effects: These should generally be mixed lower than dialogue, often around -30 dB to -20 dB. This allows the music and sound effects to complement rather than overpower the spoken words.
  3. Action Scenes: During intense action sequences, you might increase the overall level to -10 dB to -5 dB. This brings out the dynamics and impact of the scene without causing distortion.
  4. Ambient Noise: For scenes with ambient noise, such as nature or city environments, setting this between -30 dB and -25 dB can add to the realism without distracting from the main audio elements.
  5. Peak Levels: While average levels should be kept within the above ranges, occasional peaks (such as explosions in an action movie) can go higher, but generally should not exceed -3 dB to -1 dB to avoid distortion.
  6. Subwoofer (LFE) Channel: For systems with a subwoofer, the Low-Frequency Effects (LFE) channel might be set differently depending on your subwoofer’s capabilities and room size, but starting at around -20 dB to -15 dB relative to the main channels is common, adjusting based on personal preference and comfort.

These settings are starting points. The best setting is one that provides a clear, balanced sound that suits your content and environment. Adjust from these baselines to match your personal preferences and the specifics of your viewing area. Here are some additional tips:

  • Calibration: Use a sound level meter to calibrate your system for consistent sound levels across all speakers. Some receivers come with built-in calibration tools.
  • Room Characteristics: Take into account the size and acoustics of your room; smaller rooms or those with a lot of soft furnishings might require different settings compared to larger or more reflective spaces.
  • Personal Preference: Ultimately, your comfort and preference are most important. Adjust the settings while watching different types of content and find what works best for you.
  • Hearing Safety: Always consider hearing health; prolonged exposure to high volume levels can cause hearing damage.

Setting the proper audio level for recorded videos on platforms like YouTube and Vimeo is crucial for ensuring the best viewer experience. The general consensus among professionals is that you should avoid exceeding a peak audio level of 0dB to prevent distortion. However, for web platforms, many producers target the maximum peak close to 0 dB due to audience expectations for higher volume levels online, but there is a risk of distortion if not handled correctly.

A more cautious approach is to normalize audio at slightly lower levels to avoid any chance of distortion or clipping, with recommendations varying from -0.1 dBFS to -3 dBFS. Despite these differences, ensuring your audio does not peak above these levels is a good practice to maintain sound quality.

When setting up your video’s audio levels, you should aim for the peak levels to fall between -12dB and -6dB. This range helps to prevent clipping while also ensuring the audio is loud enough to be clear and engaging. Background noise and environmental factors should not alter these ideal recording levels; instead, adapt your recording technique and equipment to suit the environment. For example, using different microphones or altering their positioning can help minimize unwanted background noise.

YouTube Audio Levels

These levels help ensure that your audio is balanced, clear, and free from distortion, contributing to a better overall user experience.

  • Dialogue should range between -6dB to -15dB, with many opting to keep it at a maximum of -12dB.
  • The overall mix level (combining all audio elements) should be between -12dB to -20dB.
  • Music should be set between -18dB to -20dB.
  • Sound effects should range from -14dB to -20dB.

Remember, the quality of your audio doesn’t just depend on the levels. It also depends on the quality of your equipment, how well you balance different sound elements, and how effectively you reduce background noise. Experimenting with these settings and getting feedback from a test audience can help you find the perfect balance for your content.

Recording Output

Audio recordings are generally recommended to be 24-bit and 48kHz, the quality and detail of the sound you’re capturing:

  • 24-bit refers to the bit depth, which determines the resolution of the sound. Higher bit depth increases the dynamic range of your recordings, allowing for a more detailed and nuanced representation of the sound levels. While 16-bit audio, which is CD quality, can store up to 65,536 levels of information, 24-bit audio can store up to 16,777,216 levels. This greater range of values allows for more precise and accurate recording, especially in the quieter parts of a sound, and helps avoid distortion or clipping.
  • 48kHz is about the sample rate, which is the number of times the audio signal is sampled per second. A sample rate 48kHz means that the audio is sampled 48,000 times per second. Higher sample rates can capture frequencies beyond human hearing and better represent the original sound. The Nyquist theorem states that the sample rate should be at least twice the highest frequency you want to record to avoid aliasing, which is why 48kHz is often used as it can accurately capture sounds up to 24kHz, covering the range of human hearing.

Recording at 24-bit 48kHz is about ensuring high fidelity and detail in your recordings, making them more accurate and lifelike. This setting is particularly useful for professional music or sound for video, where quality is paramount. Femember that higher quality settings like these will result in larger file sizes, so make sure you have enough storage and your system can handle the data rates.

Additional Audio Terminology

Here’s a list of additional terms you may want to understand:

  • Bass: The lower end of the sound spectrum, typically below 250 Hz.
  • Bit Depth: The number of bits of information in each audio sample, determining the resolution of the audio.
  • Clipping: Distortion that occurs when the volume level exceeds the maximum limit of a system, causing the tops of the waveforms to be cut off.
  • Compression: A process that reduces the dynamic range of an audio signal, making the quiet parts louder and the loud parts quieter.
  • DI (Direct Input/Injection): A device that connects high-impedance, unbalanced signals to low-impedance, balanced inputs without adding noise or altering the original sound.
  • Equalizer (EQ): A device or software that allows for the adjustment of specific frequency bands in an audio signal.
  • Normalizing: The process of increasing the amplitude of an audio recording to a target level without altering the relationship between the loud and quiet parts.
  • Phantom Power: A method of providing power to microphones and DI boxes through microphone cables, typically 48 volts, used primarily with condenser microphones.
  • Preamp (Preamplifier): An electronic device that amplifies weak electrical signals, such as those from a microphone, to a level suitable for further processing or amplification.
  • Sample Rate: The number of samples of audio carried per second, measured in Hz or kHz.

Remember that improving audio quality is not just about purchasing the right equipment; it involves a holistic approach including optimizing recording conditions, careful monitoring during recording, and detailed post-production. By enhancing audio quality, content creators can significantly improve viewer engagement and perception, thereby elevating the overall quality and effectiveness of their video content.

Douglas Karr

Douglas Karr is CMO of OpenINSIGHTS and the founder of the Martech Zone. Douglas has helped dozens of successful MarTech startups, has assisted in the due diligence of over $5 bil in Martech acquisitions and investments, and continues to assist companies in implementing and automating their sales and marketing strategies. Douglas is an internationally recognized digital transformation and MarTech expert and speaker. Douglas is also a published author of a Dummie's guide and a business leadership book.

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