Celebrating 25 Years of Video
This year, we are celebrating 25 years of helping businesses tell their stories. Reaching 25 years…
Great visuals can get someone to click play, but great sound keeps them watching. When the audio isn’t clear, it doesn’t matter how polished your video looks. People lose focus, tune out, or stop watching entirely.
In business, that’s a problem. Whether you're creating a product demo, a customer testimonial, or a company update, you need people to hear and understand what you're saying. Poor audio can undo all the hard work that goes into planning and filming a video.
In business, that’s a problem. Whether you're creating a product demo, a customer testimonial, or a company update, you need people to hear and understand what you're saying. Poor audio can undo all the hard work that goes into planning and filming a video.
Why Audio Matters More Than You Think
When people think of video quality, they often picture lighting, camera work or editing. But audio is just as important, sometimes even more so. In many cases, it's what delivers your actual message.
We’ve all seen videos with impressive visuals, but muffled or echoey sound. It’s distracting. Viewers might stick around for a few seconds, but they’re unlikely to engage fully. They may not catch key points, and they almost certainly won’t take action afterwards.
Good audio, on the other hand, supports your message. It makes your video feel polished and professional. It builds trust.
We’ve all seen videos with impressive visuals, but muffled or echoey sound. It’s distracting. Viewers might stick around for a few seconds, but they’re unlikely to engage fully. They may not catch key points, and they almost certainly won’t take action afterwards.
Good audio, on the other hand, supports your message. It makes your video feel polished and professional. It builds trust.
Audio Quality and Brand Perception
Audio affects how your brand is perceived. Clear, well-produced sound suggests attention to detail and professionalism. If viewers struggle to hear what’s being said or if the audio is inconsistent, it can reflect poorly on your business, regardless of the quality of your product or service.
In a B2B setting, where trust and clarity matter, this is especially important. Your audience is busy. They don’t want to strain to follow along. Make it easy for them to hear and understand what you’re saying.
In a B2B setting, where trust and clarity matter, this is especially important. Your audience is busy. They don’t want to strain to follow along. Make it easy for them to hear and understand what you’re saying.
It’s not always a perfect setup and that’s okay
We know that you don’t always have full control over the environment. Filming at a live event, in a warehouse or on a factory floor comes with background noise, interruptions and unpredictable sound.
If possible, try to set aside a quiet room for interviews or voiceovers, even if just for a few minutes before or after the main event. Having a more controlled space, even briefly, can lead to much clearer results.
When that’s not an option, there’s still a lot you can do in post-production. Audio can often be cleaned up using professional tools, reducing background noise and improving clarity. That said, starting with the best sound possible will always give you better results and save time in the editing process.
If possible, try to set aside a quiet room for interviews or voiceovers, even if just for a few minutes before or after the main event. Having a more controlled space, even briefly, can lead to much clearer results.
When that’s not an option, there’s still a lot you can do in post-production. Audio can often be cleaned up using professional tools, reducing background noise and improving clarity. That said, starting with the best sound possible will always give you better results and save time in the editing process.
How to improve audio in your videos
Here are some simple ways to get better sound in your business videos:
- Use dedicated microphones rather than relying on your camera's built-in mic. Lavalier or lapel mics work well for interviews, while shotgun mics are great for controlled shoots.
- Choose the quietest space available. Even a small meeting room with carpet and soft furnishings can cut down on echo.
- Test the audio before recording. A quick sound check can help you catch issues early.
- Work with a production team that understands how to balance sound levels and enhance audio in post.
Audio isn’t the most obvious part of a video, but it’s one of the most important. When done well, it goes unnoticed, and that’s the point. It should support your message without getting in the way.
If your videos sound clear, polished and consistent, you’re more likely to keep your audience engaged. They’ll hear what you have to say, trust your brand and stay focused long enough to take action.
At CMA Video, we focus on every detail so your message comes through loud and clear. Need help getting your audio right? Get in touch to find out how we can support your next video project with high-quality sound that enhances your story.
If your videos sound clear, polished and consistent, you’re more likely to keep your audience engaged. They’ll hear what you have to say, trust your brand and stay focused long enough to take action.
At CMA Video, we focus on every detail so your message comes through loud and clear. Need help getting your audio right? Get in touch to find out how we can support your next video project with high-quality sound that enhances your story.
