Curious which voice over style will boost your brand? Discover seven essential types of voiceover delivery—conversational, authoritative, storytelling, and more, to maximize engagement, conversions, and ROI. Find professional voice actors for hire to match every project and audience.
7 Types of Voiceover Delivery Every Brand Needs (and when to use them)
Let’s be honest, the right types of voiceover for any brand can be the difference between messages that are instantly forgotten and those that inspire real action.
That’s not to say there’s one voiceover to rule them all.
Different tones, energies, and delivery styles are necessary depending on context, audience, and the platform.
For instance, the voiceover that grabs attention in a commercial won’t necessarily keep learners engaged in an e-learning module.
So how do you know the types of voiceover that will fit your brand’s specific project?
In this article, we’ll explore seven essential key types of voiceover every brand should have in its marketing toolkit—and when to use them to make the biggest impact.
1. Conversational and Relatable Voiceovers
One of the biggest shifts that we can likely thank social media for is our acceptance of influence from everyday people talking about everyday things.
This has carried over into the voiceover world, where audiences now often prefer authentic, casual voices over a traditional, polished announcer style.
In other words, voices that feel more conversational and relatable.
Let’s dive in to explore what and why that is.
What it sounds like: Natural, friendly, and down-to-earth.
With these types of voiceover, the voice actor’s tone is warm and approachable, just as though they’re just chatting to a good pal.
Best for: This voiceover is best used for social media ads or campaigns.
It can also work well with more low-key explainer videos, keeping viewers engaged without them feeling like they’re being lectured to.
Script tips: When writing scripts for this style, use casual language, everyday phrases, and even a bit of slang if the word is well-known and applicable.
Skilled voice actors will add natural pauses and inflexions to keep the delivery relaxed, personal, and real.
2. Authoritative Voiceovers
Keeping it casual is a good idea when you want clients to feel they’ve got a friend in you. But trust can also be built through more authoritative and confident voices.
This is particularly true for legal and medical companies.
After all, would you want to hear complex law or health information delivered through slang and uber-relaxed language?
Yeah. Neither would we.
The truth is, most of us feel safer when this kind of important information is imparted clearly and convincingly through a tone that implies you can rely on the brand.
What it sounds like: Confident and knowledgeable.
The authoritative style is not gruff or shouty, but rather speaks with an assurance and conviction that commands attention.
American voice talent Jessica T.
A skilled voice actor sounds certain of the topic at hand, delivering details through a calm and steady pace.
Best for: Corporate training videos, product explainer videos, B2B marketing videos targeting top decision-makers, and public service announcements (PSAs) all benefit from the use of this voiceover.
Script tips: Make sure the voice actor you chose is not too monotone in their delivery, but rather knows when to vary pitch and emphasis, like Jessica T. does in the video below.
Authoritative doesn’t mean “robotic,” and, as such, confident, natural-sounding articulation will convey a greater sense of professionalism.
3. Storytelling Voiceovers
All brands want to connect with their audiences, and one of the best ways of doing this is through narrative and storytelling types of voiceover.
Such a style goes beyond imparting information. More accurately, it’s about creating a strong connection.
Storytelling types of voiceover draw the listeners in, helping them not only understand the message but also deeply engage with it.
A superb example of this is the iconic Guinness’ surfer ad (below), which makes heroes out of those who wait.
What it sounds like: Engaging and expressive.
Many of the voices used on such voiceovers will be steady and strong, using pacing and tone to draw the audience, building suspense, excitement, or empathy along the way.
Best for: Advertisements, brand films, and even case studies.
Script Tips: It’s important that the voiceover sounds authentic and human. The listener should feel caught up in the story, not lectured to.
4. Warm and Friendly Voiceovers
Warm and friendly types of voiceover are different from the conversational style used on social media campaigns.
These types of voiceover veer towards sounding more comforting than chatty.
In using them, the goal should be to reassure your customers, making them feel like your brand genuinely cares about them.
What it sounds like: Gentle, kind, and personable.
The delivery will be positive and upbeat, but not over the top. Think instead of how a helpful neighbor might cheerily greet you each time you meet.
A good example is McDonald’s warm and affable voiceovers, which are crafted to make customers feel welcomed and valued.
Best for: Customer service videos, onboarding guides, advertising targeting families, and any brand audio/video touchpoints where you’re looking to build reassurance.
Script Tips: Park the jargon and use inclusive and positive language in your scripts instead.
The right voice actor will bring a natural warmth and sincerity to the words, keeping the tone light but supportive.
5. Inspirational Voiceovers
“Just do it.”
“Because you’re worth it”.
“Here’s to the crazy ones, the misfits, the rebels, the troublemakers…”
Ok. The first two are taglines. But they’re also examples of powerful, passionate scripts that use inspirational types of voiceover to truly make them resonate.
Think of any Nike ad you’ve ever heard. They’re not just about selling running shoes; they’re inspiring you to be your best self.
You can take the Nike road and use an inspirational type of voiceover to propel your own customers into prompt action.
This could mean encouraging them to take the next step in moving towards a dream, or even following a worthy cause.
What it sounds like: Bold, uplifting, and passionate.
The tone is persuasive and positive, with short sentences that help to build momentum towards a powerful and exciting climax.
Best for: Product and service launches, recruitment videos, and advertisements that aim to inspire people to change their mindset or take a particular action.
As noted above, sports brands like Nike, as well as tech companies like Apple and Charities including the WWF (see below) use this kind of voiceover to great effect.
Script tips: It’s always good to end with a motivating call to action.
An experienced voice actor like those at Voice Crafters will know exactly how to pace the delivery to create tension, build energy, and get the listener to pounce upon that final CTA.
6. Energetic and Upbeat Voiceovers
Got a big sale coming up?
A launch to promote?
Or a brand event that calls for immediate action?
For projects like these, an energetic and upbeat voiceover may be exactly what you need.
What it sounds like: Enthusiastic and attention-grabbing but without the over-the-top shtick.
Professional voice talent will know how to bring high energy to your message without sounding like a used car salesperson.
Best for: Retail promotions, sales events, or any kind of messaging where you’re spotlighting urgent action or a particular deadline.
Script tips: Consider using upbeat background music to drive impact, like the kind you find
Don’t employ too many bells and whistles to support the enthusiasm of the voiceover, though, as it might overwhelm the listener.
7. Instructional Voiceovers
Clear, concise, and structured, informative voiceovers are designed to deliver information in a way that is easy to understand and remember.
Mike C. – British voice actor
These types of voiceover are distinct from authoritative ones in that they’re more focused on providing instruction and therefore tend to balance authority with accessibility.
What it sounds like: Helpful, friendly, but professional.
The tone is typically warm but neutral.
With these types of voiceovers, the goal is to inform rather than sell or push listeners towards some kind of CTA.
Best for: E-learning modules, instructional videos, explainer videos, or e-learning courses, or instructional videos like the one wonderfully voiced by Mike C. for Transavia Airlines below.
Script Tips: When scripting for an informative voiceover, make sure to use moderate pacing by breaking the information into digestible segments.
With these seven types of voiceover in your marketing toolkit, you’ll expand your audience base by connecting with them more effectively at different touchpoints—and Voice Crafters can help you out with that.
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