Voiceover (Voiceover (VO))
A voiceover is narration recorded separately and layered over video footage, commonly used in ads to deliver the script while b-roll plays.
Voiceover lets you separate what the viewer hears from what they see. The narrator delivers the sales script while the visuals show product demos, lifestyle footage or text overlays — each channel reinforcing the other.
VO is standard in VSLs, explainer ads and many UGC-style formats. It's faster to produce than on-camera dialogue because you can re-record the audio without re-shooting video. AI voiceover tools have made high-quality VO accessible to solo advertisers.
Best practices: match the voice to your target audience's expectations (age, gender, tone), keep the pacing conversational (130–150 words per minute), and always add captions since 80%+ of social video is watched with sound off initially.
Related terms
Captions
Captions are on-screen text overlays that display spoken dialogue or narration, essential for sound-off viewing on social platforms.
B-Roll
B-roll is supplementary footage intercut with the main shot to add visual variety, context or product demonstration to a video ad.
UGC
UGC is content created by real customers or creators rather than the brand itself, often used in ads because it feels authentic and native to social feeds.
VSL
A VSL is a long-form video designed to educate, build desire and close a sale — the video equivalent of a sales page.