German isn’t just German (accents and dialects)
Just as we sound different in Flanders and the Netherlands, the same is true in German-speaking regions. The basis for virtually every professional production is ‘Hochdeutsch’, the generally accepted standard language without a recognisable regional accent. This is the safe choice that allows you to bridge auditory barriers with ease.
Nevertheless, it’s wise to think carefully about your exact target audience beforehand. Are you targeting Austria or Switzerland specifically? If so, a voice that masters the local accent is worth its weight in gold. After all, Swiss German or Austrian German sounds very different from the German spoken in Berlin or Frankfurt. So make sure you discuss this thoroughly with your recording partner beforehand to avoid unnecessary retakes.
It’s all in the tone
Germans value solidity, reliability and professionalism. This is often reflected in their communication style. Whereas in Flanders we sometimes opt for a very relaxed, jovial tone, a German audience often prefers a tone that’s just that touch more formal and businesslike. This certainly doesn’t mean your video has to be boring, but rather that the voice should exude authority and calm.
Think in advance about the feeling you want to evoke:
- Do you want to build trust in a technical product? Then opt for a warm, deep voice that articulates calmly and clearly.
- Is it a snappy radio advert? Then you can pick up the pace, but the pronunciation must remain razor-sharp.
- Are you looking for a guide for a museum tour or e-learning course? Choose a voice that sounds natural and inviting, as if a good friend were providing the explanation.
Bear in mind the length of the German translation
A technical, yet extremely important detail when choosing and booking a voice is the length of the text. German is a compact language, but often also ‘longer’ than Dutch. German words are, on average, longer and sentences are structured differently grammatically. A text that takes exactly thirty seconds in Dutch can easily run to thirty-five seconds or more in German.
If you’re having a video voiced over to an existing visual rhythm, the voice-over artist must be extremely flexible. An experienced voice-over artist knows how to shorten the text naturally or speak it just a little faster without compromising clarity. So make sure your translation has been thoroughly checked for timing beforehand, so that the voice actor doesn’t run out of breath.
Recording quality and remote direction
Nowadays, many foreign voice-over artists work from their own professional home studios. This is convenient and quick, but it does require the recording quality to be impeccable. When choosing a voice, pay attention not only to the tone of voice, but also to the technical setup. A good voice actor delivers crystal-clear audio without distracting background noise or cheap reverb.
It’s also very handy if you can follow the recording session live. Via a simple online connection, you can guide the German voice-over artist whilst they’re recording. This way, you can immediately hear whether the stress is on the correct Belgian brand names and avoid additional rounds of adjustments afterwards.