As a voiceover entrepreneur, staying informed about current market trends is a crucial part of your business strategy. Understanding how companies advertise and where they invest in voiceover services helps position you for success—making it easier for potential clients to find and hire you. While it requires diligence, smart strategies can help you stand out in a rapidly evolving industry.
Google Is a Voice Actor's Best Friend
Technology plays a massive role in voiceover marketing. Just as clients search for talent online, you should be researching your industry to stay ahead. Use Google Trends to analyze keywords potential buyers might use when searching for voice actors. Go beyond basic terms like “female voiceover talent” and consider what buyers may actually be typing in—such as “engaging voice for OTT advertising” or “conversational narration for eLearning.”
Including keywords on your website that align with industry trends increases the chances of your business appearing in search results. Make it a habit to Google advertising trends specific to your niche—searching for terms like “2024 automotive advertising trends” or “latest eLearning voiceover trends.” A little research can go a long way in helping you tailor your approach.
Video Is King
Traditional broadcast TV advertising has declined, but advertising itself is thriving—just in new forms. With the rise of streaming platforms, advertisers are shifting to OTT (over-the-top) content and digital campaigns. This means more work opportunities for voice actors, but also a new way to showcase your skills.
Consider creating a YouTube channel or using Instagram and Facebook Stories to highlight past projects. If video is how advertisers are reaching their audiences, your marketing should follow suit. A simple video introducing yourself and your work can help potential clients see—and hear—what you bring to the table.
The Rise of User-Generated Content
Authenticity is everything in modern advertising. Brands are moving toward user-generated content (UGC)—videos that look like they were filmed on a smartphone rather than produced in a studio. This mirrors the shift in voiceover trends, where casting specs frequently request “real person, authentic, and conversational” reads.
The takeaway? If you haven’t already, invest in coaching to perfect your natural, conversational delivery. Advertisers want voices that sound relatable, not scripted. Having this skill in your toolbox will make you more competitive in every voiceover genre.
Shorter Attention Spans = Shorter Ads
Consumer attention spans are shorter than ever. Social media platforms, YouTube, and streaming services have trained viewers to expect fast content—and advertisers have adapted. Bumper ads (six-second commercials) and short-form digital ads have become popular, forcing brands to deliver their message quickly.
For voice actors, this means making every second of your demo count. Assume that potential clients will only listen to the first 15-20 seconds, so put your strongest, most authentic read up front. Using a demo player that visually separates each spot allows buyers to quickly find what they need—making it more likely they’ll hire you. (check out my demos page HERE)
Embrace change, stay flexible, and adapt your approach to match industry shifts. Voice actors who evolve alongside advertising trends will always be ahead of the game.
Check out this great VO BOSS episode for more SEO tips & tricks:
Stay Flexible and Keep Learning
The advertising landscape is constantly evolving, and staying informed is key to keeping your business relevant. Subscribe to publications like AdWeek and Ad Age, follow industry leaders like Gary Vee and Seth Godin, and listen to marketing and advertising podcasts (like VO BOSS). The more you know about where the industry is headed, the better you can position yourself for success.
Thanks for reading! - Anne
Work with Anne
Anne Ganguzza is California-based Voice Actor, Voiceover Coach, and award-winning Director & Producer specializing in target-marketed Voiceover Demo Production.
