Why Sound Quality Is the Unsung Hero of Global Content

In global communication, video and audio content is everywhere. But one critical element often gets overlooked in today’s AI-driven landscape: sound quality. The truth is, poor audio can ruin an otherwise polished message  – and

studies show audiences are quicker to click away from bad sound than bad video. 

The Evolution of Multilingual Content 

With multilingual organisations increasingly producing not just translated text, but animations, videos, and voiceover-driven content, the need for precision goes beyond language. Global content must be: 

• Accurately translated; 

• Culturally and tonally appropriate; 

• On message and on brand; 

• Technically consistent with organisational standards. 

_{And for content that includes audio, there’s one non-negotiable: sound quality.} 

The Cost of Bad Audio 

A common production mistake when recreating content for global audiences is underestimating the importance of professional audio.  

The idea behind this is  

“if the visuals are good, the job is done.” 

But that couldn’t be further from the truth. 

Studies show users are significantly more likely to tolerate poor visuals than poor sound: 

A Yale University study found that participants perceived speakers with low-quality audio as less intelligent and less trustworthy, even though the speech content was identical. 

A Texas Tech University study concluded that poor sound can make video content unusable or unpleasant, drastically reducing engagement. 

A podcast engagement study showed that high-quality audio improves retention and boosts credibility, while poor audio has the opposite effect. 

Why AI Alone Doesn’t Cut It 

There’s a growing belief that AI tools can handle voiceover or localisation audio on their own. While synthetic voices have made enormous strides, they still require professional handling to sound natural, clear, and brand-appropriate. 

Here’s why postproduction still matters: 

• AI-generated audio may contain digital artefacts, uneven pacing, or synthetic intonation. 

• Background noise, inconsistent levels, and room ambience can undermine otherwise clean tracks. 

• Brand-specific tone or emotion still often requires actor coaching or studio enhancement. 

In short: AI needs a studio partner to be truly production-ready. 

espell’s Engineering-Driven Approach 

At espell, we have extensive experience managing multilingual audio content  – from script adaptation and casting to postproduction and certification. Whether you prefer AI-generated voices or professional actors, we ensure: 

• Studio-grade sound quality; 

• Secure, efficient postproduction workflows that allow for even your very last-minute adjustement requests ; 

• Full brand alignment across languages; 

• Compatibility with multimedia and marketing requirements. 

Our production workflows are built to support clarity, consistency, and global engagement – no matter the content type. 

_{When it comes to global communication, sound is not secondary. It’s central to how your message is perceived, remembered, and trusted. Investing in production with expert engineering input isn’t just about polish  – it’s about protecting the effectiveness and reputation of your content.} 

Trust your audio to professionals who understand the language and the signal chain.  

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