Bad audio can ruin everything: Why sound matters more than you think

Scott Gilbert leads the public relations and multimedia teams at Penn State Health.

In the age of constant video calls and high-end video productions, it’s easy to fixate on getting the perfect shot – investing in ring lights, HD webcams and meticulously styled backdrops. And sure, sharp visuals can grab attention. But there’s one element that’s often overlooked – and it’s the one that can make or break how your message is received: audio.

No matter how great your video looks, poor sound quality will steal the spotlight – for all the wrong reasons. Echoes, background noise and muffled voices don’t just distract viewers – they make it harder for them to stay engaged or even understand what you’re saying.

And it’s not just anecdotal. A study published in Proceedings of the National Academy of Sciences confirms what many of us have experienced: audio quality shapes how people perceive us. The researchers didn’t focus on what was said or who was speaking, but on how technical distortions – like tinny or hollow sound – affected listener impressions. The results? Flawed audio made speakers seem less credible, less intelligent and even less employable.

That’s a big deal, especially in scenarios where small biases can influence big decisions.

For communicators and content creators alike, this research is a clear reminder: sound matters. Whether you’re producing a quick social media clip or hopping on a high-stakes virtual meeting, how you sound plays a big role in how you’re perceived – by clients, colleagues, leaders and journalists.

So, how do you make sure your audio is working for you, not against you? Here are a few simple ways to reduce distortion and boost sound quality in a range of settings.

Produced videos

When you’re recording video content, having a backup plan for your audio is always a smart move. If possible, use multiple microphones – such as both lavalier and shotgun microphones – so you have options in post-production. Placement is key: position your mics close enough to capture clear, direct sound without harsh plosives, but far enough to avoid picking up too much room echo.

When shooting outdoors, beware of the wind. Even with windscreens, anything stronger than a breeze can wreak havoc on your audio. Lavalier mics, which are clipped to clothing, often offer better protection from wind noise than other options, so they’re a good choice when you’re filming outside.

For B-roll footage, the built-in mic on your camera might be just fine, especially if you don’t need to use the natural sound. But if you do want clean, usable audio, an external shotgun mic is a much better bet.

And if you’re working without a dedicated sound person, don’t skip the headphones. Plug them into your camera or recorder so you can catch sound issues in real time.

Virtual communication

For virtual meetings or interviews, always test your audio setup ahead of time. Ask a friend or colleague to hop on a quick call to listen or even record a short sample and send it to you so you can hear exactly what others will experience on their end.

If you’re still using your computer’s built-in mic, it might be time for an upgrade. Even an inexpensive USB microphone – some under $25 – can dramatically improve your sound. Many mini desktop mics also have simple on/off buttons, which are much easier to manage than the tiny audio toggles buried in Zoom or Teams.

Testing in advance also helps confirm that your computer is actually using the right mic. You’d be surprised how often people assume they’re speaking through a fancy external microphone, only to discover later that their laptop’s default mic was doing all the work (and not very well).

And finally, pay attention to your distance from the mic. Get too close and every “P” becomes a pop; sit too far back and you’ll sound faint or echoey. Aim for a comfortable middle ground to keep your voice clear and natural.

Creating high-quality audio might seem intimidating at first, but it doesn’t have to be. With a few smart equipment choices – and a little time spent testing your setup – you can dramatically improve how you sound in your next meeting, interview or video shoot. Whether you’re recording a polished production or just hopping on a Zoom call, clear, professional audio helps your message come through loud and clear – and ensures you leave a lasting impression for all the right reasons.