Audio Mastering Guide for Social Media Videos

Here's something that took me way too long to learn: you can get away with mediocre video quality, but bad audio kills engagement instantly. Studies show poor audio quality reduces viewer retention by up to 70%.

Yet most creators obsess over visuals and treat audio as an afterthought.

Let's fix that.

Why Audio Matters More Than You Think

Even when people watch with the sound off -which, remember, is 85% of mobile viewers -audio still matters. Why? Because proper audio levels ensure your captions sync perfectly. Misaligned captions are jarring and feel broken.

And for the 15% watching with sound? Bad audio is the fastest way to lose them.

Platform-Specific Loudness Standards (LUFS)

Different platforms normalize audio differently. Here's what you need to know:

TikTok & Instagram

These platforms favor louder, punchier audio around -10 to -12 LUFS. Why? Users often watch in noisy environments (commuting, public spaces) without headphones.

• Target LUFS: -10 to -12
• True Peak: Keep below -1.0 dBTP
• Format: AAC, 128kbps minimum

YouTube

YouTube aims for a more balanced listening experience across different device types.

• Target LUFS: -14 (standard), can go to -13 for slightly louder feel
• True Peak: -1 to -2 dBTP
• Format: AAC, 192kbps recommended

Facebook & LinkedIn

Both sit in the middle ground, suitable for mixed viewing conditions.

• Target LUFS: -13
• True Peak: -1 to -2 dBTP
• Format: AAC, 128kbps

Why This Matters

If you upload louder than the platform target, they'll turn it down -and the compression can introduce artifacts. Upload too quiet, and viewers have to crank their volume manually. Either way, you lose engagement.

Pro tip: Create platform-specific exports rather than using one master for everything.

Essential Audio Processing Steps

Here's my workflow for clean social media audio:

1. Noise Reduction First

Always start with noise reduction before anything else. Background hum, air conditioning, room noise -get rid of it all. Most editing software has decent noise reduction built in, but tools like iZotope RX are worth the investment for serious work.

2. EQ for Clarity

The goal isn't to make audio "sound better" -it's to make dialogue cut through on phone speakers.

• Cut muddy frequencies: Roll off everything below 80Hz (you don't need that on phone speakers anyway)
• Reduce mud: Gently cut 200-400Hz to reduce boominess
• Add presence: Slight boost around 2-4kHz makes speech clearer
• Air: A tiny lift at 10-12kHz adds clarity without harshness

3. Compression for Consistency

Compression evens out volume differences so quiet parts aren't lost and loud parts don't clip.

• Ratio: 3:1 to 4:1 for dialogue
• Attack: Fast enough to catch transients but not so fast you crush everything
• Release: Medium-fast, follow the natural speech rhythm

The key: use a light touch. Over-compression makes audio sound flat and lifeless.

4. Limiting to Hit Targets

A limiter catches peaks and lets you push the overall level up without clipping.

• Set your ceiling at -1.0 dBTP
• Push the input gain until you're hitting your target LUFS
• Don't push so hard that you're constantly limiting -that creates distortion

Platform-Specific Tips

For TikTok/Instagram

Prioritize midrange clarity and vocal presence. These platforms are mostly phone speakers, which can't reproduce bass well anyway.

Consider mastering slightly louder than you'd normally feel comfortable with. In noisy mobile environments, punch wins.

For YouTube

Full-frequency clarity matters more here since many viewers use headphones or proper speakers. Don't sacrifice dynamic range for loudness.

For LinkedIn

Keep it professional and controlled. Avoid the "loud and punchy" approach -it feels out of place in a professional context.

AdWarrior's Automatic Audio Optimization

If all of this sounds like a lot of work, here's the good news: AI video platforms like AdWarrior handle most of this automatically.

When you generate a video, the platform:

• Applies appropriate noise reduction
• Balances voice levels
• Optimizes for your target platform
• Sets correct loudness levels

You can still fine-tune if needed, but the baseline is already solid.

Sound Design for UGC

Beyond just making dialogue audible, good UGC uses sound strategically:

Music selection matters. Trending audio on TikTok and Reels can significantly boost reach. But make sure it doesn't compete with your voice -duck the music under dialogue.

Sound effects add polish. Subtle whooshes on transitions, satisfying "click" sounds on button taps, gentle swoops on text reveals. Don't overdo it, but well-placed SFX make content feel professional.

Silence is powerful. Strategic pauses before key moments create anticipation. Don't be afraid to let the audio breathe.

Captions: Your Sound-Off Strategy

Since most viewers watch without sound, your captions are actually your primary audio. Make them count.

Design guidelines:

• Background: Slightly transparent dark box
• Text: Clean sans-serif, not all caps
• Size: Large enough to read comfortably on phones
• Timing: 160-180 words per minute (conversational pace)
• Length: 1-2 lines, ~32 characters each

Caption everything -dialogue, important sound effects, musical cues. Your video should make complete sense on mute.

For more on creating videos that work without sound, check out our script writing tips where we cover sound-off optimization in depth.

Quick Reference: Audio Settings by Platform

Platform	LUFS Target	True Peak	Bitrate
TikTok	-10 to -12	-1.0 dBTP	128kbps AAC
Instagram	-10 to -12	-1.0 dBTP	128kbps AAC
YouTube	-14	-1.0 dBTP	192kbps AAC
Facebook	-13	-1.0 dBTP	128kbps AAC
LinkedIn	-13	-1.0 dBTP	128kbps AAC

Testing Your Audio

Before you publish, test on the devices your audience actually uses:

• Phone speakers: Does dialogue cut through clearly?
• Cheap earbuds: How's the bass? Any harshness?
• Laptop speakers: Balanced across the spectrum?

If it sounds good on phone speakers, you're probably fine everywhere else. Phone speakers are the lowest common denominator.

The Bottom Line

Good audio isn't about fancy equipment or expensive plugins. It's about:

• Hitting the right loudness targets for each platform
• Keeping dialogue clear and present
• Making sure the video works completely on mute

Nail those three things and your audio is ahead of 90% of content out there.

Start creating professional UGC with optimized audio →