The crappy sound you get when you put your phone to someone's face to compare. When it comes to video, bad audio will turn people off faster than bad video. The clarity of a good lavalier microphone gives your videos an intimate, very personal aspect. I'm shooting a video for a newspaper and I used a Canon camcorder. But thanks to the combination of an iPhone 7 (with more storage) and a lavalier mic, I have a fast, compact way to record in the field on the fly. My last nine videos using this combination have amassed over 300,000 views on FB and Youtube, showing that you don't necessarily have to spend a fortune to make a video that gets attention (although the iPhone 7s did cost me a pretty penny) . But the quickest and cheapest way to up your smartphone's social media multimedia play is by using a lavalier microphone like this one. My only complaint is that the windshield is so small that it slipped and got lost. These microphones must be supplied with one or two additional microphones or mounted more securely.
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