Lip syncing regards the editing technique in which you apply the element of sound to filmed footage. Because songs are designed to be memorable and 'catchy,' the actual song itself is recorded separately in a professional studio, in order to make the music the best it can be, in terms of quality. This means that the footage doesn't actually contain music and the actors or artists in it are just miming. As a result, it's important that the music and footage are synchronized perfectly to incorporate verisimilitude and make it seem as though they actually are singing the song.
Below is an example of both good and bad lip syncing to demonstrate how important this aspect is when applied to a music video:
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