According to recent trends, silence is golden and sound isn’t necessary to convey a powerful message. Recent reports have found that 85 percent of Facebook video views are played with the sound off. Take a look at the following 4 reasons why silent video can speak louder than words.
Most Videos Become the Silent Video
Most people tend to browse through their social media in a public place where blaring loud videos is usually an unpopular act. In fact, Facebook says that when video ads pop up and play loudly without people expecting the noise, 80 percent “react negatively” toward the advertiser. Using a silent video on social media sites will allow audiences to view ads without causing a distraction in public. Most people have their phones on silent throughout the day anyway, so this means they won’t have to mess with their usual settings to get the message a company is trying to portray.
One Less Piece of Media to Coordinate
A lot of work and editing goes into producing sound for videos, so getting rid of that will be one less thing to worry about. Because viewers usually rely sound on to receive information, silent video demands superior visual communication. The solution to this is to use on-screen text or kinetic type, and creative planning in the visual approach. According to Facebook’s internal testing, adding captions to video increased view times by an average of 12 percent.
Below are some tips on ways to create meaning through silent video:
1. Telling a story through visuals such as animations and graphics
2. Clearly showing captions, logos, and products (Tip: show logos and products within the first three seconds of the video. Nobody wants to waste time guessing at exactly what it is that they are watching.)
3. Entertaining imagery
4. Sharing simple information in an easy-to-read format
5. Regardless of whether your videos have sound or not, the best way to capture your audience’s attention, and make the most of every second, is with quality content.
Get Ahead of the Game
Facebook explains that “in one study of Facebook video ads, 41 percent of videos were basically meaningless without sound.” So creating social media video content with silence in mind, will show viewers a brand or company is ahead of the competition that has failed to get on board. It also shows consumers that the brand is paying attention to statistics and audience behavior, which is highly trusted and appreciated.
More Views and Shares
The purpose of posting videos on social media, whether they be informational “how to” videos or advertising, is so that people will see them and share them, so more people will see them. Because typical videos with sound are getting passed up and scrolled through, your silent videos will get more views as the audience receives all the information through captions and visual components.
Has your company already incorporated silent video in its social media marketing efforts? Post a link in the comments below and let us know what you loved about it!