It’s time to crank up the volume – or is it? Over 85% of Facebook video viewers watch their favorite video content on mute. Why is this? Well, to be honest, it’s because people are watching where they shouldn’t be, like in the office, in line at a store or in class. The ethics of WHERE to watch is a different subject entirely. Instead, marketers need to focus on how to accommodate people’s desire to keep things quiet.
There are two main elements that the most popular and engagement-heavy videos possess.
Strong visuals – Okay, so people don’t want to use their smartphone or computer’s speakers. That doesn’t mean your content has to be any less compelling. You can give them quite the spectacle if you know how. If you’re telling a story, make it so dialogue or sounds aren’t needed to successfully relay the message. The best way to do this is a strong focus on action, bright colors, and an obvious focal point.
Captions – If people aren’t listening, you might have to make the message more obvious. Captions are an extremely popular way of executing social media videos. This is especially important for those who are trying to express more complex ideas such as a news story, recipes, or professional tips. This essentially takes away the need for an audio element.
All that being said, no video should be without sound completely. The follower should have the option of enjoying music, narration, or more. Just because many people aren’t watching with the sound pumping, doesn’t mean that everyone likes a silent experience. When picking sound, you should have something people will remember as much as the visual!
Did you know our team of marketers make eye-catching videos for our clients every day? And yes, we have mastered both audio AND visual elements of a video for Facebook, Twitter, and Instagram!
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