- 85 percent of Facebook video is watched without sound, according to multiple publishers
- 'millenial new site Mic, which is also averaging 150 million monthly Facebook views, said 85 percent of its 30-second views are without sound
- 'PopSugar said its silent video range between 50 and 80 percent'
- 'news feeds are now inundated with short videos that feature text or captions narrating what's being shown on screen'
- 'While most of these videos feature narration or some form of background music, the intent is to make it easy for people to consume the information presented in the videos without needing to turn the sound on.'
The animation should work without sound so that the user does not feel it necessary to play with sound. However, there could also be sound to work with this feature when applied.
- “From day one, there pretty much has been the psychology that you have to catch their attention immediately,” said Gretchen Tibbits, chief operating officer for LittleThings.
- 'Facebook counds a view at three seconds' This means that the publishers of video content have to convince users to watch at least the first three seconds in order for the view to be counted.
- “As a paid advertising channel, [Facebook] works sometimes, but it’s so important to have creative that meets the criteria of the platform — otherwise it can be a waste of money,” Rye Clifton.
Hootsuite, Silent Video:
- 'In February 2016, Facebook decided that videos would automatically play with sound on mobile devices, as long as the volume on the device is turned on.'
- 'Facebook’s own data highlights why you might not want to overdo it in the audio department: 80 percent of people will actually have a negative reaction to a mobile ad that plays loud sound when they’re not expecting it'
The sound of the animation should consider the audiences environment when viewing the content. Having loud and 'shocking' sound can result in a person not watching the remainder of the video, if surprised by the sound content/volume.
Facebook Research data. 1,500 people aged 18-64:
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