Loud autoplay advertisements are generally classified as annoying and obnoxious. They break their way into our homes without prior invitation, much to our distress.
But all things changed when the audio default setting is set to mute.
It may seem as though we’ve been teleported back to the age of Chaplin and his silent films. Thanks to the absence of video noise, people are quietly consuming more of your videos within the first few seconds before hastily pulling the X button trigger.
This is what Facebook, Twitter, and Instagram have developed—an ecosystem with relatively placid consumers and marketers monetizing the age of silent storytelling.
Over 8 billion videos are being viewed on Facebook daily. 85% of these are being played silently.
“A recent study showed that native Facebook video ads have higher interaction rates than videos on any other platform,” says global media and marketing agency Mindshare. “And because of Facebook’s nature as a platform for social sharing, Facebook native videos are shared more than YouTube links.”
And with a tailored combination of silence, texts, and striking visuals, many advertisers are investing in the approach that delivers promising results.
One of the prime example of this lethal combination is Tech Insider’s video on 3D optical illusions. Notably since July 2016, it has earned a stunning 66 million views in just five months.
And most recently, this video of Channel 4 News on Barack Obama with an emotional Ellen DeGeneres plays its take on the classic video subtitles.
See how the engaging visuals and the text/captions on screen has become a key player?
“Sound is still an option [on Facebook], but it’s not required… If you can make something compelling without needing people to turn the audio on, you’re ahead of people who are not thinking that way,” said advertising agency GSD&M.
But the catch is: Facebook advertising channel may work at times, but can be a waste of money if the criteria of the platform are not met.
Facebook charges its advertisements for 3 or 10 seconds view, unlike on YouTube where videos are paid on completed views. SwellShark, a Manhattan-based media company, revealed that 9 out of their 10 campaign performance show that YouTube comes at a relatively lower price than Facebook.
With the right content mixed with refined targeting, silent autoplay is here to stay and it continues to prove itself as a key player in the revolutionized online marketing.
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