Facebook users prefer to watch videos without sound

Facebook daily generates more than 8 billion views, but in the case of video ads, most of them occur without sound. According to the sites LittleThings and Mic, which generate 150 million views on Facebook each, for 30-second videos 85% of views occur without sound. Representatives of PopSugar similarly confirm this information, specifying that in their case this value is in the range of 50-80%.

The video developers positively accepted this trend by posting text and other information that does not require sound in the videos.

“From the very beginning, the task was to attract users as quickly as possible. The first three seconds are critical, but you also need to develop videos so that they attract attention without sound, ”Gretchen Tibbitts told COO LittleThings.

Regardless of the content, in most cases the approach to the development of such videos is similar. The video should cling from the first seconds, and the main message is duplicated by the text. Of course, such a solution can hardly be considered visually stylish, but it works, and therefore publishers continue to use it.

Video developers for brands from MEC North America reported slightly different numbers, according to which more than 85-90% of views occur without sound. But this does not mean that users are less involved.

“The sound is still optional and optional in videos on Facebook. If you can get people to do something without sound, then you are head and shoulders in front of people who think differently, ”says Ray Clifton, director of motivation (Eng. Director of experience) of GSD & M marketing agency.

Also, representatives of advertising agencies say that at the price of YouTube views is cheaper in 9 out of 10 cases. However, sometimes advertisers prefer Facebook because of the presence of the target audience and in the long term more simple monetization of such users through their channels.