Silent Movies Sell Better, Says Facebook
Imagine being in a meeting. Now imagine being bored and opening up Facebook, only to be greeted by a goat-scream video that outs you as an unprofessional jerk. Or doing the same on a quiet train ride that outs you as a completely different kind of jerk.
That’s exactly why five years ago, one of the architects of Forbes.com’s success, Jim Spanfeller, told an audience at the Publishing Business Conference and Expo in New York that Forbes.com ensured videos didn’t automatically play when visitors came to the site. And that’s exactly why Facebook announced on Wednesday that it’s coming out with video captioning options that allow users to silence their views.
“Internal tests show that captioned video ads increase video view time by an average of 12 percent, so we’re soon releasing a new tool that makes adding captions to video ads easier than ever,” according to the Facebook for Business post. “Previously, advertisers were only able to add captions to Facebook video ads by embedding captions or uploading their own caption files. But soon, advertisers can choose to have captions added automatically. Our new automated captioning tool generates captions for video ads and delivers them to the advertiser within the ad creation tool to review, edit and save to their video ad.”
Then again, some Facebook users will want sound:
In this goat-scream video, the last scream is by far the funniest. Yeah.
As for silence being golden, Facebook tells marketers how to turn it into green, instead:
- Connect With Consumers Quickly. “The value of your video ad — whether you’re measuring ad recall, brand awareness, or sales — happens quickly and increases with duration. Facebook found with Nielsen that up to 47 percent of the value in a video campaign was delivered in the first three seconds, while up to 74 percent of the value was delivered in the first 10.”
- Design for Mute. Most users on mobile devices watch videos without the sound turned on, reads the post.
- Experiment. Facebook doesn’t use the word that bores some marketers — “test.” Instead, the post suggests trying one-off videos or a storytelling series, for instance.
What do marketers think of this change?
Please respond in the comments section below.