Therefore, brands and entrepreneurs need to change their thinking on what it means to communicate through video, and more specifically, silent video. When it comes to silent video ads for Facebook, the luxuries of audio are gone, but the pressure for conversions is still there. Graham Mudd, Facebook's Director of Ads Product Marketing, estimates that up to 40% of Facebook video ads fail to communicate when the sound isn't on. Unfortunately, as more businesses jump into the Facebook marketplace, there are more and more mistakes being made. To get attention, video is better but it'll have to work without audio.This creates a marketplace where brands have to keep two things in mind: Therefore, many brands are turning to video, as opposed to images, for their ads, since video typically results in higher engagement and improved conversions. In addition, after Facebook went public and had pressure to monetize their platform, the social media giant turned to a paid-only ad-revenue model.ĭue to Facebook's pay-to-play environment, brands have to pay for Facebook reach, and also make sure what they're putting out is getting high return on investment (ROI). This is creating an environment where content creators and brands must compete in a soundless, auto-play Facebook environment. However, unlike traditional viewing on television and even YouTube, a large percentage of people watch Facebook videos from their smartphones, and play them silently from their news feed.
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