The Age of Soundless Video in Social Media Marketing. In social media marketing, that means embracing soundless video. The Age of Video in Social Media Over the last few years, video has moved from a luxury to an essential way of communicating with your target audience on social media. In addition, recognizing the effectiveness of the medium, networks like Facebook have made videos easier to watch for users–and more difficult to use for marketers. In addition, increasing mobile uses while on the go also increases the chances that your audience watches the entirety of a video (and not just its auto play) without turning up the sound and disturbing their environment. Captions can add the same context as sound, allowing your audience to fully grasp the message you’re trying to convey even while watching on auto play or on the go. All you have are your visuals, which means focusing on a few best practices for your video: Show captions, logos, and products within the first three seconds of the video. All of these best practices make sense for any type of video. But they are especially effective on social media, where your audience is more likely to watch without sound. In other words, we may be entering an age of soundless video in social media marketing.
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Video needs sound. Almost as long as creative minds have put together moving pictures in order to engage and delight their audiences, they have recognized the need for sound effects, music, and dialogue.
But social media is challenging conceptions that have been common sense for decades. On Facebook, Twitter, Snapchat, and other networks, we’re interacting with each other in ways that are simply different and sometimes opposite of what would have been considered ‘normal’ just a few years ago.
Those changes, of course, matter to marketers. If your audience communicates differently, you need to adjust to their preferences in order to make sure that your message continues to be effective. In social media marketing, that means embracing soundless video.
The Age of Video in Social Media
Over the last few years, video has moved from a luxury to an essential way of communicating with your target audience on social media. Today, 60% of marketers use videos as part of their social media strategy, probably because 4x as many consumers want to watch videos about a product as opposed to reading about it.
Every day, users on Facebook and Snapchat alone each watch 8 billion videos respectively. Video, in other words, has become an integral part and perhaps the dominant form of content on almost every social media network. Cisco projects that videos will make up 80% of all internet traffic by 2019.
Challenges in Breaking Through the Video Noise
Of course, increased effectiveness (and the knowledge of it) brings with it increased competition. In fact, more than 60% of marketers plan to increase their video budget in 2017. Trying to reach your audience through moving pictures is becoming more difficult if all of your competitors are trying to do the same thing.
In addition, recognizing the effectiveness of the medium, networks like Facebook have made videos easier to watch for users–and more difficult to use for marketers. They introduced Auto Play features, meaning that the video will start playing automatically as you scroll past it in your news feed.
To minimize intrusion, of course, these videos play without sound. In addition, increasing mobile uses while on the go also increases the chances that your…
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