85% of Facebook videos are watched without sound
- Ver Original
- Maio 26º, 2016
The vast majority of videos on Facebook are watched without audio, according to new data.
News sites Mic and Little Things, two millennial-focussed brands with a total of 300 million monthly views, both report silent video views of 85 per cent. Celebrity news site Popsugar said figures for silent views on their Facebook videos ranged from 50 to 80%.
Branded videos have similar results, with 85-90% of videos by advertising agency MEC North America being played without sound.
Facebook introduced silent auto-plays in 2013, and since early 2015 the feature has been rolled out to all Facebook users. Since June 2015 Twitter has also auto-played silent videos in users’ newsfeeds.
“From day one, there pretty much has been the psychology that you have to catch their attention immediately,” says Gretchen Tibbits, chief operating officer for LittleThings. “While the first three seconds are critical, the video also has to be designed to capture attention without needing sound.”
When it comes to creating video for social media, it’s always best to work within the limitations of the medium rather than trying to fight against them. And for Facebook, that means ensuring that your content can be successfully consumed with or without audio.
For tips on how to make a successful Facebook video, and to see examples of brands who are making great silent auto-play videos, see our article: What happens when you remove sound from your video production?