People love video these days.
And for brands of all kinds, a Facebook video ad campaign can be the perfect way to get the ball rolling and start making more sales than ever before.
But before you start, there's something you should know.
It's really, really, really important, and it's all too easy to overlook.
It's not something obvious or intuitive, and it trips up a lot of people.
Unlike YouTube videos, Facebook videos are usually watched without sound.
After all, no one wants an ad's audio blaring at them out of nowhere as soon as they scroll down past it.
Everyone hates autoplay video ads on websites. And it's not the video itself that's a problem, it's that invariably super-loud and jarring audio.
So on Facebook and Instagram, the default is for video ads to play without the sound on.
Most people generally won't take the time to enable sound, either.
So this means you need to plan your video ad so that it makes sense and keeps attention without making a peep.
In a recent blog post, AdEspresso explains how to do this.
Plan for Your Video Ad To Be Played Without Sound
This is a big one.
Since video ads are shown on auto-play on both Facebook and Instagram, you know that your videos will start playing with no sound as a user scrolls past.
Not only does this mean that you can’t use sound to grab attention, it means that users may not enable sound to play at all– even if they watch for the full duration of the video.
When it comes to Facebook video ads, 85% are played without sound.
And we’re not talking “85% are played soundlessly, and the 15% are the ones that we’re watched.”
These are the videos watched for more than three seconds (the length of time it takes to be considered a “view” on Facebook).
This means that you need to plan ahead and know that your video will be played, in its entirety, without sound by at least half of the people watching it even if they’re genuinely interested.
[image source: AdEspresso]
Use textual clues, and add captions if there’s voice-over narration or someone speaking within the video. You should also dive into the action immediately so you grab users’ interest visually.
You can find more tips for getting the most out of Facebook video ads over at AdEspresso.