Video can still be an effective marketing tool, even without sound. Despite what you might think, there are a lot of instances where silent videos are more effective for user engagement than their audible counterparts. If your marketing team is developing sound-only video content, you should re-evaluate your channels and your methods.
What are Silent Videos? And Why Are They Useful?
Silent videos are exactly what you would think they would be. They are videos without any type of sound. Though, these aren’t just normal videos with the sound removed. Effective silent videos are often designed with a lack of sound in mind.
You might still be wondering, “but when would I need a video to be silent?” Many users prefer not to have their sound blaring when they engage in social media. This is because they are often consuming content in public or in quiet areas. Have you ever watched a 60-second cooking video on Instagram at the dinner table? Chances are you have. And chances are there was no sound.
The reality is that most people watch marketing video content through social media and the majority of them have the sound turned off. In fact, about 85% of social media users watch videos without sound, especially if silent autoplay is the default setting. That means that users who had the option to view the video with audio watched it in silence. Why develop video content with sound when less than 15% of users will listen to it?
Not only are users not enabling audio for their video content, but they also don’t like it. Facebook reported that about 80% of its users actually have a negative reaction to ads that unexpectedly play sound. Silent videos are more than just a convenience; they are a key component of a campaign’s effectiveness. But how do you use silent videos effectively? Here are a few suggestions to help you get started.
How to Use Silent Videos Effectively
There are a variety of ways you can develop high-impact silent videos into your marketing campaign. Below are a few tips for maintaining engagement and visibility while removing sound.
Use Closed Captioning
More and more brands are integrating closed captioning into their video content. Not only does this increase comprehension for silent videos, but it also increases the accessibility of regular videos. Captions can be great for improving the communication between the ad and the user. For those who are consuming the content in a second language or for those who are unable to hear due to disability or background noise, closed captions are excellent for increasing the reach of the video.
Similarly, closed captions are perfect for increasing the flexibility of your video content. If your content has subtitles, it may be able to function as both an auditory and silent video. The data even backs it up. Facebook users watched captioned ads longer than they did un-captioned ads.
Account for a Lack of Music
Many marketers will use music to grab the attention of viewers. This is normally an effective technique for content retention, but obviously doesn’t apply to silent videos. Make sure that when you develop your silent video content that you account for the absence of music. No music may mean your ad needs better visuals, more titles, or a different style of editing.
If you’re looking to integrate silent video content that’s tailored for your channels and your audience, contact DreamItReel today. Our video production and editing teams are full of experienced professionals who are masters of content. Don’t just settle for muted video content; get affordable video production with high-impact results.