Clearly 85% of Facebook video playback is played without sound

It is clear that 85% of video content played on Facebook, which is said to have more than 800 million views per day worldwide, is played silently. This is due to the specifications that Facebook is setting, but for those who distribute advertisements on Facebook it is required to take special measures.

85 percent of Facebook video is watched without sound
http://digiday.com/platforms/silent-world-facebook-video/


This fact is revealed in the testimony from multiple content publishers. For example, dealing with topics of lifestyle and food systemLittleThingsThe average number of views on Facebook per month has reached 150 million pvs, but 85% of it exactly is reproduced with the sound off. Also, for the Millennial generation news siteMicBut 85% of videos are played silently as well. Celebrity mediaPOPSUGARAlso, it is clarified that reproduction of 50% to 80% is in the state without sound.

This figure may not be felt so strange if you are using Facebook from everyday use. While you may see videos on the timeline when you visit Facebook, although most of them start to play automatically, but users are supposed to keep playing silently unless you turn on the sound themselves is.

ByKatie Tegtmeyer Follow

About this situation Gretchen Tibbits, COO of LittleThings says, "From early on, I realized that psychological strategies to attract users' attention are needed." Facebook is structured to count for the first time when the video is played for 3 seconds. As a result, content publishers need to devise methods of content creation that can attract users' attention in the first 3 seconds. For example, thisAn animation that painkillers reduce empathy empathyAndNew design bike videoAs shown in the figure, plus letters on the image attracts user's attention, clicks to take measures such as trying to bring in the playback has come to be taken.

Under such circumstances, the style that should be called "pseudo silent" which is established even without sound is becoming increasingly important. According to advertising agent MEC North America, despite the fact that 85% to 90% of the brand advertisements that the company is handling are played silently, there is little influence on the engagement rate that consumers click on advertisements I can not see it. It shows the achievement of brand awareness and actual product purchaseKPIIt seems that the presence or absence of sound does not influence the index even if it sees.

Advertising agent "GSD & amp; M"On Facebook, it is one of the options to add sound, but it is not essential that if you were able to attract users with no sound it would be a different person It means that it is one step better than the other. "

And what matters is that this idea is said to be unique to Facebook. Nick Pappas, CEO of media company "SwellShark", also said about the difference when compared to YouTube dealing with video advertising, YouTube generates advertising fees when the entire advertisement is played, while Facebook Lists the point that fees are generated in 3 seconds or 10 seconds from the start of playback. Therefore, even if you brought the video advertisement you used on YouTube to Facebook as it is, in many cases it will be a waste of money, so we talk about the necessity to create content with a new way of thinking that is tailored to the Facebook platform.