According to several publishers whose videos are among the billions of views on Facebook each day, as much as 85 percent of those videos are watched with no sound. No music. No voiceover. No sound effects.
We had an idea this was true, and so we prepared a video to work well with no sound (even though it has a great music track and SFX) several months ago. It was the lead video for a big announcement from our client SeaWorld.
Advertisers seem to have adapted (at least with videos that were made specifically for this platform) and their agencies believe that, generally, the muted videos work equally well as ones experienced with sound.
Content producers may mourn the loss in these instances (after all, that is half of audio-visual), but accept the reality of the way many people watch videos on Facebook.
This doesn’t mean—to us, at least—that sound is dead. It’s just another way of staying ahead of the curve. This is how/when/where/and why a lot of people are consuming media plan accordingly.
WATCH our SeaWorld video here.