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![]() ![]() Knowing you should never trust best practices wholeheartedly without testing them yourself, we set out to see what our viewers thought about silent, closed captioned video. Honestly, we’d much rather watch with sound. Sure, the statistics suggest so, and research from Facebook claims that adding captions to your video can boost view time by 12% - but anyone who’s ever had their screen half-obscured by blocks of text knows that they’re annoying. Now, you can have Facebook’s auto-captioning tool do it for you via the self-serve ad creator called “Power Editor.”īut, as we do whenever new technology is released, at Instapage we asked ourselves, “is it really worth using?” If most videos on Facebook are watched without sound, and yours contains any dialogue, captions are really the only way to communicate your speaker’s message.įor a while, the only way to do that was by creating your own text overlay with video editing software. But today, closed captioning isn’t solely for the hard of hearing. Most of your experience with closed captioning probably came during movie night at grandma’s house - when the only way she could watch without blowing out everyone’s eardrums was by reading character dialogue at the bottom of the screen. It’s not easy, but Facebook’s closed captioning feature may be able to help. So, how do you convince viewers to watch longer by communicating value in the first few frames of your video without sound? “We know that 65% of people who watch the first three seconds of a video will watch for at least ten seconds and 45% continue watching for thirty seconds,” said the company in a blog post. According to Facebook, the magic moment occurs at the 3-second mark. Facebook users watch 100 million hours of video in their news feeds daily.īut, if you’re not communicating value without sound, immediately, there’s little chance your video will capture the attention of users scrolling through their news feeds.Facebook generates 8 billion video views per day.Video posts have 135% higher organic reach than regular photo posts, according to one study.The number of videos posted per Facebook user nearly doubled in the US in 2015 and increased by 75% worldwide.It’s true video is being consumed by users on the social platform in record numbers. Together those statistics have to be a little discomforting if you’re spending time, resources, and in some cases money, to serve video to audiences on Facebook. But, did you also know that internal data collected by the social network showed that 76% of video ads need sound to be understood? You’ve probably seen the widely circulated research that shows 85% of video on Facebook is watched without sound. According to research from Facebook, there’s a chance nobody understands the videos you post to the social network.
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