The days of loud videos screaming from your Facebook news feed in awkward situations appears to be over, Facebook, Instagram and Twitter have all decided to mute videos as a default setting. Martin Sorrell has suggested that 50% of all online video is viewed without sound, meaning brands and agencies need to align their strategies to influence on a purely visual basis. Or face the ever increasing risk of their video being lost on crowded silent news feeds.
This move comes at a time where social media has seen its users interact with depreciating levels of attention and focus with the platform; again stressing the importance of a visually engaging and capturing videos. Perhaps this could spark the reintroduction of the silent film, a perfect solution to align the user’s behaviour and expectations with the brands objectives.
This new concept will test brands and their creativity, is it possible to ensure your brand and message is portrayed efficiently without the dramatic sound or story telling content you would normally have? Or will these silent films not be enough to overcome this latest hurdle from social media platforms.
When looking at this idea of a silent film it is essential that you ask yourself three questions:
1. Can my story be told without sound?
If not, this project should be killed immediately.
2. Will I need to make two edits?
If there is a need for one ‘sound on’ platform and one ‘sound off’ platform then consider the consumption behaviour and users expectations on each of these platforms. This may lead to a difference in pace and use of graphics and headlines.
3. If I am going to use graphics to ‘do my talking’ - are they large enough to read if (when!) played on mobile?
Make sure that your users will be able to read them. The key takeaway is that users treat all platforms differently and that user journey needs to be respected in order to get the most out of the brand.
Read more at: http://www.thedrum.com/opinion/2015/10/20/return-silent-film-does-your-branded-video-content-make-sense-sound-turned
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