Approximately 85 percent of video views occur with sound turned off. Why? We’re living in a world where multitasking is part of everyday life. Since the introduction of the iPhone, people have been increasingly consuming content in the palm of their hands—at the gym, in line at the grocery store, on the couch mid-Netflix binge—anywhere they can. That’s why it’s incredibly important to make it easy for them to consume it without needing to turn the sound on.
So how does a brand achieve such a fine balance of creating a compelling video without the use of sound? The solution is pretty simple. Here are our top three tips:
1. Create powerful visuals.
At the heart of any piece of effective content is a powerful visual. And no, we’re not talking about a 2-minute-long stock montage strung together and backed by the beat of cheesy elevator music. We’re talking: Quick. Powerful. Visuals.
How do you achieve that? Forgo any shots that linger too long on a single product or leave the camera static on a talking head. Instead, mix up your video by including eye-catching features like animations, overlaid graphics, and fast-paced, tight cuts between shots.
2. Use captions and subtitles.
With the help of a beautiful piece of content (and the autoplay function on many social media platforms), text on video will stop your consumer in their tracks. Research from Facebook claims that adding captions to your video can boost view time by 12 percent. And adding captions these days can be as easy or as difficult as you’d like it to be. YouTube and Facebook both have captioning capabilities, and there are third-party platforms that can help you out as well—but for maximum control over accuracy and timing, the best choice is to create your own.
3. Keep the message and CTA succinct and clear.
The most effective social videos use easy-to-digest messaging, keeping it straight to the point and giving the consumer a reason to continue watching. Including a clear CTA is key if there is one. If you hook viewers with your messaging, they’re a lot less likely to just keep scrolling.
With the help of these three key steps, you can optimize your brand’s videos—by making it as easy as possible for the multitaskers of the world to consume them whenever, wherever.