Facebook turned off the mute button on videos. After getting a lot of constant pressure from the marketers and advertisers, Facebook will now automatically play videos with the sound on. The only choice you have to block the sound is by turning off the volume on your phone.
Facebook pioneered videos that autostart in the News Feed, something which people have never wanted on the internet. But before it gave us an option, the sound on the videos only played when someone tapped the volume icon, so coming up with this new option is a big change for Facebook itself.
Recently while talking to people at Facebook, they were asked about this change to which they said that previously videos on Facebook played silently, you could only hear the sound if you tapped on the video, but now as more people watch videos on phones, they’ve come to expect sound to automatically play when the volume on their device is turned on. Further they added that this new change is bringing them positive feedback, and they are working on slowly bringing it to more people. With Facebook’s new update, the sound fades in and out when you scroll through videos in News Feed, bringing those videos to life.
Over the years Facebook has faced a lot of competition in advertising dollars from different platforms, especially with their mobile video ad budgets, but now it has win a lot of advertisers as they are attracted to places that can provide a sound-on experience. After Facebook’s announcement, Snapchat boasted that 70% of it’s video ads play with sound on.
Previously the feedback Facebook advertisers were getting showed that 80% of videos were viewed on mute, because of which the companies had to come up with creative ideas with Facebook videos to capture the attention of the viewer with the volume off. This forced many brands to incorporate heavy text in their videos to get the message through clearly. With turning the sound on now, advertising will be back to Facebook with it’s traditional style, closer to television where sound is as important as the visuals.
Last week, Facebook also updated the way video ads would be measured, this included telling advertisers how often they played the videos with sound. If you do not like the new change at all then you still have the ability to adjust the settings and prevent the videos from automatically starting with sound on.
On Tuesday it also came up with a video update which had few tweaks, the new update improved how vertical videos are displayed inside its app, and it would now offer the ability to watch a Facebook video while scrolling on to other content.
Source: Advertising Age
Categories: Digital Media
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