As much as 85 percent of video views for some publishers on Facebook happen with the sound off — the result of embracing the unique features of the platform, which prioritizes silent videos with striking visuals and text. The intent is to make it easy for people to consume the information presented in the videos without needing to turn the sound on.
Tailoring content to the whims of the Facebook news feed has helped publishers scale on the platform. And it works, which means publishers will continue to do this type of content.
When it comes to distributing branded content, advertisers for the most part have also come to terms with these quasi-silent videos as the de facto standard — non-live edition — distributing video on Facebook. And in these instances, the format works.
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