“Imagine watching it with the sound off”
That’s been our go-to input when discussing Facebook video strategy or production since the network introduced autoplay videos. From analysing years of data across multiple Facebook pages we know that the vast majority of video watched on Facebook is ‘autoplay’ rather than ‘click to play’.
‘Autoplay’ videos don’t play with sound. This is one of the biggest drawbacks for advertisers hoping to utilise a strong video advertising strategy.
In a move that is sure to frustrate more than a few morning commuters in the ‘quiet carriage’, Facebook announced this week that it will begin testing ‘sound on’ autoplay videos on mobile devices.
Read their full announcement below:
“As people watch more videos on mobile devices, they’ve come to expect a “sound on” experience when the volume on their mobile device is turned on. We’ve run tests in multiple countries to understand whether people enjoy a default sound on experience in News Feed. With this new experience, sound fades in and out as they scroll through videos in News Feed, bringing those videos to life. Over the coming months, people will start to see videos play with sound in News Feed on mobile if the volume on their phone is turned on.”