Skip to content

The Sweet Sound of Silence

The Sweet Sound of Silence

Is it time to ditch your video voice overs and bring on the captions? The answer to that question is most likely yes, according to a recent Digiday report. 85% of Facebook’s 8 billion daily video views take place with the sound shut off; this is due in part to the fact that this media is consumed while the viewer is at work, school or another location where the sound wouldn’t be welcome.

It’s important to note that the lack of sound doesn’t seem to be diminishing video’s impact. Brand reach numbers, as well as the vital intent to purchase metric, both remain constant in the absence of sound. As a best practice, videos shouldn’t be too text heavy, either: the top performing pieces of video content have captions that average between four and six words. Remember that most videos are viewed on smartphones or mobile devices, which means they’re relatively small. Captions that are formatted in a larger font are easier to read and understand.

[Tweet “85% of Facebook’s 8 billion daily video views take place with no sound.”]

For best results, make sure that your video content be immediately identifiable with your brand. Strategic use of your logo and brand colors can help keep your company in the viewer’s mind; with that being said, be aware that the videos that get the highest engagement levels are entertaining, humorous, or informative. Keep your customers’ attention spans in mind as well: Facebook videos average a minute and a half, compared to the twelve minute epics to be found on YouTube.

Finally, there’s always an exception that proves the rule. While customers exhibit a strong preference for silent videos, if the content’s uniquely compelling, viewers will turn the sound on. An example of this is Friskies’ Dear Kitten series, where the older cat’s helpful advice to a younger companion isn’t echoed in the text. It’s a good strategy if you have exceptional content.

Share This:

Book FREE Trial

We know that getting back into fitness is tough! Let us help you achieve your weight boxing workouts.

Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office