This Surprising Mindset Shift is the Key to Facebook Video Ads That Actually Convert

Social video is huge right now, with tons of marketing blogs and gurus emphasizing its importance for 2018.

It's the way of the future.

And yet, the way to succeed with it, ironically, involves looking to the past.

You can't approach video for Instagram and Facebook the same way you'd approach Youtube content. It's a different game.

The biggest difference? The vast majority of people are going to watch your videos with the sound off.

That's something you need to account for. And it's actually kind of novel.

In the early 20th century, silent film was a sensation.

But as soon as “talkies” became the norm, as technology progressed, it wasn't long before silent cinema faded away. (Ever seen Sunset Boulevard? Norma's character was based on several real silent film actresses, who just weren't able to translate their appeal into sound films.)

Nearly a century later, silent film concepts are relevant again. When people check out videos on Facebook and Instagram, they usually default to playing with the sound off.

I mean, let's get real. Everyone hates auto-play videos with sound. They're annoying.

Think like a silent film director, with an emphasis on the visual, and your social videos will perform a lot better. In a recent blog post, AdEspresso explains how to do this effectively.

Think like a silent film artist

When you tap a video on Facebook or Instagram, it will now automatically play with sound. It was a controversial choice, and one that has many users scrolling their feeds with their phones or computers on mute.

While you always had to think about how your videos worked without audio, that is especially pertinent today. Today, nearly 85 percent of video views happen in silent mode.

For advertisers, without the automatic opportunity to cue a friendly voice or striking tune, how do you get viewers to want to turn your sound on? Or, alternatively, how do you create silent clips that still stick?

First, try catchy colors. Red, for example, is proven to strike a particular chord, along with other primary colors, like blue and yellow. MailChimp is great at this, often building entire shots from these bold hues.

[source: AdEspresso]
The visceral colors keep us engaged above video’s narrative, piquing curiosity as to what story MailChimp is telling.

Another way to get your message across without sound is to employ text in bold, dynamic forms.

The recent ad for the movie, I, Tonya, does this with flair.

[source: AdEspresso]
The white, bold words from the AM New York review stand out in stark contrast with the black background. Their alternating sizes help draw the eye down the text in dramatic fashion. Paired with actress Margot Robbie’s frightening, determined gaze; the viewer can’t help but internalize the intensity she brings to the film, and the urgency with which it demands your attention.

The point is this: instead of being an obstacle, sound-off videos can play to your advantage. Bold colors and dynamic text can capture people’s attention in the first few seconds — and spur them to turn up the volume later on.