Just as the Today show is uploading text graphic heavy videos for Facebook, agencies such as Genuine Interactive and RB are also creating soundless videos that can appeal to audiences by tugging at their emotions. The article Are Silent Movies the Future of Advertising? featured on Adage and written by Jack Neff presents the shifting trend of creating online video content. The new strategy based on soundless and emotional content stems from the fact that Facebook and other mobile sites play videos on mute until the user turns on the sound. Mr. Pape, the creative director at Genuine Interactive says videos must create a visceral reaction to the image or movement for people to stop and watch. Such strategy is now being experimented on TV creative, integrating the digital and TV advertising. Brands are also able to use real-time feedback from the engagement of their videos to continuously improve their strategy.
- Focus on visuals. Your video content should provide compelling visuals that capture people’s attentions in a short span of time.
- Optimize by channel. Videos need to be optimized depending on the channel, to seamlessly aid the user experience on whichever app or website people are viewing your content on.
- Listen to your audience. It is important for marketers to constantly measure the engagement levels and activities around their videos and quickly respond to feedback.