79% of people aren’t listening to your videos, and these are 10 ways you can do something about it.
Most videos on social media are played without sound.
They do this so that they don’t disturb others.
All your hard work spent script writing, filming and editing could be going to waste if your audience doesn’t hear your words. And let’s not mention the time and pennies invested into creating what looks like the perfect campaign.
The statistics are staggering. 79% of LinkedIn videos are watched on silent, and 85% on FaceBook.
That, despite a growing increase in engagement of viewers watching video. In fact, 50% of the time that users spend on Facebook is watching video content, and reels hitting 200 billion views per day across Facebook apps.
Here's the problem:
People are not listening to your message and, at worst, may be swiping away from your video if it doesn’t spark their imagination.
To get the most ROI from our videos, you want to have a good view-through rate (VTR) and completion rate.
If you’re not considering the viewing habits of our followers, we’re not going to see positive figures from these two metrics which will show you how well your viewers are seeing your message to the end.
But here are 10 ways in which you can do something about it
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Add Subtitles
This isn’t just about accessibility. It has been shown including subtitles or closed captions can increase viewership by 82%. This is essential when you have a speaker or voiceover.
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Text Overlays
Words that are typically a maximum of 14 words per scene, spread over 2-3 lines. Every word needs to count, and you need to make sure that they have good legibility (by using drop shadows or setting copy on semi-transparent panels).
Viewers prefer content that is easy to consume at a glance (they are often multitasking when they watch videos). -
Branding
It is essential that all of the content you share, including videos, has A consistent look and feel. It helps you establish your brand. This could be how you colour grade (i.e. added filter) the video, adding your logo (subtly but visible), or choosing a colour palette that aligns with your brand identity.
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Optimise for Silent Video
Your video shots need to be driven by the need to tell the visual story (show not tell). They need to be engaging. Relying on actions, expressions, and visuals. You also need smooth transitions or cuts to maintain the flow of your narrative. And the shots need to work together to create an easy to follow story with a beginning, middle and end.
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Add Motion or Animation
Movement catches the eye much more than static visuals.
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Keep it Short
15-30 seconds is plenty of time for most platforms and for most people’s attention spans.
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Establish your Target Audience
Attention spans are reducing. You may only have someone’s attention for 8.25 seconds(yep, less than a goldfish which has 9 seconds). In fact, a study showed that 25% of people couldn’t get through a 1-minute video. It is a privilege to have their attention, so make your content matter to them. Make it count.
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Focus Content:
Stick to one clear message in your video and make sure you have a good, emotional hook from the first frame.
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One Call to Action:
Have one call to action and make it an actionable phrase like “Follow for more” at the end of your video. Use visuals to help make it obvious what you want your viewer to do. Whether it’s using arrows pointing to a link, or using a button. Clarity is key.
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Use the Right Format for the Platform
Facebook found that Reels that are vertical videos with audio have a 35% higher click-through rate than other types of video content. So, it’s a good idea to use vertical format videos (9:16) for Facebook and Instagram.
When you invest in video, you want to make sure you make it worthwhile. Whether its looking to increase your brand awareness, improve your leads, or share an important message, you need to make sure that your message, if not heard, is at least seen and understood.
If you found this post helpful, and you want to find out more about how I can help you with your videos, why not drop me a message. It will be great to hear from you.