When it comes to video ads, this means you need to get to the point, fast. The study found that the allocated attention in our collective minds only has a certain size, and with so many cultural items – social media and 24/7 news, for example – competing for that attention, it becomes difficult to focus. Whether or not that’s true, one thing is certain: our attention spans are shrinking.Īccording to a study from the Technical University of Denmark, the collective global attention span is narrowing. You may have seen several studies floating around that say humans now have a shorter attention span than a goldfish. Viewers will still experience the full effect of the video if they opt for ‘sound-on’, and it will still make sense if they decide to keep the sound off.Īccording to Facebook’s own research, captioned video ads increase video view time by an average of 12% – further proving that videos on Facebook should not rely on audio. However, if that doesn’t fit in with the type of video you want to create then you can choose to add closed captions. You can make text a part of your video ( choosing to opt for this over a traditional voiceover), like this ad from Native: There are different ways to ensure your video makes sense without sound. So, from an accessibility point of view, it makes sense to consider how your video will come across without audio. According to a widely circulated study, 85% of Facebook video views happen with the sound off.
It’s then up to viewers to turn the sound on if they choose to do so.Īnd apparently most of them don’t. If you’re an avid Facebook user then you probably know that the videos play muted by default. Telling a heartfelt, relatable story like this is one surefire way to improve the success of your Facebook video ads. This makes the ad more memorable, especially because it’s a Christmas ad. We all know that Lamborghini is a luxury brand, appealing to customers with more disposable income than the average person.īut instead of focusing on selling luxury, they chose to create an ad that revolves around priceless values – a father and son spending time together. Videos that capture attention with a powerful story have not only the ability to encourage viewers to share their video, but the message can also stay with people for several days afterwards – keeping your brand at the top of their mind ( and hopefully convincing them to do business with you!) So how do you make yours stand out? How do you ensure that people watch and take action? One universal truth about Facebook video ads – or video ads in general – is that there are a lot of them in the world. Accompany with compelling copy (and a beautiful thumbnail)
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