85% of video views on Facebook are muted

As much as 85 percent of video views happen with the sound off, writes Sahil Patel for Digiday.

“From day one, there pretty much has been the psychology that you have to catch their attention immediately,” said Gretchen Tibbits, chief operating officer for LittleThings. Facebook counts a view at three seconds, which means publishers have to find ways to convince users to stick around in order to capture that view. “But while the first three seconds are critical, the video also has to be designed to capture attention without needing sound,” said Tibbits.

WNYC has experimented with audiograms (audio clips set to an animated video) previously on Facebook, but no one has had much success sharing podcasts on social media.

Earlier this week there was an article on Audile Range by Martha Little May on ‘Puzzle Bait’ (yuck):

What we’re now seeing in the podcast world are intros — if you can even call them that — that totally skip over the descriptive “who, what, where, and when” in favor of something I’m coining here as “puzzle bait.” Puzzle bait is a question or a strange postulation that will hook the listener within 30 seconds or so.

Here’s an idea for a podcast social media sharing strategy:

  1. stick your puzzle bait in big letters over the first three seconds of your video
  2. make sure the animation is compelling (see: Hello Internet Animated)
  3. close caption the shit out of it.