So it turns out that filters and vinyl aren’t the only way trends are turning vintage. Much like an homage back to the 1920s, the most recent trend in video marketing is to have silent video, with subtitles or explanatory action driving the plot. This is especially important on social media, where it seems like short (30 seconds or less) videos are becoming more and more mainstream. And, these videos either feature subtitles or captions, usually with a fun music track behind them. Why has this become a trend, and how can you make your content current?
The silent treatment:
So why is all this video so quiet? Well, video marketers began learning that as much as 85% percent of video views on Facebook happen with the sound off. This means that if your video isn’t optimized not only for silent viewing, but also for mobile viewing, then it will likely be missed. Newsfeeds are more crowded than ever, and your content has to be attention grabbing in order to get noticed in the first place. If a user prefers to watch video without sound and yours can’t easily be understood without it, users won’t begin to watch it in the first place. That won’t work out well for the user or for your company.
Why do they like it that way?
Sometimes, silence is just more convenient. Think about the times when you are scrolling through Facebook or Instagram. You don’t always have your headphones with you, and if you’re on the subway, you don’t want your video to be distracting to others. Colleen, our social media expert, weighs in, saying, “Subtitles allow people to watch your video when they're in situations in which sound is not ideal — at work, on a commute, out in public, etc.” Again, it’s not about your video not being interesting. It’s about what is most convenient for the consumer, and that’s to watch videos in silence.
Marketing changes constantly. Trends in what consumers and target audiences find the most engaging shifts everyday. If you don’t keep up-to-date on the statistics and consumption trends of your consumer base, you will be left behind. Remember, as with everything in the inbound marketing methodology, your top priority should be creating quality content that caters to the consumer, not the marketer.
Examples I love:
It’s not hard to find videos on social that can be understood without sound. However, my favorite ones by far are the Delish and Buzzfeed Tasty videos. Not only is it a great way to binge-watch food porn, but these videos are awesome from a marketing standpoint.
As someone who’s pretty adept at cooking, each one of the videos makes me feel like I learned something. I have actually used the recipes for salmon before, and my husband and I loved the results. With or without the festive music, these videos are easy to understand. They pare the recipe down to just the essentials and speed up the process in editing so I don’t get bored. Here’s a video for some particularly delicious looking appetizers:
All about the finger food 🤗✨💥 # BUFFALO CHICKEN MOZZARELLA STICKS Servings: 16 INGREDIENTS 8 ounces cream cheese, softened 2 cups shredded chicken ½ cup buffalo hot sauce 2 cups mozzarella cheese, shredded 1 cup cheddar cheese, shredded 1 1-ounce packet of dry ranch dressing mix 2 cups all-purpose flour 6 eggs, beaten 3 cups seasoned bread crumbs Oil, for frying PREPARATION In a bowl, combine all the ingredients with a fork until smooth and evenly mixed. Transfer to an 8x8 baking dish lined with parchment paper. Smooth the mixture out with a spatula so that it’s evenly spread in the dish. Freeze until solid, at least one hour. Working quickly, remove the solid mixture from the sheet and cut into 4-inch x 1-inch rectangles (there should be 16 in an 8x8 dish). One by one, bread each stick by coating in flour, then dredging in egg and then bread crumbs. Dip once more in the egg, then once more in the bread crumbs, and transfer to a baking dish. Heat the oil to 375˚F/190˚C. Carefully lower about three or four of the coated sticks into the oil and fry for about 30 seconds, until golden brown. Continue this until all of the sticks are fried. Serve warm with ranch dip. Enjoy!
A post shared by Tasty (@buzzfeedtasty) on
Another example of silent videos that I love watching are makeup tutorials. What the one in the example below does right is that the artist shows us every product before using it so that we can (theoretically) recreate the look. Like the Tasty video, it’s sped up so that you see the whole makeup process in an eighth of the time. In the end, I can see the difference the makeup makes on the girl wearing it, and it might even inspire me to contour again (just kidding, I’ll just look like I used a bad self tanner).
A post shared by Videos Fashion Tutorials 🎥 (@hair.makeup.allure) on
Marketing shifts, and so should your content. To create content that is the most digestible for an audience, you have to first know your audience. Keeping in touch with your consumer base is the best way to know what appeals to them. However, you should also know overall market trends so that you and your company can stay current and engage new audiences.We know there are tons of awesome videos that utilize silence in unique ways on the web. What’s one of your favorite ones? Drop the link in the comments section.