Can you hear it? The sound of silence.
It’s advertisers serving up their videos on mute. Users can easily un-mute the video and watch in full screen view. Case in point: Internet radio platform, Pandora now allows users control over their ad experience.
We agree with this approach. But first a little context…
When Mary Talks…
Mary Meeker, former Wall Street securities analyst and current venture partner with Silicon Valley firm, Kleiner, Perkins Caufield & Byers says, “…that 419 million people worldwide now block mobile ads, an even more substantial number when you consider that there are 1.9 billion smartphone users.” That’s a lot of blocked ads.
At Kestum Bilt we believe in dialogue. We also believe that your audience, aka your customer is driving the conversation. So it’s imperative to listen, understand and make adjustments to your content accordingly.
Silence Is Golden
Numbers don’t lie. 80 percent of Facebook users dislike loud ads playing in their newsfeed. Also, in a recent survey, over one third of those same folks preferred muted ads. Facebook has set ads to play automatically but without sound. Facebook is listening to their audience.
So here’s the question: If you can’t use sound (at least up front) to grab audience attention, what do you do?
Keep Making Great Content – With Some Tweaks
Here are some quick guidelines to follow:
The NEW Two Second Rule – What used to be 5-7 seconds to grab your audience, now is only two seconds. Make those first two seconds count like a mofo.
Embrace the Silence – Instead of struggling trying to figure out what to do with sound, use compelling visuals or even a countdown.
10 Second CTA – Put your CTA in the first 10 seconds. We know, this breaks normal direct response best practices. Don’t worry. These days, you need to cut to the chase: get a chyron/title card in that’s super easy to read with your offer.
Subtitles – Just like silent movies of yore, add subtitles. Research shows that by adding subtitles view times goes up.
Feelings, Nothing More Than Feelings – It’s emotion, baby. And story. Tell a story visually. Find what moves you emotionally, what gets your juices flowing. If you’re affected then your audience will be too.
And of course, if you’re looking for kick-@$$ content muted and un-muted, give us a quick call or email.
Your best (silent) friends at Kestum Bilt.