Posts in Video
Turn Up The Volume On Facebook Videos

85 percent of Facebook video is watched without sound:

Facebook might be hosting upwards of 8 billion views per day on its platform, but a wide majority of that viewership is happening in silence.

As much as 85 percent of video views happen with the sound off, according to multiple publishers. Take, for instance, feel-good site LittleThings, which is averaging 150 million monthly views on Facebook so far this year. Eighty-five percent of its viewership is occurring without users turning the sound on. Similarly, millennial news site Mic, which is also averaging 150 million monthly Facebook views, said 85 percent of its 30-second views are without sound. PopSugar said its silent video views range between 50 and 80 percent.

This is certainly an interesting metric of advertisers, but I don't think it tells the whole story. I believe there is an element of spurious association to blame. Because Facebook videos autoplay, a reasonable person would assume that a significant portion of the 85% receive little to no attention. So it isn't only a flashback to the days of silent movies, but more so a highway billboard that you blow by without even noticing.

Google Takes On TV Advertising

Building the future of TV, with you:

Announcing personalized TV ads with DoubleClick Dynamic Ad Insertion

Viewers no longer expect content personalized to them, they demand it. And that includes ads.

Today we are taking big steps to bring new addressable advertising capabilities to TV Broadcasters and Distributors by announcing DoubleClick’s Dynamic Ad Insertion. This makes ads hyper relevant for viewers across any screen that they watch. By creating individual streams for every viewer using server side ad insertion, we are able to deliver a better, more personalized viewing experience that looks and feels as seamless as TV today.

It was only a matter of time.

High Quality Video

The modern media market is saturated with video. Videos on websites, video ads before the websites even load, commercials on television, at gas station pumps and in the backs of cabs. Videos on corporate retreats, in job training sessions, anywhere and everywhere. And, of course there’s YouTube. YouTube is not only the largest collection of video on the internet - YouTube is the second most popular search engine (my italics) on the internet. Bigger than Yahoo, bigger than Bing!, bigger than everything except almighty Google. That should tell you two things: 1) Video is becoming the most important communication medium in the 21st century.

2) The average online customer has watched thousands and thousands of videos in their lifetime.

So business people who want to get their message out online or on television face a real challenge. How do you get the attention of a consumer base immune to the novelty factor in video? And how do you keep their attention when they have literally a million other options just a mouse click away?

The answer is so obvious it seems like a cop-out: Quality.

The only way to distinguish yourself in a crowded market is to be excellent. And the only way to keep people from changing the channel, or clicking the mouse, or simply ignoring you, is to look great delivering that quality content.

There are two main factors that come into play when we talk about true quality video. The first is simple - the video has to look great. That means using the best HD cameras available. That means using lighting schemes intelligently and professionally, taking a lot of time to set up and frame each and every shot, and using advanced microphones and sound recording equipment to achieve a natural sound.

Because modern viewers have so much video, good and bad, they’ve all become experts and critics. They can spot low-quality video a mile away, and that’s the kiss of death when it comes to communication with them - they turn off to your message immediately.

The second factor is much more complex. How do you make the actual content of your video match the quality of the look and sound?

It’s hard to say. But one of the best things you can do is delegate that responsibility to creative people with experience. At Delegator we work with professional videographers and a creative writer (with a B.A. in Film) to come up with compelling concepts, and we write detailed scripts for our clients (or actors) to perform on camera.

With today’s media-savvy public, making a low-quality video is like trying to pass off a forgery to a room full of art critics. It’s not worth the trouble. If you’re thinking of making a video for your business (and you should be), don’t compromise or scrimp. Commit your resources to making the  best video you possibly can.