Embracing the Silent Watching Trend: A Must for Marketers in 2024?
In an era of digital content consumption at an all-time high, a surprising trend continues into 2024: a significant portion of viewers still prefer to watch videos on social media without sound. Once a mere observation, this phenomenon has now been backed by a slew of statistics and platform updates that highlight the enduring relevance of silent viewing.
The Silent Majority
According to a report by Yahoo in 2023, an increasing number of videos on platforms like Instagram and TikTok are being equipped with captions as a standard feature. This shift is not solely focused on enhancing accessibility but also acknowledges a growing preference among users to consume video content without sound.
This trend is further supported by Netflix's update, introduced in March 2023, which allows TV users to customise the size and style of subtitles and closed captions. This development caters to the 77% of global streaming minutes consumed on larger screens, such as connected TVs and gaming consoles, emphasizing the demand for a more inclusive and personalized viewing experience.
Why The Trend of Silent Viewing?
There are several reasons behind the silent viewing trend. For starters, many people watch videos in settings where playing audio is inconvenient or considered disruptive, such as in public transportation, offices, or late at night with a sleeping partner nearby. Additionally, subtitles and closed captions greatly benefit the deaf and hard-of-hearing community and those who may not be fluent in the video's language.
In the absence of captions, marketers lose out on a vast pool of viewers who will skip their videos because they need captions to understand and engage with them.
People primarily play videos without sound on social media: (Verbit)
- 85% of Facebook videos
- 80% of LinkedIn videos
- 40% of Instagram videos
Back in 1919, a Verizon Media and Publicis Media study already revealed that 80% of Americans are likelier to watch a video to the end if it has captions.
All these statistics should serve as a wake-up call in an age where attention has been a competitive currency; ensuring that your content is accessible and engaging without sound is beneficial and essential.
But What Does This Mean For Marketers?
The Cost Of Ignoring Silent Viewers
Ignoring the silent-watching trend could be a costly mistake for marketers. Consider the potential reach and engagement opportunities lost by not optimising content for silent viewing.
In 2022, Conviva's streaming data analytics highlighted that 77% of globally streamed minutes occurred on large screens, where viewers are more likely to turn off sound or rely on subtitles. This preference extends beyond convenience, addressing needs for accessibility and inclusivity, making your content friendly for a wider audience, including those with hearing impairments or non-native speakers.
Stats That Underscore The Importance Of Adapting
The article from Verbit.ai sheds further light on the critical role of the increasing prevalence of silent viewing. Here are key insights and statistics that underscore the importance of adapting marketing strategies to these trends:
- Enhanced Viewer Retention with Captions
Research indicates that marketing videos' strategic use of captions is linked to improved effectiveness. Notably, there is a reported 13% increase in brand linkage, a 10% boost in ad memory quality, and an 8% uptick in ad recall, showcasing how captions reinforce marketers' messages with their audiences.
- Improved Video Completion Rates with Captions
According to a Verizon study, video captions lead to an 80% greater likelihood of a viewer watching a video to completion. Captions also have the power to engage viewers to the extent that 37% are persuaded to activate sound, drawn by the initial silent interaction with the content. This is particularly effective for viewers who might otherwise scroll past videos without sound or captions due to a lack of immediate context or relevance.
- SEO Advantages Via Captions
In reality, video advertisements can improve SEO rankings, but only when the search engine can identify text within the video. Consequently, adding captions to videos is an excellent way to increase the video's value.
- Accessibility For Individuals With Disabilities Through Captions
Captions go beyond a mere feature; they are a lifeline of connection for the 37 million deaf or hard-of-hearing individuals in the United States. The absence of captioning not only risks non-compliance with the Americans with Disabilities Act but also overlooks the profound value of inclusivity.
When deaf or hard-of-hearing customers encounter videos without captions, they may feel excluded, leading to potential platform abandonment. This exclusion signifies a loss of engagement and overlooks a significant economic opportunity – the $9 billion in discretionary income this community contributes. It's a poignant reminder that inclusivity in video content isn't just about adherence to legal standards; it's about embracing the entirety of your audience and recognizing the full spectrum of their value, both human and economic.
Silent But Professional Captioning
Having captions for video content is only beneficial if the captions are accurate. Some free captioning providers offer automated services, but if the final product is riddled with errors, the company promoting the video may lose credibility and alienate the audience.
Strategies to Engage Silent Viewers
- Incorporate Captions and Subtitles
As mentioned, many platforms now include captions by default. If you're creating content, ensure your videos have clear, easy-to-read captions. This will make your videos accessible and engaging for viewers who prefer or need to watch without sound.
- Visual Storytelling
Emphasize visual elements in your storytelling. Use expressive visuals, dynamic text overlays, and clear visual cues to convey your message without sound. Remember, content that explains itself visually can have an immediate impact.
- Engaging Thumbnails And Titles
Your video's thumbnail should be compelling enough to grab attention without pressing a single play button. Attract viewers with eye-catching thumbnails and clear, intriguing titles that give an idea of the video content without the need for sound.
- Customisable Viewing Experiences
Provide options for viewers to customize their viewing experience, similar to Netflix's subtitle and caption customization features.
- Design For Auto-Play Environments
Many social media platforms auto-play videos without sound. Design your videos to capture interest in the first few seconds, even without audio. This can be achieved through striking visuals or intriguing text overlays that draw viewers in.
The trend of watching videos without sound isn't just a passing phase but a significant aspect of how people consume digital content in 2024. If you want to remain relevant and practical, can you afford to ignore the silent-watching audience any longer?
From Mirror to Market
Lulu ✍︎
Trending
Skin Tone vs Undertone
My Dress is too Short - Now What?
About me
My professional odyssey over the past 25 years has been a journey through a kaleidoscope of fields- Technology, Hospitality, Art, Retail, and beyond. Yet, if there's one passion that’s remained constant, it’s the art and joy of styling.
COMING SOON
Free Authentic Style without Compromise Webinar
Make sure you get notified!