In this lesson you’ll learn:
When to use sound and…
When not to use sound (emoji ha!)
EVERYONE KEEPS SAYING “OPTIMISE FOR SOUND-OFF” BUT… IS THAT ACTUALLY GOOD ADVICE?
In Vidsy's first live workshop we used to show this Vodafone ad:
Once the ad was over we'd ask people if they liked it. Everyone always loved it and we like it too. It's emotional and a cute story about a kid who uses Vodafone to help his entrepreneurial dad.
The question is, would this ad work on mobile?
Apart from being too long and missing out branding and overlays, it depends too much on sound. Without sound, the ad loses too much.
According to Facebook, 85% of the videos are watched with sound off. Yet less than a quarter of Ads on Facebook were rated understandable without sound!
SO, SHOULD I ALWAYS OPTIMISE FOR SOUND OFF?
In 2014 the answer would be yes. Now, things are not that simple. As a rule of thumb, optimise for sound-off. It allows your audience to instantly understand your content in any setting.
Having said that, there are a few new video ad formats in the market that leverage sound:
+60% of Snap Ads viewers consume the ad with sound on
Instagram says 70% of watched stories have the sound on
At Vidsy, we watch all ads with no sound to make sure the story comes across clearly without it. For the more immersive formats, generally full screen vertical ads, sound plays a bigger role, and you should use it.