Facebook Ads with Auto Sound

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Photo by Sean MacEntee Facebook Ads

Testing New Facebook Ads

Changing coming to Facebook ads. One of the things In recommend in my book, Conversation Marketing, is the use of video in ads with transcripts. Not just embedded YouTube, but Facebook native video. AllthoughFacebook has inexplicably taken away one of my favorite things about video ads, the ability to embed a button with a link to a landing page, i looks like they might be giving us something back. According to an article in Advertising Age, Facebook has started testing auto sound when scrolling by a video ad.

I’ve got mixed emotions about this. As a Facebook user, I think I’d find it annoying. I’m one of that 30% of Facebookers that will watch the video with the sound turned off almost every time. If the video doesn’t include captions, I’m more inclined to skip past it than enable the sound. In fact, Facebook’s own internal studies indicate that 80% of users hate the idea. Never let user experience interfere with profits, though; at least that appears to be their model.

Here’s what a Facebook spokesman had to say.

We’re running a small test in News Feed where people can choose whether they want to watch videos with sound on from the start,” a Facebook spokesman said. “For people in this test who do not want sound to play, they can switch it off in Settings or directly on the video itself. This is one of several tests we’re running as we work to improve the video experience for people on Facebook.

As a consultant, I don’t recommend this. I’d say stick with quiet autoplay and captions till this has been well and truly tested. There might some point where this is widely accepted by the audience, but if you know going in that 80% of people are going to hate it, they aren’t going to blame Facebook, they’re going to blame you when they get annoyed. Not the best way to win friends and influence prospects.

You can read the original article in full, here.

Photo by Sean MacEntee

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