Facebook Video Autoplay: Publishers Can Benefit
As a publisher, this change is a major shift and should impact how you create and post video on Facebook. Currently, video that performs best has been the kind that did not need sound. Look at the list of Facebook’s top publishers in January, and then look at their content. UNILAD, LAD Bible, Viral Thread and others share visual story content. Whether it’s a Dog Terrified of a Puppy or Dad Level 9000, successful video gets attention from title and visuals. Sound is optional, and while it may add to the experience – it did nothing to attract a viewer.
This change flips the script, and now sound matters. As a publisher or a creator, you now three opportunities to get a viewer’s attention. You can engage them with a good title, with great story content, and with engaging audio.
To find the real key to unlocking this opportunity, we need to look at the second part of the audio change. Sound will fade in and out as you scroll towards and past it. The closer you get to the video in your feed, the louder the sound is going to get, and quieter as you scroll away. While Facebook hasn’t said it explicitly, the ‘living’ way that audio will fade lends itself to music. Fade in and fade outs have always been a way that music fits organically within a video. Now, that effect will help to draw viewers to your videos.