Marketers create video content without sound to suit Facebook
While there has been a surge of audio-enabled advertisements on Snapchat, marketers are not rushing to create audio-specific content. Instead, advertisers are making more use of muted videos with captions and subtitles in an effort to tailor their ads towards Facebook users. This comes after we reported last month that 85% of Facebook video content is viewed without sound. Some brands have said that they will begin the move towards audio-enabled content when they produce something so desirable to the user that it might be saved and replayed.

For the past year or so, Facebook has conditioned advertisers and publishers to create video that can be understood without sound, as more clips that play automatically (and silently) when users scroll fill news feeds.

With 100 million hours of video viewed every day and the explosion of autoplay and live video outside of Facebook, the push for muted clips has been widely pitched by social platforms and ad-tech companies alike. So, it is a bit surprising that Snapchat claimed earlier this month that two-thirds of its 10 billion daily video views are viewed with the sound on, the app's default setting.