Media Magazine

Silent Treatment

Posted on the 25 May 2016 by Themarioblog @garciainteract
Silent treatmentSilent treatment Silent treatmentSilent treatment Silent treatmentSilent treatment
Which of these two videos posted on Facebook are you more likely to turn the sound on for?

Reading this piece about the high number ---85% of video views---that happen with the sound off, reminds me of my days working with the great Ben Blank, for many years graphic director at ABC News in New York.  I was a young professor at Syracuse University and would descend upon Ben's studio workshop on Fridays to learn more about television news graphics---those over the shoulder visual treatments that are there to make us want to listen.  Ben was a master of his trade, and, together, we wrote a book at those graphics, Professional Video Graphic Design.

Ben used to tell me that he had no grand aspirations about those graphics he produced daily---sometimes up to 18!  The idea, he said, was to entice those who were watching TV with the volume off, to turn on the volume, simply because the graphic alerted them to a story of interest. So, if there was the image of a plane nose diving, with a burst of flames at the bottom of it, the viewer who may have been on the phone or reading a book, would look up and turn his attention to the TV, with the volume on.

Videos apparently are doing much of the same these days, in a very different platform, and mostly on social media.  We see that first image on a video and decide whether to turn the volume on or not. Except that this study tells us that large number of us (and I know I do this), simply look at the video, read the headline of the corresponding story, but never bother to turn the volume on. Like those graphics over the shoulder of the TV news anchor, the video may wish you want to hear, but not always.

Here is what we know about videos and Facebook users:

"As much as 85 percent of video views happen with the sound off, according to multiple publishers. Take, for instance, feel-good site LittleThings, which is averaging 150 million monthly views on Facebook so far this year. Eighty-five percent of its viewership is occurring without users turning the sound on. Similarly, millennial news site Mic, which is also averaging 150 million monthly Facebook views, said 85 percent of its 30-second views are without sound. PopSugar said its silent video views range between 50 and 80 percent."

This piece states it clearly, "while the first three seconds are critical, the video also has to be designed to capture attention without needing sound.” 

That first frozen image of a video carries more power and responsibility to hook us than we ever imagine.

Ben Blank would agree, as he knew that he had two or three seconds to convey the meaning of a story to those not paying attention to the words.  His advice is still as fresh today.

Silent treatmentSilent treatment
ABC News graphics created by Ben Blank in the 1980s.
TheMarioBlog post #2436
Please enable JavaScript to view the comments powered by Disqus. comments powered by Disqus

You Might Also Like :

Back to Featured Articles on Logo Paperblog

These articles might interest you :

  • Regulatory Failure

    Regulatory Failure

    When we think of the issues of health and safety that exist in a modern complex economy, it is impossible to imagine that these social goods will be produced... Read more

    The 23 April 2018 by   Dlittle30
  • Is Bulk Hand-Regging Domains Worth the Time and Money Invested?

    Bulk Hand-Regging Domains Worth Time Money Invested?

    From Ali Zandi to Josh E to Rick Schwartz, it’s alway interesting and entertaining to watch industry vets do their thing — especially when the topic is hand... Read more

    The 23 April 2018 by   Worldwide
  • Video: Spring Flooding in Yosemite National Park

    Video: Spring Flooding Yosemite National Park

    Heavy rains and rapid snow melt off have hit Yosemite National Park hard this spring. The park has had some of its more popular and iconic places closed due to... Read more

    The 23 April 2018 by   Kungfujedi
  • The Verdi Project: Rigoletto

    Verdi Project: Rigoletto

    In which our composer creates a sensation and changes the world of opera, forever. by Paul J. Pelkonen Tito Gobbi (with Renata Scotto) looking suitably... Read more

    The 23 April 2018 by   Superconductor
  • the Ship is Sinking

    Mishpacha Magazine (Hebrew edition) has been running an initiative recently promoting new young couples in the Haredi community take on their own mortgages... Read more

    The 23 April 2018 by   Gldmeier
  • Flower Power: Beyond the Beauty

    If we could see the miracle of a single flower clearly, our whole life would change.” – Lord Buddha. Life is a journey that is full of special moments; like... Read more

    The 23 April 2018 by   Meet Rv
  • Dress To Impress! 5 Dresses For Your First Date

    Dress Impress! Dresses Your First Date

    Are you looking to make a great first impression on a new man when you show up for your first date with him? Are you conflicted as to how to dress, what... Read more

    The 23 April 2018 by   Meet Rv