Because a lot of mobile video content is watched on mute, marketers now need to focus on creating highly engaging visual content that hooks a viewer without the aid of sound. Below, nine Forbes Agency Council members explain how to do it.
1. Use Movement That Counters The Direction The User Is Scrolling
One great way to grab someone's attention is to start your video with a physical or animated camera move that counters the direction the user is scrolling. This creates a compelling optical illusion that draws the eye in. To enhance this effect, use color, pattern, typography and a strong color palette or gesture that focuses the eye toward the middle of the frame. - Darryl Mascarenhas, LivelyGroup
2. Create Personalized Dynamic Ads
Personalized dynamic ads reach your customers in real-time. Such ad creatives speak to your customers with pinpoint accuracy to the right people at the right times. The video and audio elements to the ads are a secondary benefit after the potential customer has been visually enticed and reminded of what they were previously researching and "window shopping" for. - Timothy Nichols, ExactDrive, Inc
3. Keep It Simple
Our video production team believes that the critical key is to keep it simple. With video, less can be more. A video should show all the features of the product and give the potential buyer a better understanding of how they can experience the product after purchase. Simple additions to videos, such as a rotation of a 360-degree view of the product, could go a long way. - Greg Lee, DRUM Agency
4. Treat The Video Like A 10-Second Pitch
This is the ultimate 10-second pitch. How does your product impact, simplify and add value to the customers' day-to-day life? How is it different? How is better? Answer these questions in a visually stunning way while highlighting the best aspects of your product. Remember, if a prospect is on Amazon, they're already in "buying mode." You just need to give them a reason to buy yours. - Bernard May, National Positions
5. Use Sound As An Added Layer
The tactic Zappos uses for videos is terrific -- they’re well-produced but not a sales pitch, just a model/spokesperson walking in the shoes and pointing out details in the product. You don’t need sound to get the message, but if you do listen, you get an added layer of detail. - Brian Sullivan, Sullivan Branding
6. Tell A Concise Story
When creating videos without sound, it’s important to tell a concise story with the message clear in the first few seconds. Make your branding prominent by including your logo at the beginning of the video, and continue to showcase it throughout the spot. Focus on bright colors and eye-catching movements that capture attention, not on storylines and narratives that will be lost without audio. - David Shadpour, Social Native
7. Focus On The First Three Seconds
Short video with no audio is the hallmark of Instagram, Facebook and now programmatic, and even Amazon is testing it. The key is to intrigue users in the first two to three seconds to choose to watch what comes next. This takes a tiny plot hook, visuals that jump out, and generally some on-screen text to help create audio in the user's head. You'll also need a bunch of testing to figure out what works. - Michael Mothner, Wpromote
8. Choose Powerful Imagery
Your first shot should be dramatic and your image inspiring and larger than life. A still shot of a product sitting on a white space won't work. A woman dancing in flowing red silk will immediately grab the eye. Use powerful motifs, color and imagery to grab attention and keep it. - Brandon Stapper, Nonstop Signs
9. Include Closed Captions
You can look at YouTube and see that they are now using captions in the feed. Facebook is also doing this now. You can also check multiple videos before selecting which one you would like to watch, just by reading while it auto-plays. I would imagine they found it very effective in beta before adding this feature. It makes it easy to see what a video is about. - David Kley, Web Design and Company
