While most social media users still favor the silent feed, it's important to remember that more and more viewers are turning up the volume while browsing. Although having sound ready on your videos isn't a must, being prepared can give you an extra advantage and help you catch the attention of both sound-on and silent viewers.
And the good news? You don't need to add any extra time to your workflow to make it happen.
In this article, we'll explore the state of sound on various social media platforms and explain why preparing your videos for viewers who turn the sound up can make a huge difference on social media.
We'll also show you how to do it effectively and effortlessly with music, so your videos keep your audience engaged, whether they're watching with sound on or off.
So grab your headphones and get ready to dive into the world of sound-off and sound-on video success.
Does sound matter on these social media platforms?
While the silent feed is still favored on many social media platforms, sound can still play an important role for those who choose to turn it on.
Understanding the ways in which sound can enhance the viewing experience on each platform is crucial for creators looking to optimize their use of audio.
When it comes to LinkedIn videos, the device viewers are using is likely to determine whether or not they are listening with sound.
A survey among LinkedIn members found that 56% of people watching videos on their desktop or laptop usually have the sound on, compared to only 37% of those watching on their mobile devices.
However, with 29% of mobile video viewers saying that they watch with a mix of sound on and off, many can be persuaded to turn the volume up if you capture their attention with the right text and visuals first.
You've probably noticed that most videos on Facebook don't have sound, right?
That's because about 85% of users watch them on mute. As far as ads are concerned, nearly 80% of users on Facebook watch ads without sound. This means the time you took to find the perfect song for your Facebook video might not have been worth it.
But here's the thing: a recent study by Facebook shows that 80% of stories with voiceover or music in stories drive better results than those without sound. So it turns out that sound matters more than we thought depending on where you post your video content on the platform.
Instagram basically follows the same trends as Facebook in terms of video sound. People scrolling through their feed usually have the sound off, but when it comes to Instagram Stories, 60% of people turn on the sound.
However, due to reels and more TikTok content being shared on Instagram, more people are actually turning up the volume to watch videos.
TikTok is all about sound! They're a 'sound on' platform, meaning users are meant to turn up the volume to fully engage with the content. According to TikTok, half of its users think music makes content more engaging and energetic.
In addition, brands that use TikTok's music have seen a 120% lift in awareness.
And guess what? 88% of TikTok users believe sound is essential to the overall TikTok experience.
On YouTube, people usually watch videos with sound on — this goes for both video content and ads.
In the US, 60% of YouTube users watch ads with sound, and in the UK, it's even higher at 65%. So, if you want to create awesome video content on YouTube, then sound is definitely something that you want to pay attention to.
Does sound make a difference for those who turn it on?
Unless you’re only on TikTok and Youtube, most of the time sound is not a make-it-or-break-it when it comes to video content.
However, when viewers do choose to turn up the volume, does it make a difference?
Here are three benefits of adding music or sound to videos:
1. Increased viewer engagement
Music and sound effects can help capture and maintain viewers' attention, leading to increased engagement with the video.
2. Improved brand perception
High-quality sound can enhance the overall production value of a video, and can help convey a professional and polished image of the brand.
3. Enhanced emotional impact
Music and sound can help create an emotional connection with viewers, making the video more memorable and increasing the likelihood of viewers taking action, such as making a purchase or sharing the video.
So while sound may not always be necessary, it can be a powerful tool to enhance the impact and effectiveness of your video content.
"Design for sound off, delight with music on"
When it comes to creating videos in today's fast-paced world, where content can be shared across various platforms, the best thing to do is focus on creating quality videos that viewers can watch without sound.
At Storykit we always say, "design for sound off, delight with music on". This means focusing on creating visually compelling content that can stand on its own and then adding music as a secondary component to enhance your video.
Creating great silent videos can be achieved by incorporating elements such as text overlays, branding, and background visuals that enhance the story you're telling.
Don't focus on creating time consuming voiceovers when most of the time they aren't even turned on.
Once your video passes the silent test, then you can move on to the next step and add music to take your content to the next level. This shouldn't take long. If you find yourself spending just as much time looking for the perfect tune as you did crafting your masterpiece, it might be time to re-evaluate the way you're working.
At Storykit, we offer a top-notch music library that simplifies the process of adding a captivating soundtrack to your video, eliminating the need for extensive hours of searching. With our solution, you can grant your viewers the freedom to personalize their viewing experience and guarantee that your video will be outstanding, regardless of the platform it's shared on.