Video content is now more widespread than ever on Facebook. However, when you’re sitting on the bus and scrolling through your feed, you don’t want to hear an ad blare at you. Now Facebook wants advertisers to rethink their ads: it’s not video ads. It’s video ads with the sound turned off.
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Subtitles and text overlays aren’t necessary for all ads, but should be used when the subject matter is predominately verbal, feature people in action, or when you’re trying to explain a scene. Facebook also says that including text overlays on video ads increases the amount of time people spend watching them.