Facebook Videos Switching to Sound-On Default: What’s Hot in Social Media

February 17, 2017

Social media is a game of changes and critical, timely moves. Sometimes a change pays off and disrupts the industry. Sometimes change falls flat. Facebook has been no stranger to both scenarios. This week, Facebook reversed a decision it made a year ago and made sound-on the default for auto-played videos. While some users may be upset about this change, businesses should generally benefit. Twitter, meanwhile, prepares to trim down its ad products more after suffering further losses.

More details on why this matters, and what else is happening in social media below.

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Facebook Videos Switching to Sound-On Default

Facebook published a research report in February 2016 which showed Facebook users prefer videos in their feed to autoplay with the sound off. In a surprise announcement, Facebook videos will soon play with sound on as the default.
Why does this matter?
Users have the ability to turn off the autoplay with sound on feature in their settings. Facebook reported that the sound will not override phone settings either. Despite the user’s feelings about the change, advertisers should be happy for one reason: sound has proven to help users emotionally connect with ads.

Facebook Commits to Third Party Audit, New Video Ad Options

Facebook announced in December 2016 that it reported inaccurate metrics to advertisers. It will undergo a new set of measures to help reinforce transparency and maintain advertiser trust.
Why does this matter?
Following the embarrassing news in December, Facebook is prepared to be audited by the Media Rating Council to verify the accuracy of the information they provide. In addition, Facebook will add more impression-level data, third party verification, and new choices for video buying.

Twitter Plans to Trim Down Ad Products

Twitter began to shrink its ad product after dismal Q4 ad revenue numbers. The platform saw little growth in monthly active users. Twitter is sitting at 319 million active users. Only up 4 percent year-on-year.
Why does this matter?
As Twitter is determined to course-correct and make itself known as the “best and fastest place to see what’s happening in the world and what people are talking about,” it will begin to shut down failing business components and focus on what is driving more revenues. The confusing nature of its ad product is what many believes is holding Twitter back.

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