BRETT ESSLER

Text-driven, sound-off social video

A 2016 Digiday story reported that “85 percent of [Facebook] video views happen with the sound off.”

At Columbia Business School, one of the primary goals of our social video effort is to promote faculty and alumni though leadership. Our video content tends to be heavily-branded and driven by the subject’s narration, but to address trends in social video viewing habits we have begun testing sound-off, text-heavy video.

Here are two recent examples of social-first videos I developed:

Professor Silvia Bellezza’s research on the “Red Sneaker Effect”

Siggi Hilmarsson of Siggi’s Icelandic Yogurt

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