The Rise of Video Ads (With and Without Sound)
Video continues to dominate Facebook advertising. But here’s a twist: 85% of users watch Facebook videos with the sound off. So where do sound effects fit in, and can they actually boost your ad performance?
The short answer: Yes—but only when used strategically.
1. Sound Effects = Emotional Boost
Subtle audio cues—like a satisfying click, a playful pop, or a soft swoosh—can enhance:
- Emotional tone (excitement, calm, urgency)
- Product interaction realism (taps, clicks, switches)
- Narrative momentum in storytelling
These effects help guide the viewer’s attention and make the experience feel more immersive—especially when paired with strong visuals.
Example: A fitness brand using a heartbeat sound under a workout clip to build intensity and drive action.
2. They Work Best With Captions
Since most users watch on mute, don’t rely on sound effects alone. Pair them with:
- Bold, animated text overlays
- Subtitles that match tone and rhythm
- Visual prompts that match the audio cue (e.g., button flashes with a ‘click’ sound)
This dual approach ensures your message lands—with or without sound.
3. Performance Metrics That Benefit
Here’s where sound effects have been shown to improve performance:
- View-through rates (VTR) – when effects add cinematic flow
- Thumb-stopping rates – when sound complements movement
- Brand recall – especially if sounds are part of a recognizable identity
- Conversion rate – when effects reinforce action cues (e.g., “Add to cart” click)
Brands that use branded audio stingers (short 2-3 second sound logos) often see higher ad memorability.
4. Test Sound vs No-Sound Variants
To know what works best, run A/B tests:
- Version A: Video with music and effects
- Version B: Silent with captions only
- Version C: Captions + effects only (no music)
Use insights from Ads Manager or tools like Adsspeed to monitor click-through rates, engagement time, and bounce rates.
Pro tip: In emerging markets where mobile sound is ON more often, sound effects may have higher impact.
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5. Keep It Subtle and Purposeful
Bad sound effects? Instant turn-off.
Avoid:
- Overused whooshes or crashes
- Loud, jarring noises
- Effects that don’t match the visual flow
Less is more. Aim for clarity, cohesion, and sound design that elevates rather than distracts.
Final Thoughts
Sound effects can absolutely boost performance in Facebook video ads—but only when used thoughtfully. Think of them as a spice: just enough can elevate the dish, too much can ruin it.
