Design for sound-off by default—that’s the best practice across most platforms today.
Here’s why:
The majority of users scroll with sound off, especially on Facebook, Instagram, and LinkedIn.
Platforms like Meta even optimize autoplay videos without sound, so your message needs to land visually first.
So when creating video ads:
Use captions or on-screen text to convey key points.
Rely on strong visuals and fast-paced editing to grab attention.
Design your hook in the first 3 seconds, without needing audio.
If sound adds value (like a voiceover or product demo), it’s a bonus—not a requirement for the viewer to understand the ad.
Tip: Always assume sound-off—if the ad works muted, it’ll work even better with sound on.
