Facebook says captions can increase a video’s view time by 12 percent

Facebook’s director of ads product marketing Graham Mudd says 40 percent of Facebook’s video ads do not effectively communicate their message unless sound is turned on. Facebook is trying to fix that by introducing auto-captioning for video ads. Advertisers previously had to embed their own captions or upload caption files, and the automated captions can be previewed before publishing. But importantly for all publishers, Facebook has found in its own internal tests that having captions increases video view times by 12 percent.