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Alex Yorchak
by Alex Yorchak
Jun 13, 2016
All Posts by Alex Yorchak

Why subtitles are key to your next Facebook video campaign

Are subtitles the key to your next facebook video campaign?

If you’re trying to leverage facebook video in your next marketing campaign, user engagement and video completion should be two of your top goals. Today, let’s start with the former.

AUTOPLAY

While the video starts automatically, audio features are muted when the video starts. This makes a lot of sense, as facebook understands that people just scrolling through their news feed silently don’t want to have audio suddenly blaring through their speakers. This is apparent by the fact that both Mic and LittleThings, facebook pages with 150 million monthly video views, say 85% of their 30-second videos are watched with the sound off.

ADAPT

With this in mind, Hotels.com recently lauched a very successful ad campaign (5 million views in the first 3 weeks) that pokes fun at the fact the majority of facebook videos are viewed without sound.

Therefore, brands should be treating Facebook video as if it doesn’t have any sound at all, making subtitles less of a feature and more of an absolute necessity. Inc.com said not including subtitles for a video may be “one of the biggest mistakes” marketers make on Facebook. 

ATTENTION

Besides being able to convey contextual information that would otherwise be lost when a video is muted, subtitles add an element of visual interest that can grab a user’s attention. Facebook's CMO Gary Briggs suggests companies start putting subtitles on the first few frames to capitalize on silent autoplay and to catch a viewer's attention.

Take this video for example. Now, despite the fact that the kitten is ridiculously adorable and absolutely everything, the video leverages subtitles to peak users interest in the first 3 seconds. Additionally, notice that the subtitles in this video aren’t just sitting at the bottom of the screen in a small, white font. The subtle motion graphic treatment makes them impossible to ignore.

When a user starts reading subtitles, it is more likely that they’ll watch the entirety of your video. Refinery29 also found that subtitles improved user engagement, increasing the number of likes the video got by 10% and increasing the rate of comments on the video by 29%.

So the next time you're creating a video that is intended for facebook, think about how the message would come across if it were a silent film. 

But if thinking about facebook video audience metrics doesn’t exactly get you excited, talk to the local experts at One Floor Up. We will spare you the technical details and get straight to doing what we do best.

Jon Flacke
by Jon Flacke
Apr 21, 2016
All Posts by Jon Flacke

Education: The Civil Rights Movement of Our Time

We’re proud to partner with organizations like Central Asia Institute, who work tirelessly to improve our world.  This year CAI is celebrating 20 years of work to combat ignorance and share the gift of education. 

These folks haven’t been content to take the easy road; they’ve left convention behind to work in some of the most remote and dangerous places in the world.
Where there are often no roads, no schools, and no hope.

One of the challenges of working with CAI is that most of their work takes place in war torn, extremely impoverished, and hard to reach places. They don’t often have the opportunity to send cameras into these areas. In the past we’ve overcome this lack of footage with animation, telling compelling stories that focus on issues rather than individuals. 

This time around we had the opportunity to sift through CAI’s archival footage – and absolutely fell in love with what we found.  Village elders who want to see their communities prosper, parents who want a better life for their kids, and children who dream of becoming doctors or politicians. We were able to pair this footage with newly recorded content from a local school. We hope the message is clear – the need for education is universal. 

Take a look at Central Asia Institute. They don’t do the work they do, in the places they do, because these countries are in the news or because that’s where the money is. They’ve worked in the region for 20 years, and CAI is committed to achieving lasting, generational change.

Alex Yorchak
by Alex Yorchak
Feb 9, 2016
All Posts by Alex Yorchak

6 Free Typefaces To Use In Your Next Motion Graphic Video

If your brand doesn’t have rigid brand guidelines, it may seem overwhelming when looking through the millions of typefaces at your disposal. In my first attempt to rid the world of the monstrosities that are Comic Sans and Papyrus, I thought it might be useful to share some free-to-use typefaces that integrate well with motion graphics.

Bulleto Typeface

Bulleto
Bulleto Killa shares a lot of traits with the very overused Lobster. In addition to being a great replacement for lobster, it comes with free swishes and ligatures that are super easy to integrate. This typeface is free, but the rest of the font has to be purchased.

Futura Typeface

Futura
Futura bold has been my absolute favorite typeface since college, and I still find myself using it regularly today. A condensed font with clear lettering, futura is the perfect choice for lower third graphics and infographic data.

Noodle Typeface

Big Noodle*
A fantastic font for titling and short form text. It’s a condensed font with bold forms and a slightly futuristic edge. The sharp corners give this one a little attitude.  So what’s the asterisk for, you ask? Its free for personal use, but a commercial license costs $15. 

HNBEO Typeface

Helvetica Neue Black Extended Oblique

You have to hand it to Linotype on this one. They knocked it out of the park with Helvetica Neue. With tons of font choices, Helvetica Neue Black Extended Oblique is just one the many styles in this flexible font family. Its also a terrific action font, and one that holds up well when converted to 3D for things like movie trailers.

Bebas Typeface

Bebas Neue
There is perhaps no typeface better suited for short-form text than Bebas Neue. The letter forms are clean and bold, making them easy to read and understand quickly.  However, it does have limitations. As a caps-only typeface, it is not ideal for use in lengthy text blocks.

Simplifica Typeface

Simplifica
Aptly named, Simplifica doesn’t mess around with serifs or unnecessary design. A slightly condensed sans-serif typeface featuring thin line width and high positioned caps-height, favoring legibility. A simple and clear typeface.