Ashish Patel

So, um, you know, we, we definitely use, uh, text on screen and, uh,

The primary point of that is to make sure that our videos are what we call volume-agnostic, so you can enjoy them with the sound off and totally get the full context of the piece, but clicking in and listening to the volume is purely additive.

Again, this really is us thinking about the endpoints in which users are seeing our content.

Most of our audience is interacting with our videos on mobile,

In a lot of cases, when you're viewing a video on mobile, you're not in a place where it's appropriate to have your volume on.

You know, you're in a meeting, you're in line somewhere.

Generally, people just have their silent, the ringer off.

So we just plan for that by saying, you know, let's make sure that people can kind of read through these videos as well.

And we've seen that that's been a massive trend that we've driven specifically on Facebook video.

Um, so I wouldn't say that it's, uh, it's something that a lot of people wouldn't expect, but, um, Facebook video is good stuff.

Well, Facebook video is definitely, uh, where we're seeing the most traction in terms of viewership.

Um, we can see, you know,

the reach on those assets compared to things like links and photos are absolutely, you know, four or five, six times higher.

So, you know, you could tell that the platform is definitely preferring video.

The one thing that I could say that has been a really positive signal for us, and we've seen a correlation in is, you know, really trying to optimize on retention.

So the more time people spend with our videos, the better they do.

So in terms of kind of a,

a trigger signal when you're looking to play in Facebook video, definitely try to maximize your retention.

So again, think about the context on Facebook video in which most of your users are going to interact with you.

It's in autoplay and newsfeed.