Do You Really Need Sound in Your Instagram Stories? [New Research]

Since the dawn of Stories features across social media platforms, many brands have asked, "Should we make Stories with or without sound?"

While some people love to get the full experience of sight and sound while they watch Stories on various platforms, others watch this type of content when they're on-the-go.

Because many mobile users are often in public, standing near people, or even in at school or work when they watch Story content, they might choose to watch with the sound off.

故事平台甚至讨论了此元素是否必要。最近，来自bob官网官方网站营销Land指出，Snapchat鼓励创作者在他们的故事中包括声音，而Facebook则说。

But, what about Instagram? Are people turning off their sound to watch Stories on this platform? Or is it still worth creating Stories that rely on audio elements?

This question is such a highly debated topic that I decided to ask consumers to weigh in.

To do this, I used Lucid software to ask over 350 people the question, "How often do you watch Instagram Stories with the sound on?"

当我收到结果时，我对消费者群体所说的话感到非常惊讶。

在Facebook之后，Instagram的所有者宣布85% of its own platform's userswatch videos without sound, you might think that many Instagram users also watch content -- like Stories -- without audio. But, then again, if you're aSnapchat userwho's more accustomed to watching videos with the sound on, you might assume that everyone else has a similar preference.

但是,当它来到了民意调查,the results were a fairly mixed bag.

在观看Instagram故事的受访者中，有56％的人说他们看着“有时”的声音，而29％的人说“总是”。只有一小部分消费者说，他们从不观看声音的故事。

数据源：清醒软件bob电竞官方下载

那么，“有时总是”的回应对营销人员意味着什么？

根据故事内容是什么，您不必太担心是否需要声音。如果您需要它讲一个更好的故事，那么您仍然可以放置不满意的内容。而且，如果您的内容更多的照片，交互式贴纸或文本较重，则无需购买音乐或创建声音以使其引人入胜。

要记住的一件事是，如果您有一个需要听起来可以理解的故事，那么您可能希望使人们能够让人保持沉默。

For example, if you interview someone, you could include a "Sound On" disclaimer, or subtitles that appear at the bottom of the video, This way, viewers will either be able to read from the subtitles, or they can return to the Story when they're able to turn on their sound.

To give you a visual example, here's what an Instagram Story with subtitles might look like:

资源：可混合

3个无声音的Instagram故事

最终，如果您想节省金钱，时间和精力，则可以完全发出声音。但是，当您这样做时，您需要确保您的视觉内容既诱人又有信息，以便用户可以理解并与故事互动。这里有一些很好的品牌例子。

Starbucks

Starbucks uses Stories to share customer testimonies, new product launches, and other interactive content. These aspects of promotional content are not only interesting for viewers and prospective customers -- but additionally -- they don't require sound.

在一个例子中，星巴克要求观众猜测哪种饮料正在回来。在故事的下一页中，该品牌分享了最佳的基于文本的答案，并揭示了S'mores Frap和Image。为了添加一些额外的互动性，观众可以对他们喜欢哪种类型的S'mores Frap进行投票，并猜测视频中显示了多少个S'mores。

Harvard Business Publishing

哈佛商业评论通常以管理，专业精神和职业生活技巧为中心。尽管HBR在其Instagram故事中发表了视频和内容，但他们经常将长篇文章的内容调整为删节的故事。

在这些改编的故事中，您通常会在每页上看到文本，民意调查或测验的贴合，而不必听音响或视频才能理解内容。

为了使他们的基于文本的故事更有趣和引人入胜，HBR接受了Instagram的民意调查，测验和其他互动故事功能。但是，该出版物还通过将自己的互动性转移到故事中来创造性。

In the example below, the publication shows users a burn-out checklist which they can screenshot and check off. The story then gives you advice on what to do if you checked any of the boxes.

HubSpot

At HubSpot, our social media team will occasionally post Stories with sound, but usually, they leverage quizzes, polls, and short blurbs of text to tell a compelling story without sound. Here's a recent example where our Instagram Story highlights a new DM feature on the platform:

在上面的示例中，我们的社会团队包括一些文本的小型藏书，以充分告知观众我们正在讨论的主题。为了让观众娱乐，我们的社交团队在故事中包括图像和相关的GIF。

How to Create Engaging Silent Content

准备创建您的第一个完全有利的Instagram故事，或者至少在内容策略中包含无声内容？

To get started, it can be helpful to熟悉所有沉默但仍在吸引人的功能you can use on Instagram Stories. Then, if you're interested in branching out with silent content on other platforms, check out this great创建无声视频的指南.

Need more examples of soundless content?点击这里对于无声视频示例的摘要。