Will Hubris Be Facebook's Downfall?
Facebook has revealed it may change the way viewers watch… or listen to autoplay video. A small group of users have seen a message from Facebook that not only explains that autoplay videos with the sound on by default may be on the way; it positions it as a benefit for its users as well.
"Now, it's easier to enjoy video. We're always working to make Facebook a better place to watch videos. That's why videos now play with sound on automatically. Use the volume icon on any video to make the sound right for you.”
That is some statement. It certainly makes Facebook a better place to watch videos for Facebook, but for users, not so much. To be fair, users can turn off autoplay sound in Facebook settings, but that will, in most cases, be prompted by users annoyed by Facebook’s move in the first place.
Facebook Users are Patient
This isn’t the first time Facebook’s forced something upon its users they might not like. Even autoplay video from Facebook was an issue until users slowly got used it, and Facebook video ads have since become some of the best performing assets brands can leverage on the platform.
Facebook users are both surprisingly vocal and forgiving. They will complain about new products. They complained about the News Feed when it first launched only to make the News Feed one of the most copied and most compelling user experiences on the Internet.
Facebook knows how to launch products slowly and tweak from there. It’s doing that now with ads on Messenger, but autoplay ads with sound on are an oddly obtrusive change to a platform users often turn to while watching TV, standing in line and many other places (e.g., meetings?).
Why Do This?
Despite the pressure Facebook’s put on Snapchat thanks to its endless (and shameless) rollout of one feature after another of Snapchat-inspired features, Facebook’s not about to relent. Snap Ads play with sound as they run interspersed with Snapchat Stories, which are typically viewed with sound on. Facebook videos don’t work like that. They run adjacent to photos, texts, links and (yes) videos, but scrolling through the News Feed isn’t an audio-rich environment.
Snapchat has sound. Facebook doesn’t. And this move is clearly meant to position Facebook as an equivalent video ad experience to Snapchat with the reach of Facebook.
Is a Poor Experience Worth It?
Facebook’s gone down a path like this in the past, and each time it does, it ends up in Facebook’s favor. Still this goes beyond delivering a poor experience to users. It makes the News Feed a powder keg of potential annoyance. It goes against how people use the platform.
This move may be a step too far for Facebook’s platform envy because it doesn’t give users anything. It takes something away. Facebook is putting a big reliance on its size to push user patience. Now, people have options. Most of them are owned by Facebook… but there are options, nonetheless.