Expect viewers to watch with no sound. The majority of social videos that autoplay do so with the sound turned off and research from Digiday shows that most people—up to 85 percent—never turn the sound on. If your video requires sound to be understood, it doesn’t stand a chance of capturing most viewers’ interest.

It’s important, to create a video that stands on its own with no audio track, emphasizing any visual components that make it appealing to the eye, and incorporating subtitles or text to convey any messages that require words. Take advantage of automated captions where they exist (like Facebook’s automated captions tool), or add your own—but also consider creating videos that convey much of their meaning through visuals alone.