Facebook Is Now Offering Automatic Captions for Brands Silently Playing Videos

Each second of attention has a huge impact on brand recall

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Closed captioning will now be brought to you by Facebook.

Starting today, the Menlo Park-based company will begin offering two lines of automated captions in branded videos for free. The addition could be a new way for marketers to still use the silent autoplay feature while getting more messaging across. The update is meant as a way to give users more reason to watch videos rather than just scrolling by.

According to Facebook's ad products marketing director, Graham Mudd, that means brands need to insert their message as quickly as possible before users move on.

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