The default state of the mobile user is "Silent Mode". Browse the subway or a coffee shop—screens are flickering, but headphones aren't always on. If your creative relies on a voiceover to explain the product, you are invisible to 85% of the feed.
Visual Text Overlay
Every key value proposition must appear on screen as text. Kinetic typography—text that moves and interacts with the video—is performing 3x better than standard subtitles. It makes the reading experience part of the aesthetic.
Test your creative by muting your computer. Do you still understand exactly what is being sold and why you should want it? If not, rewrite the visual script.