By putting videos on mute autoplay in News Feeds, Facebook is redefining the way they are used by marketers. It’s no longer enough to film a catchy clip and then slap it on the social network. Publishers like Buzzfeed and WSJ now rely on images that can be understood without audio, as well as text overlays and title cards.
This presents new challenges for social media managers. Fortunately, they can turn to a group of content makers who were ahead of the curve by almost a century. Though most of these people—including Georges Méliès, F.W. Murnau, and Robert Wiene—died long before Facebook launched, their work is now more relevant than ever.