Why a Hero Film has no sound

Open your own homepage and count the seconds before anything moves. Then open it on a phone, on cellular, with the sound off, which is how almost everyone will actually meet your product.

Muted is the default, not the exception

A homepage hero autoplays muted. A feed autoplays muted. A Hero Film is authored for that instead of apologising for it, which means it has to carry its whole argument with the sound off. If it only works with audio, it does not work.

A beat grid replaces the voice

Narration is a clock. Take it away and you need another one. We declare a grid at 120 beats per minute and land every cut on it, so the film keeps time without anyone speaking. The hook is legible by three seconds, the cuts fall where a viewer expects them, and the rhythm does the work a voice would have done.

Sound is what the Narrative tier is for: two to five minutes, narrated, with word timestamps driving every beat. But the thirty seconds sitting above your fold is silent on purpose.