There was a time when people seemed to get angry about autoplay video, with Fairfax in Australia getting a kicking a few years back. Now it seems to be part of the online furniture. Instagram and Facebook launched auotplay video in 2013 and Twitter has also just announced it. But as those videos don’t play with sound unless users click on them, brands and publishers are adapting to an era of silent video marketing—and, just as some have done with pre-roll ads, they’re starting to find some creative solutions.