You see a lot of videos on Facebook—and a lot of those videos are ads. But Facebook knows that when you're sitting on the bus and scrolling through your feed, you don't want to hear an ad blare at you and annoy your seatmates. Now Facebook wants advertisers to rethink their ad strategy: it's not TV ads. It's TV ads with the sound turned off.

To help advertisers along, the company said today a few new features today that it will now include automated captions for videos. To make that possible, workers have transcribed over 50,000 video ads, Facebook says, to help train the captioning tool to become more accurate over time. Advertisers will also be able to review and edit the automated captions before posting the video ads.

This is important because the company says that most video ads are indeed watched without sound. In fact, Facebook says that when video ads pop up and play loudly without people expecting the noise as they're scrolling through their phones feeds, 80 percent "react negatively" toward both the advertiser and Facebook itself.

"Advertisers should take this into account when creating video ads, making sure their stories don’t require sound to communicate their message," the company said in a blog post today. "In one study of Facebook video ads, 41 percent of videos were basically meaningless without sound."

Captions, meanwhile, can help give you context when you're scrolling through your silent feed. Facebook says that including captions on video ads increases the amount of time people spend watching them. The company also recommends that advertisers show captions, logos, and products in ads, especially in the first few seconds.

For Facebook, video has become an increasingly important part of how you experience the service. We now watch more than 100 million hours of video on Facebook each day, the company says. Video is also favored by advertisers, who are willing to pay more to serve up targeted video ads than, say, banner ads. To help advertisers figure out how to best capture you attention (and, ahem, pay Facebook), the company is also rolling out new metrics to let advertisers, for example, see the percentage of people who have viewed their ads with sound.

This is not the first time advertisers have grappled with how we watch ads on social media. In fact, we noted that during the Super Bowl, a few ads seemed to have been made with the specific idea of working both on your TV as well as your phones. Facebook knows how you use its News Feed. It wants to make sure that its advertisers know that too.