02 Mar Every Video Should Have Subtitles – Here’s Why
From powerful Nike ads to BuzzFeed’s Tasty cooking series, text overlays are changing the way we consume video online. Viewers have grown accustomed to seeing text and video together on social media, but beyond that, subtitles also serve another arguably even more important purpose: accessibility. Adding subtitles to your videos is a simple way to ensure that everyone who wants to consume your content can.
Accessibility is an important but often overlooked part of the video production process – but it doesn’t have to be!
Making your content more accessible
Content should be accessible to everyone who wants to watch it, subtitles open up your audience to millions of people, including the over 350 million people worldwide who are deaf or hard of hearing, as well as folks who are non-English speaking.
There is also a high demand for subtitles for the hearing population. Remember that 65% of online videos are watched on mobile, they’re using smart phones on public transport, scrolling through social feeds or watching videos at work without speakers. Research shows that captions help these viewers remember and retain facts, parse complex topics, and even build vocabulary.
Captions in video are just one small aspect of the greater movement towards more accessibility in tech—and one of the easiest fixes you can easily apply today. At Totalize Media we upload subtitles with every video we post, and people who otherwise might not have been able to enjoy your content now can!
Captioning videos is a simple way to open up your brand to scores of potential new customers. It’s puzzling why more professional content creators don’t add captions, especially when you consider the other benefits to marketing your business!
It boosts your SEO too!
Captions boost SEO, making it easier for people to discover your videos online. Since most of online media is not captioned, there’s a huge potential for growth via keyword strategy. SEO is especially important for video because Google currently favors informative videos for the top of its results pages.
When you implement a keyword strategy in your script, you can use the transcript to boost search traffic. For instance, if you are trying to target people searching for your new restaurant, you can work in relevant key terms such as “Glasgow Restaurant,” and “Great Food”
Keeping up with industry standards
Social media has helped make captioning your video an industry standard. If you’re not captioning your videos now, chances are you will be in the near future.
According to Digiday, Facebook users watch over 8 billion videos per day, and 85% of those videos are watched without sound. Some content creators have picked up on this trend early and have used it to their advantage. There’s a reason Tasty, NowThis, and The Dodo all have a similar look— and why all are viral successes.
For a user scrolling endlessly through a social media feed, it’s easy to skim over photos and auto-playing videos. Captions, however, can increase your chance of getting noticed and remembered.
Subtitles for the win!
Subtitles don’t just have to be a perfunctory or legally required add-on; they can be a vital part of your creative strategy. Fun captions are visually dynamic and can help you emphasize certain terms or words. In turn, your captions will look great on social platforms, expose your brand to new audiences, and make your content more compelling.
Stuart Hatch – Videographer – Expert Pizza Taster