Top six reasons you should caption your social media video content


30 second summary:

  • Video marketing is more than a trend. It is mandatory. But most companies are leaving a key component to ensure consumers include their videos: titles and subtitles.
  • Titling videos in English or subtitling them in other languages ​​has been shown to greatly increase the success and accessibility of online video content.
  • Adding captions, subtitles, or a transcript to videos allows Google to index the entire video index instead of just the video title.
  • Headlines and subtitles ensure that videos are accessible to all: people without volume and 37.5 million Americans who are deaf or hard of hearing.

No matter what industry you’re in, video content is likely to be part of your marketing strategy. And if it isn’t, it should be. According to a Report by CiscoBy 2022, online videos will account for more than 82% of users’ Internet traffic 72% of users will learn about a product or service through video. Still, videos aren’t some magic token that will take you to the next level of marketing success and customer engagement. The landscape of online landscaping is becoming more and more competitive. You don’t just need users to slow down their book, you need to engage them. And when it comes to video content, the solution is simple, but often overlooked: closed captions.

Titling your videos in English or subtitling them in other languages ​​will greatly increase the success of your online video content. As a professional captioner and subtitler, I’m here to help you understand:

1. Google can’t watch videos, but it can crawl captions

If you want to improve the SEO of your video, adding titles is a quick and easy way. Search engines like Google may not see your video content, but they can crawl your titles or transcripts and rank your videos based on what they search for. While your video will also be sorted for SEO by its titles, descriptions and tags, captions will further increase the density and variety of your keywords.

Google can't watch videos but can read captions

The next time you create video content on Horizon, be sure to include that keyword in the script, because it pays off when it comes to video performance and SEO results. Will do

2. Video captions promote greater social engagement

Adding captions to your videos is almost a guarantee of engagement, interaction and conversions. According to A case study through Instapage, Call-to-action clicks increased to 25% after adding captions to their Facebook videos. Another study found that titles increase viewers’ time spent watching videos By about 40% And make viewers 80% more likely to watch videos to the end. Add titles directly to video titles to see clicks, overall viewing time, and longevity.

3. Most people don’t (or can’t) turn on video sound

Have you ever scrolled through insomnia through Facebook for fun while your partner sleeps comfortably with you? Or decided to peek at your feed during a boring class lecture? Or what about a ride on a public bus, a cup of barley at your favorite coffee shop, or a solo meal? In all cases, playing loud videos is not ideal or socially acceptable.

How captions support video experience without audio

as much as 85% of Facebook videos are played without sound. This means that, if you do not have captions on your video, it will be left to anyone watching it with the mute button, which can be a huge part of your target audience. If you want to make sure your followers can see your content wherever they are, do your part by adding captions.

4. Headlines promote comprehension, memory and attention

Hundreds of studies have shown that captions improve comprehension, attention, and memory of video content. I am an English speaker, but my husband is Spanish. In order to improve our understanding of TV shows and movies in English, we always watch content with titles. I was surprised to learn that it has also improved my understanding of the content, and now I watch all the video content with subtitles, whether my husband is sitting with me on the couch or not. The best way to ensure this is to get your eyes on your home and leave a mark on your audience.

5. Captions make videos more engaging and accessible

More than 37.5 million Americans are deaf or hard of hearing, so video audio has no purpose for this group. And only 36% of organizations Title all of their video content. So why not to the right of that number? Without captions, you lose contact with too many audiences. But remember, it’s not all about business and money, it’s just a matter of making sure your video content is for all viewers.

6. Most of your viewers probably live outside your country of origin

Making your content available worldwide is another way to increase your reach and the impact of your video content. According to YouTube, “About two-thirds of the channel’s ideas come from outside the creator’s home.” Think about it: a large segment of your audience may not fully understand your message or may not be able to put your call into action. It’s a deep pool of potential customers that you don’t remember.

View your analytics, find out where your audience lives, and consider creating subtitles in other languages ​​to reach new markets. Make this a very strategic decision. Quality translation and subtitling is an investment, so you’ll want to make sure you choose the right language (s) to reach your potential markets.

A word of caution: Resist the urge to DIY your titles and subtitles

While there are free machine translation, transcription, and captioning tools available in the market, take it from me: You don’t want to DI your video captions. Leave it to the experts.

Captioning and subtitling is a skill in itself, and without training and experience, can be a time-consuming and delicate task. Headings and subtitles must adhere to strict rules, including character limits, reading speed, and gesture and out time (when text appears on the screen and when it is removed from the screen). It is difficult or impossible to read titles and subtitles at the wrong time, which defeats the purpose of having a title or subtitling in the first place.

A word of caution on DIY captioning

Use resources such as Directory of the American Translators Association (Go to “Translation Service (s)” and select “Dubbing / Subtitling” from the drop-down list) or go to GoSub’s job board to find professional subtitlers or captions.

Don’t spend a lot of time, money and effort creating perfect videos and make sure your message reaches as many people as possible. Well-titled and subscribed content will increase your ideas, increase engagement and understanding, and improve the overall success of your social media video content. Also, for once, this is a quick and easy marketing fix that can make a big impact!

Molly Yuri is a Spanish to English translator, professional captioner, and subtitle. He is also the Deputy Chair of Public Relations American Translators Association (ATA), which represents more than 10,000 translators and interpreters in 103 countries.

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