Audio is an essential component of video. Of course. Words and music strengthen the informative and emotional impact of video, whatever the final use (corporate communication, news media, advertisement…).
Several statistics show yet that sound is becoming more and more intrusive for many users (me included, what about you?). An example: 85 percent of Facebook video is watched without sound (source: Digiday). These silent videos rule over Facebook, simply because the social network has launched in 2017 the “autoplay” feature, which automatically launches videos in your timeline… without turning on audio.
Browsers, like Chrome for example, also decided to block autoplay videos with audio (it already happens to you, I’m sure: you are in a public place and an unexpected video is launched with the sound on? You quickly close the app or site you are on. Disastrous effect for the brand or the media!).
In this context, subtitling videos is now mandatory to speak… in silence. Here is an overview of the main reasons to go on with it!
1/ Accessibility, for deaf and hard-of-hearing audiences
Clients, partners, employees…, it’s obvious, deaf and hard-of-hearing people are the first interested by subtitled video content. And without subtitles in your videos, that’s a huge audience you won’t reach.
2/ You have no choice, it’s mandatory for your video marketing strategy…
In 2019, a video for social network has to be subtitled.
Video is now watched everywhere, on every device, it’s not a secret. The user, professional or not, wants to watch video content, even if he/she’s not in the position to listen to it (public transport, open space, waiting room, conference…). That’s why captions are essential to allow every user to serenely watch your content on mobile, laptop or pad.
Netflix, for instance, well understands this and uses it to catch audience attention: thanks to a wise mixing of captions and striking visuals, the brand creates impactful trailers without voice or music, that are spread on social networks.
Brands and medias start rethinking their creative process to deal with that reality. What about you?
3/ It’s a first step to internationalize your content
Once your video is subtitled in the original language, the translation into several languages is made easier. The subtitles file then allows a translation by an automated software, a translator or a mix of both ways (we’ll deal with that topic in the second part of this article, to be published soon).
Whatever the final goal, external or internal communication, the translation allows to reach an international audience (yes, the world is yours!).
Your company has affiliates in several countries? Well, think about all these internal events (seminar, training session…) which are worth sharing with your teams in their native language, wherever they work.
4/ Captions improve video SEO
You might be surprised, but subtitles can have a positive effect on organic search of your videos. Here is why:
• subtitles allow to reach a wider audience, and then to increase views, which is a criteria used by Google and co to rank your website,
• website including video is 53 times more likely to appear on Google page (you can trust Forrester study!)
• by adding your subtitles file to your video platform (Youtube for example), you will increase the impact of the video keywords
To cut a long story short, subtitling your video is worth it!
Ok, but in practice, how to do it? The second part of this article will be dedicated to the solution to add great professional subtitles on you videos , quickly and effectively.
Written by Sandrine Hamon