Video marketing is becoming a force to be reckoned with as the ad revenues generated through promotional videos will hit the $5 billion mark this year. Despite this compelling statistic, marketers are making a fundamental mistake by not including subtitles in their video ads.
Video marketing is ranked alongside translation services in the fastest growing industries, which puts further emphasis on the need to include subtitles in these videos. This meteoric rise in the significance of video marketing is mainly due to the use of social media and user behavior. With more and more people using their mobile devices to conduct searches, a video proves to be the easiest form of content to engage with when surfing the web on the small screen.
The chance to reach a wider target market and avail refreshing opportunities by creating engaging content is online marketers’ for the taking. Neglecting to include captions or subtitles can lead to the waste of these opportunities.
Captions Get Social
YouTube is receiving over 4 billion views every day, and this reflects how social media is trying to capitalize on the increasing statistics of video marketing and online sharing of video content. It’s outstripping all the other forms of online media. Video content is made even more accessible and exciting with the introduction of video-sharing platforms including the likes of Vimeo and Vine as well as apps like Periscope, which are making videos easier to digest. The rapid growth of viewing videos is reflected in the fact that major social media apps such as Instagram and Twitter are constantly working to improve their video viewing and uploading capabilities.
Captions Increase User Engagement
Closed-captions embedded videos get more attention as 91% of viewers watch videos with subtitles through to the end as compared to only 66% who are viewing the videos without subtitles. Audio isn’t the best approach when it comes to promotional videos as has been proven by statistics. People mostly watching these videos are children in classrooms, office employees or simply mobile users in public spaces and foreigners unable to speak English as their first language. Statistics show that users don’t appreciate unexpected noise when it comes to videos. Facebook played ads with audio, but 80% of the users reacted negatively, so it had to be turned off. Users also tend to click out of the website or turn their sound off whenever newspaper sites start airing news bulletins. Silence can be the best sound for video ads and in that case, you can use subtitles to provide a solution to the brands who want to communicate in videos but can’t do so without audio.
Captions for International Audiences
International viewers can use embedded captions to resolve the issues caused by the language barrier. Even those who know English as a second language may struggle to comprehend the meaning. Sometimes, the accent could be unnatural or words may be spoken too slowly that it can get difficult to catch everything that is being said in the video.