Did you know that almost 5 billion videos are watched on YouTube every single day? YouTube videos can be a powerful tool for online or digital marketing for businesses, but the need to stand out among the rest is still necessary. One way to ensure your superiority is to add subtitles to videos.
Subtitles or closed captions should be a priority in your YouTube marketing strategies. Subtitles are the captions at the bottom of the video that narrate the dialogue and any significant sound effects or music. They can enhance your YouTube content and take it to the next level, which will connect with your target audience.
To put things into perspective, here are a few facts and statistics regarding subtitles or captions:
- A study by a captioning solutions provider has found an increase in watch duration of up to 38% for videos that have subtitles available.
- Verizon Media and Publicis Media did a joint study where they found that up to 80% of people are more likely to watch a video with subtitles available, and not just for accessibility reasons.
- Internal tests by Facebook (Meta) showed that video ads with captions increase video view time by an average of 12%.
- Discovery Digital Network found that adding subtitles to their YouTube videos resulted in a 7.32% total increase in views.
Looking at these few facts, the significance of subtitles cannot be denied. So if you foray into the world of YouTube marketing and YouTube videos to reach your audience, adding subtitles should be one of your primary concerns.
Here are the reasons why you should add subtitles to your YouTube videos:
It increases accessibility
Subtitles make your content accessible to a wider audience, including people who are deaf or hard of hearing, people with learning disabilities, and more. It ensures that your video content can be enjoyed by various kinds of individuals and that you reach the right audience.
It creates a wider international audience reach
If you have a global audience, subtitles can help bridge language barriers and engage viewers from various parts of the world. This is because subtitles enable viewers who speak different languages to understand your content. You can reach an international audience by offering subtitles in multiple languages, making your videos more inclusive and engaging.
It improved SEO and discoverability
YouTube’s algorithms can index the text in the subtitles. This means you’ll be able to improve your video’s SEO or search engine optimization. With subtitles, your videos are more likely to appear in search results, the more likely your videos are to get a higher click rate, and the more likely it is that you will increase your video and channel’s discoverability.
This can even be emphasized when it comes to social reach. Research by Instapage revealed that videos with captions had 16% better reach than videos without captions. Captioned videos also had 15% more shares, 17% more reactions, and 26% more CTA (call-to-action) clicks.
It enhances user experience
As mentioned above, the study by Verizon Media and Publicis Media found people are more likely to watch a video with subtitles, and not only for accessibility. This is because subtitles enhance the overall user experience. They give the audience the opportunity to understand the video better, they can recall information better, they can understand context easier, and more. This creates a satisfying experience for your viewers.
It creates better engagement
Subtitles can enhance viewer engagement by providing additional context and clarifications. This makes it easier for viewers to follow along with your content. You’ll also be able to capture and hold their attention for much longer and keep them engaged for the entirety of your video.
It allows content consumption in noisy environments
People often watch videos in noisy environments where it’s difficult to hear audio clearly. Subtitles can be the perfect solution. These allow the audience to understand the content without relying solely on audio. Viewers in environments where they can’t play audio out loud, such as restaurants, libraries, workplaces, or transportation, can still watch videos in their own time.
It fosters learning and retention
Subtitles can aid in learning and information retention. Visual and auditory input can reinforce each other, leading to better comprehension and learning styles. This is especially beneficial for children, those who speak English as a second language, those who have certain learning or cognitive disorders, and those who always look forward to learning and gaining more knowledge.
It follows compliance and legal requirements
In some regions or for certain types of content, adding subtitles might be legally required to comply with accessibility regulations.
For example, the ADA, or the Americans with Disabilities Act, includes closed captioning guidelines for both television and online internet video content from government institutions, public schools, and universities, as well as businesses and non-profit organizations. Another example is the FCC, or the Federal Communications Commission, where there are closed captioning rules for all television programming in the United States.
It caters to viewer preferences
Some viewers simply prefer watching videos with subtitles, even if they don’t have hearing impairments. It can help them absorb the content more effectively and enjoy the video content on their own terms.
It allows better social sharing
Subtitled videos are more shareable and can be enjoyed by a broader range of people. This can lead to increased exposure and potentially more subscribers. It’s also a great way to capture the attention of your audience in the digital space.
This is because there has been an entertainment trend of people posting screen captures of videos with no other context besides the subtitles or closed captions. This can be seen from studio and streaming brands, which post screen captures of their captioned TV episodes or movie scenes. Your brand can also take advantage of this in your own way.
It reinforces branding and professionalism
High-quality subtitles can contribute to the overall professional appearance of your content, enhancing your brand identity. It reinforces you as a proper leader or innovator with good knowledge and high competence who provides high-quality video content to the audience.
Subtitles might seem like an afterthought in the process of creating YouTube videos. But reality tells us it’s one of the most important aspects of effective video content.
Next time you publish and create YouTube content, make sure to add subtitles to videos. Talk to Twin Rams experts now and find out how we can help your video marketing efforts.
References:
https://www.kapwing.com/resources/subtitle-statistics/
https://gotranscript.com/blog/shocking_youtube_statistics_&_captioning_benefits_2022
https://vidiq.com/blog/post/youtube-captions/
https://translatebyhumans.com/blog/7-amazing-benefits-of-adding-subtitles-to-youtube-videos/