Using Subtitles and Captions in Videos
In today’s digital marketing landscape, video content has become a crucial tool for businesses to reach a wider audience. However, did you know that most people watch videos on Facebook without sound? According to a Digiday report, 85% of Facebook videos are watched without sound. This is where subtitles come in, making your content accessible to a wider audience, including the 98% of people with hearing loss who watch videos with subtitles. Subtitles can increase engagement and reach, making them an essential element of effective video marketing.
In this blog post, we’ll delve into the importance of subtitles for video marketing and provide you with valuable information on different types of subtitles, such as closed captions, open captions, and burnt-in subtitles. You’ll also learn how to add subtitles to your videos, whether you use video editing software like Adobe Premiere or iMovie or online tools such as Rev or Kapwing.
Why Subtitles Are Important
The majority of people watch videos without sound. This is because people often watch videos on social media in public places, such as on public transportation, where sound is not appropriate. Many people also watch videos at work, where they need to keep the sound off. In fact, a study by Verizon Media found that 69% of people watch videos on their mobile phones in public places without sound.
People with hearing loss prefer videos with subtitles. According to the World Health Organization (WHO), approximately 466 million people worldwide have disabling hearing loss. Subtitles provide an essential means of accessibility for people with hearing loss, making your content available to a wider audience.
Subtitles can also increase engagement and reach. Videos with subtitles are more likely to be watched to completion, as subtitles can help viewers stay engaged and follow the content. According to Facebook, captioned videos have an average 12% increase in engagement compared to videos without captions.
Types of Subtitles
There are three main types of subtitles: closed captions, open captions, and burnt-in subtitles.
Closed captions are subtitles that can be turned on or off by the viewer. They are typically used in videos that have spoken dialogue, and they include sound effects and music descriptions.
Open captions are subtitles that are always visible and cannot be turned off. They are typically used in videos that do not have spoken dialogue, such as social media videos.
Burnt-in subtitles are subtitles that are permanently burned into the video. They are typically used for videos that will be viewed without any editing, such as YouTube videos.
How to Add Subtitles to Your Videos
There are several ways to add subtitles to your videos. You can use video editing software like Adobe Premiere or iMovie to create subtitles and add them to your videos. There are also online tools such as Rev or Kapwing that allow you to upload your video and create subtitles.
When creating subtitles, it’s essential to keep them short and to the point, as viewers may not have a lot of time to read them. Use a clear and legible font, and use contrasting colors to make subtitles stand out. It’s crucial to time your subtitles correctly so that they match the spoken dialogue in your video. If your subtitles appear too early or too late, they can cause confusion and frustration for your viewers. Most video editing software will allow you to adjust the timing of your subtitles, or you can use online tools like Kapwing or Rev to ensure that your subtitles are perfectly synced with your video.
Examples of Effective Subtitles
To help you visualize what works best, let’s take a look at an example of effective subtitles. The video we’ll be looking at is from Buzzfeed Tasty, a popular food and recipe channel on social media. The video is a quick and easy recipe for making a delicious and healthy smoothie.
The subtitles in this video are short, to the point, and perfectly timed to match the spoken dialogue. They use a clear and legible font, and the contrast between the white text and the green background makes them stand out. Additionally, the subtitles are strategically placed so that they don’t cover up any important visuals in the video.
Overall, the subtitles in this video enhance the viewing experience and make the recipe more accessible to a wider audience. This is a great example of how effective subtitles can increase engagement and reach for your video content.
Final Thoughts
In conclusion, subtitles are a crucial element of effective video marketing. They make your content accessible to a wider audience, including those with hearing loss, and can increase engagement and reach. By understanding the different types of subtitles, how to add them to your videos, and best practices for creating effective subtitles, you can take your video marketing to the next level. So, start experimenting with subtitles in your videos and see the difference it can make.
Now that you understand the importance of subtitles and how to create effective ones, it’s time to start incorporating them into your own videos. Whether you’re using video editing software or online tools, adding subtitles can significantly enhance your video marketing strategy.
