A professional title and subtitle reveal why video titles are essential: Increase social engagement, improve SEO, increase audience number – name a few.
No matter what industry you are in, video content is part of your marketing strategy. If not, it should be so. According to a Cisco report, online videos will account for more than 82 percent of users’ Internet traffic by 2022. 72% of consumers want to know about a product or service via video. Still, videos are not just some magic tokens, they take you to the next level of marketing success and customer engagement. The online landscape is busy, competitive, and lightning-fast. Users need to slow down their scrolls and communicate with them. When it comes to video content, the solution is simple, but often overlooked: closed captions.
Capturing your videos in English or subtitling them in other languages will greatly increase the success of your online video content. As a professional subtitle, I am here to help you understand why:
1. Google does not watch videos, but it does crawl titles
If you want to improve the SEO of your video, adding captions is a quick and easy way. Search engines like Google may not see your video content, but they may crawl your titles or transcripts and rank your video based on the keywords they find. Your video will be represented by its title, description and tags for SEO, but the titles will further enhance your keyword density and diversity.
The next time you get video content creation on the horizon, keep this tip in mind and make sure the keywords are included in the script, as it works when it comes to video performance and long-term SEO results.
2. Video titles cause more social interaction
Adding captions to your videos is almost guaranteed to increase engagement, engagement and conversion. According to a case study on Instagram, call-to-action clicks increased by 25% after adding captions to their Facebook videos. In another study, titles increased video viewing time by 40% and viewers increased video chances by 80 percent. Adding captions to video content increases clicks, overall viewing time and longevity.
3. Most people will not (or will not) turn on the video sound
Have you ever scrolled through Facebook while your partner is sleeping well next to you? Or decided to check your feed in a boring class lecture? Or when you get on a public bus, have a cup of Joe at your favorite coffee shop, or dine alone? In all cases, playing the video loudly is neither appropriate nor socially acceptable.
85% of Facebook videos are played silently. If your video does not have captions, anyone who sees the silent button will miss it, which may be a large part of your target audience. If you want to make sure your followers can see your content anywhere, do your part by adding captions.
4. Titles enhance comprehension, memory, and attention
Hundreds of studies have shown that titles improve video content ‘comprehension, attention, and memory. I speak native English, but my husband is Spanish. To improve his understanding of watching TV shows and movies in English, we always watch content with the title. I was amazed that it improved my understanding and comprehension of the content and now I see with subtitles whether my husband is sitting next to me or not. Including captions is a great way to make sure your takeaway reaches home and makes its mark on the audience.
5. Captions make videos more inclusive and accessible
More than 37.5 million Americans are not deaf or hard of hearing, so video and audio are not a target for this group. Also, only 36% of companies provide captions for all their video content. Why not get to the right of that number? Without captions, you will not be able to connect to a larger audience. Remember, it’s not about business and money, it’s about making sure your video content is inclusive of all viewers.
6. Most of your viewers live outside your country
Making your content available worldwide is another way to increase your scope and video content impact. According to YouTube, “two-thirds of the channel’s views are outside the creator’s home.” Think about it: Most of your audience may not fully understand your message or recognize the call to action. This is a deep pool of potential customers, you can lose.
Look at your analytics, find out where your audience lives, and think about creating subtitles in other languages to reach new markets. Make it a very strategic decision. Quality translation and subtitle investment, so make sure you choose the right language (s) to reach the target markets you can serve.
Warning word: Resist the urge to DIY your titles and subtitles
Although machine-made machine translation, transcription, and captioning tools are available on the market, take it from me: you do not want to DIY your video captions. Leave this task to the professionals.
Title and subtitle are time-consuming and delicate tasks without their own skills, training, and experience. Captions and subtitles must be subject to strict rules (including text restrictions, read speed, and queue-in-out times) (when text appears on the screen and is removed from the screen). Poorly finished titles and subtitles are difficult or impossible to read, which hinders the purpose of the title or subtitle.
Use resources such as the American Translators Association Directory (go to “Translation Services (s)” and select “Dubbing / Subtitle” from the drop-down list) or visit the Gosab Job Board to find a professional subtitle or title.
Don’t spend too much time, money, and effort creating a great video, and leave out the important factor of making sure your message reaches as many people as possible. Fine title and subtitle content will improve your views, engagement, and understanding and improve the overall success of your social media video content. And, all at once, this is a quick and easy marketing solution that can have a huge impact!
Molly Uric is an English translator, professional captioner and subtitler from Spanish. She is the Deputy Chair of Public Relations of the American Translators Association (ATA), representing over 10,000 translators and commentators in 103 countries.