Video will account for 69% of all consumer internet traffic this year.
And by 2019, video consumption will continue to rise to an estimated 80% of all internet traffic, according to Cisco.
Previously we have mentioned and covered the rise of Silent Autoplay over the marketing horizon with some very notable studies like:
And apparently, today’s consumers found the accompanied audio has been demoted as an option and no longer a necessity when watching branded videos.
“Sound is still an option, but it’s not required… If you can make something compelling without needing people to turn the audio on, you’re ahead of people who are not thinking that way,” supported the advertising agency GSD&M.
That in mind, what’s the solution marketers have come up with?
Two words: Closed Captioning.
Closed Captioning, also known as “CC” or “Subtitles” are the processes of displaying text on a television, video screen, or other visual display to provide additional or interpretative information.
It has been practiced on broadcast television since early 1970s and is now making a comeback through digital social media like YouTube and Facebook with their supported functionalities.
What are the benefits of captioning videos?
Adding closed captions to videos that may contain speech or relevant audio is always recommended. For one reason, Google rewards contents that enhances user experience.
Discovery Digital Network released a study regarding their video SEO experiment and found that CC are being indexed by YouTube’s search algorithm.
Adding text transcripts on your videos allow search engines to crawl on the full text of your content; thus optimizing your video metadata.
Enhanced User Experience
Simply consider that some of your consumers may be deaf or hard of hearing. Some may not be a native speaker or are with limited hearing.
A study done by Tubular Insights confirmed that 80% of viewers who choose to turn on captioning are not hard of hearing and have the captions on by default, or use them when watching videos in a noisy environment.
Visual Element is a norm in social media. With captioning, viewers can absorb your content even without attentive listening. It is a convenient way to let your viewers watch your videos even in the most inconvenient of places such as restaurants or shopping malls, to name a few, or even when a video is intentionally muted.
Note that it’s also a great strategy not to completely rely on audio when closed captioning is easily accessible.
Important to know:
YouTube has a feature that offers automatic captioning as the default caption. Unfortunately, these are often written in mistake as they are extracted from an automatic speech recognition software. Accents, overlapping speakers, and complex vocabulary may not be transcribed with much accuracy – resulting to frequent errors on your content.
Auto-captions are not indexed by Google of YouTube — meaning it contributes nothing to your SEO crawl.
Reports even suggests that downloading and uploading the automated transcript may damage your video SEO.
Be aware of the latest techniques and strategies in boosting your consumer reach. 7&7 is an expert Video Marketing firm that can guarantee your maximized ROI.
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7&7 Digital is a leading Digital Advertising Services Firm passionate in helping businesses grow. 7&7 offers services such as Digital Marketing Consulting, Digital Video Marketing, Corporate Motion Graphics, Digital Advertising, 360 Digital Marketing, and more.