Why Businesses Caption their Videos?
Generally, when we say the word video it refers to an audio-visual medium. This audio-visual includes images, text, voices, etc. How many of them are sure of following the dialogues in an English movie? The answer would be 50% of the people feel difficult to follow the dialogues. Then think about the people with hearing problems, it will be just a motion picture to watch. A recent survey says that 60% of those who have hearing loss are either in the workforce or in an educational setting. Based on all these issues laws require that videos include closed captions so that they are fully accessible.
Captions can be displayed in a variety of ways. For broadcast captioning, the captions are usually displayed at the bottom of the televised video and can be positioned and colored to indicate who is speaking. Let’s take a look at the different types of captions:
1. Closed Captions
Closed captioning (called subtitling in the UK) is the most widely used type of captioning. It provides viewers the option to view captions that are carried with the broadcast signal and the viewer is required to switch the captions on or off.
2. Open Captions
Sometimes it’s important for everyone to receive the message. Open captions are on display for everyone to see and are a permanent fixture on a video. It is also known as ‘burned in’ or ‘hardcoded’ captioning.
3. Live Captioning
Live captions are transmitted for live TV programs such as news and current affairs, sports coverage and program finals. Live captioning is also available for corporate, education and event settings.
Let’s talk about businesses now.
Businesses big or small have jumped on this trend of video marketing and are using video to share unique brand stories and build engaged audiences. After the production of a video, the marketing team has to think of various challenges and the solutions for the challenges to make the videos available for their targeted audience.
One such solution is captioning and Transcribing videos. The main reason for captioning or transcribing a video is search engines when videos are uploaded, search engines crawl through the videos to find out the metadata, sitemap and structured data of the video. So when the video is captioned it becomes search engine optimized. Just like blog posts, optimizing your video file’s metadata (the titles and descriptions associated with your content) helps Google pull information to display in search results. An easy way to make your content more “visible” and readable for search engines is to provide captions or transcriptions for your video. Captioning videos is a simple way to open up your brand to scores of potential new customers.
There are several benefits in captioning a video they are as follows
· To make your video Search engine optimized (SEO). For example, a viewer searches for a video with a word that is included in your video it automatically makes your video accessible.
· This way your video has more social reach. A study says that videos with captions have a 16% higher reach than videos without captions.
· Everybody doesn’t speak your language so translation captions can be used.
· People prefer watching videos with captions as it improves their comprehensive knowledge
· A study also proves that a video with captions is watched completely by 80% of people.
“Watching an online video without a caption is frustrating”- A viewer’s statement.
As benefits of captioning are seemingly endless. The above statement is a testimonial for the importance of captioning a video.
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