Your Videos Should Have Captions—Here’s Why
Text and video are an incredibly powerful duo. And while we typically think of video as an audio-visual medium, text can also play an important role in making or breaking the viewer’s experience.
From powerful Nike ads to BuzzFeed’s Tasty cooking series, text overlays are changing the way we consume video online. Viewers have grown accustomed to seeing text and video together on social media, but beyond that, captions also serve another arguably even more important purpose: accessibility. Adding captions to your videos is a simple way to ensure that everyone who wants to consume your content can.
Accessibility is an important but often overlooked part of the video production process – but it doesn’t have to be! Let’s dive deeper into the world of captions, so that both the business and the viewer can succeed.
Making your content more accessible
Companies have an interest in making content accessible to everyone who wants to watch it. Captions open up your audience to hundreds of millions of people, including the over 350 million people worldwide who are deaf or hard of hearing, as well as folks who are non-English speaking.
There is also high demand for captions among the hearing population. They’re using their smartphones on the bus, scrolling through social feeds, or watching videos at work. Research shows that captions help these viewers remember and retain facts, parse complex topics, and even build vocabulary.
The best ways to create high-quality captions are either to:
- Bake the captions into your creative process, from scripting to animated text.
- Order a transcript from a professional service.
Here’s an example of a video we made for social media, where the captions were actually factored into the creative direction of the video itself.