Closed captions have become an incredibly important part of today’s digital media landscape, providing users with a more inclusive and accessible way to experience content. However, the benefits of closed captioning go beyond just accessibility; they can also be used strategically by marketers to create richer user experiences and increase engagement.
In this article, we’ll explore how closed captions can be an effective tool for marketing and user experience, as well as the best practices for implementing them in your content.
Table of Contents
What Are Closed Captions in a Nutshell?
Closed captions are textual versions of audio content that appear onscreen during video playback. They often include a combination of dialogue, sound effects, and music to help viewers follow the narrative. Closed captioning can be used in both online streaming services and broadcast TV, allowing more users to access and understand the content. Closed captioning services are having increased demand due to the need of complying with accessibility laws.
Website Accessibility Laws and Regulations
Website accessibility is a legal requirement in many countries. For example, the Americans with Disabilities Act (ADA) requires businesses to provide equal access and benefits to people with disabilities. This means that websites must have closed captions for videos and audio content, as well as other features like alternative text for images.
Why are Closed Captions Effective for Marketing?
Closed captioning has several advantages for marketers. First, closed captions can help extend the reach of your videos to those who are hard of hearing or deaf. This means that your content will be more accessible to a wider audience, potentially increasing viewership and engagement with your video.
Additionally, closed captioning can help boost search engine optimization (SEO) by making your content more visible to those searching for it. Also, closed captioning can help users better understand and engage with your videos, which increases the likelihood of them sharing them with others.
Closed captions can also help on social media platforms like Facebook, where videos are often automatically muted by default. This means that users who don’t watch the video with sound won’t miss out on any key points that you may be trying to get across.
A silent video test compiled various metrics to gauge the performance of Facebook videos with and without captions. They looked at factors such as viewing duration, views with sound vs. without, and several others over a 60-day period and discovered that:
Videos With Captions Had:
- Apparently, total view time and viewership are not that different. On average, there is a 5% increase in total view time while only 3% more people tune in.
- The average reach was increased by 16%.
- Engagements (likes, comments) typically jump by 17%
Videos Without Captions Had:
On average, there was a 15% drop in shares, views for 10-second videos decreased by 18%, and clicks on calls-to-action (CTAs) fell by 26%.
Finally, closed captioning can help make your videos more accessible in other languages or dialects, making them more appealing to international audiences.
How Closed Captions Can Help with User Experience?
Closed captions can also help boost user experience by making your videos more accessible and easier to understand. This is especially important for videos with large amounts of dialogue or those that contain technical terms.
By including closed captions, you can ensure that your viewers will be able to follow along with what’s happening in the video and better understand your message. By creating a more immersive viewing experience, closed captions can also help keep users engaged and improve the overall user experience.
Why is User Experience Important?
User experience is an essential part of any successful digital marketing strategy. It’s important because it can have a huge impact on how people engage with your content. A great user experience can help create a positive impression of your brand, make content easier to understand and increase engagement with your videos.
Best Practices for Implementing Closed Captions in Your Content
When it comes to closed captioning, there are a few best practices that you should keep in mind. First and foremost, make sure that your captions are accurate and follow the proper syntax. This will ensure that users can understand the content without any confusion. Additionally, be sure to provide closed captions in multiple languages if your video is intended for a global audience.
Finally, make sure to add the correct metadata tags to your video so that it will appear in search results with the appropriate keywords. Following these best practices can help you make sure that your videos are accessible and engaging for your viewers.
Conclusion
Closed captioning can be an invaluable tool for improving the accessibility, SEO, and user experience of your videos. By following the best practices outlined here, you can ensure that your content is seen by more viewers, understood better, and enjoyed by an international audience.
