On most social networking sites, videos will auto-play without any sound when a user scrolls through their feed.
In order to capture their attention, you need to quickly tell them what that video is about, and the best way to do this is with subtitles.
Subtitles enable them to see what you are talking about in the video and gauge whether this is something that will interest them.
Videos with subtitles are on average watched about 91% of the way through, compared to just 66% for videos without subtitles.
Many people are in an environment where they can’t un-mute the video - such as in the office - so subtitles will help them to keep watching.
Not only this, subtitles make your video more accessible to those who are deaf or hard of hearing. That's a huge audience you won’t reach without subtitles.
Subtitles also provide sites like YouTube with a full transcript of what is talked about in the video, giving it more keywords to rank your video against, therefore boosting its search engine optimisation.
Here are some other subtitle statistics. Videos with subtitles on average get:
- 15% more shares
- 17% more reactions
- 26% more call to action click-throughs
As you can see, something as simple as subtitles can really boost your videos performance.
If you are not using subtitles, you are missing a simple trick that will dramatically improve your videos reach and engagement.
Just having subtitles isn't the be all and end all of video marketing. These three types of video will get you the best results.