An often overlooked, but vital part of video is the use of subtitles.
Subtitles have various different effects on the performance of your video marketing strategy, with the most obvious being accessibility to those hard of hearing. Subtitles, however, do a lot more than this.
Search Engine Optimisation
Using subtitles on your videos will increase your Search Engine Optimisation or SEO. It gives search engines the ability to see everything talked about in the video, providing it with more keywords. Keywords are a great way of getting content seen.
If you couple this with a strong keyword strategy in your Title, Description & tags, your video will be optimised for search.
Since Facebook, Twitter & LinkedIn have introduced silent 'auto-playing' videos on their newsfeeds, subtitles act as a vital way of increasing user engagement.
From our research, 70% of people are more likely to watch a video if it has subtitles. This is due to users being able to get a grasp of what the video is about, before unmuting the video. Furthermore, 30% of people say that subtitles make it more likely for them to unmute a video.
In 2016, it was found that 85% of Facebook videos were watched without sound.
If you want your video marketing to get more conversions, then using subtitles is a vital part of the process, getting your video more views.
When creating videos for your marketing, request versions with subtitles from the production company you are hiring. They should provide you with videos optimised for different social networks.
For example, a video for Facebook with subtitles on, likewise for Twitter & Linkedin. A portrait video with subtitles for Instagram and a video without subtitles for YouTUbe, providing the subtitles as a separate file that can be uploaded.
If you require video production and marketing services, please get in touch to discuss your project.