You’ve created another high-quality video, optimised the title and description, shared it across all your social media platforms but it's just not performing how you thought it would.
One of the reasons you might not be seeing results from your videos is the lack of subtitles. Including subtitles in your video content can have a huge effect on how successful your videos are. I’m going to tell you four reasons why every video needs subtitles.
Increases Content Accessibility
There are over 11 million people who are hard of hearing in the UK. By adding clear subtitles to your videos, you’re making your content more accessible and inclusive to a wider audience.
In fact, people prefer to watch videos with subtitles on, even if they don’t need to.
Research shows that the majority of people turn captions on when they’re watching videos, even if they’re native speakers of the original language. Subtitles seem to help people understand video content better.
Interacting With or Without Audio
More and more people are choosing to watch videos without audio. For example, they’re in a public place and don’t want to be disruptive.
85% of Facebook videos are now watched on mute which is a common trend seen across all social media platforms. Not only are people choosing to watch videos without audio, but the majority of social media platforms will autoplay videos with the audio turned off.
Adding subtitles to your videos is a way of capturing your audience’s attention, enabling them to instantly see what you’re talking about. This will increase the chances of them watching your video regardless of whether they are watching with or without audio.
Increases Engagement and Watch Time
If you want more people to watch your videos, and watch them until the end, it’s vital you include subtitles.
80% more people watched a video to the end when subtitles were included which is a huge number that can’t be ignored! The more time a person spends watching a video, the more likely they are to absorb your key messages and most importantly, follow your call to action - which is typically featured at the end of a video.
Research also found that videos that included subtitles on Facebook had 16% higher reach than those without. They also had 15% more shares, 17% more reactions, and 26% more call-to-action click-throughs.
Subtitles make a big difference in how people see, react to, and engage with your videos, which is why it’s worth spending the time to add them to your video content.
Subtitles Improve SEO
Creating quality video content should be your number one priority, however, SEO should always be in the back of your mind if you're wanting to boost your videos reach and search rankings.
As mentioned, subtitles can increase the number of social shares and time spent watching your videos, which will help your video reach a wider audience, but subtitles themselves can also help with your SEO.
Google actually indexes subtitles that you’ve added to your video. If you’ve included keywords or phrases in your script, Google is more likely to rank your video in relevant searches.
If you're not to sure where to start when it comes to subtitles or just don't have the time to do it yourself, get in touch. Volta Media offers subtitling as part of our Video Subscription, helping you to save time and money with your video marketing.