The Importance of Accessibility in Marketing: Why You Should Caption Your Video Content

Posted by Molly Deegan Apr 15, 2021 3:17:36 PM

Topics: Online Marketing, social, content, Social media tools, social media trends

caption videos

In the last decade, video content has taken the marketing world by storm, and for good reason: as a form of content, it is hugely successful in garnering high levels of engagement and captivating an audience. But just how accessible is video content?

For those in the deaf or hard of hearing community, as well as non-native English speakers, video content without captions can be anything from confusing to dishearteningly exclusionary. In response to this need for accessibility, captioning the audio of video content is a considerate, inclusive, and welcoming policy to employ in your marketing strategy. As such, we thought we would use this blog to highlight the importance of accessibility in marketing and why, and how, you should caption your video content. 

Why is captioning video content important? 

Captioning video content is a vital tool in ensuring those individuals who are deaf or hard of hearing can engage with your content. According to the World Health Organisation, by 2050 nearly 2.5 billion people are projected to have some degree of hearing loss, so it stands to reason that if you do not caption your videos, then you’re missing out on a huge demographic.

Captioned videos are also useful for non-native English speakers. Speech in video can often be quick, conversational, and lack clarity, therefore using captions enables people from all backgrounds to enjoy your video marketing. 

Not only is adding captions useful for those unable to hear the dialogue, it also makes clear that your brand is committed to accessibility as part of your strategy. Being renowned for a welcoming and inclusive approach can only make your brand, and therefore business, look its best!

It also aids the user experience for all consumers of your content, regardless of their auditory function: across social media and platforms, using captions allows people to view your content without listening to audio (in public spaces, like on public transport). According to Zubtitle, an audio captioning software, 80% of social videos are watched on mute.

Captioning videos also can aid with the SEO for your website. Search engines aren’t able to watch your video, but they can index the words to boost your content ranking, in turn increasing your chances of being seen. Any help towards SEO is top tier marketing! 

So how do you do it? 

A lot of social media platforms have in-built captioning capacity, like on Instagram’s IGTV’s, but there are other apps and websites which can help your brand create captioned content. The aforementioned Zubtitle is one such website- you can use the software to caption your videos for you, no matter if it’s a 15-second TikTok clip or a 10-minute YouTube video, their software can help you.

And there you have it!

As you can see, captioning your video content not only ensures your marketing strategy is as inclusive as possible, but also signals your commitment to an excellent user experience that puts people first.

Here at Roland Dransfield we are committed to inclusive marketing and make sure when working with all our clients that we prioritise accessibility. If you need help on creating a content strategy, or require advice on all things Marketing, PR and branding, don’t hesitate to get in contact with us here. And don’t forget to follow us on Instagram, Twitter and LinkedIn.


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