Subtitles on social media
Subtitles on social media
Why subtitles are essential for videos on social media
In today’s digital world, people’s attention spans are shorter than ever. Content needs to be fast, accessible and understandable to captivate the audience. This is where subtitles (or “captions”) come into play. They are not just a nice extra, but an essential tool to increase the reach and effectiveness of social media posts. In this blog article, we’ll show you why captions are so important on social media and how they can improve your marketing strategy.
The most important advantages at a glance
Before we dive deeper into the details, let’s take a look at the key benefits of subtitles on social media. Captions are not just a practical addition, they play a central role in how your content is perceived and used. They ensure better accessibility, increase comprehensibility and boost engagement. Here are the main reasons why subtitles are essential in your social media strategy:
Increased accessibility and promotion of inclusivity
Subtitles make your content accessible to a wider audience, including people with hearing difficulties or in noisy environments. At the same time, they promote inclusivity by ensuring that your content is understandable for everyone, regardless of their individual needs. This shows your commitment to diversity and can have a positive impact on your brand image.
Better comprehensibility
Even if sound is available, subtitles can improve intelligibility. Dialects, accents or rapid speech can sometimes be difficult to understand. Subtitles provide valuable support here to ensure that your message comes across clearly.
Increased attention and commitment
Many users watch videos on social media without sound, either out of convenience or because they are in an environment where they cannot use sound. Captions capture the attention of these users and ensure that they watch the video anyway. Studies have shown that videos with captions have more engagement and a higher dwell time.
Improved SEO and reach
Subtitles also contribute to search engine optimization (SEO). Platforms like YouTube crawl the text in subtitles and use it to index and categorize videos. This can increase the findability of your content and result in it being displayed to a larger audience.
Reaching multilingual target groups
Subtitles allow you to reach a multilingual audience. By providing subtitles in different languages, you can make your content accessible to a global audience and increase your international reach.
Improved absorption of information
Research has shown that people retain information better when it is presented both visually and aurally. Subtitles can help to emphasize important points and ensure that your message is remembered.
Open Captions vs. Closed Captions
Captions can be divided into two main categories: Open Captions and Closed Captions. Both have their own advantages and disadvantages.
Open Captions
Open captions are subtitles that are permanently embedded in the video. They are permanently visible and cannot be switched on or off. This type of subtitle is integrated directly into the video image so that they are displayed consistently on all devices and platforms.
Advantages
Always visible
The subtitles cannot be inadvertently deactivated.
Consistent presentation
As they are part of the video image, every viewer sees the subtitles in the same way.
No technical compatibility required
Works on all devices and platforms without special settings.
Disadvantages
No customization options
Viewers cannot hide the subtitles or adjust them to their needs (e.g. font size or color).
Firmly embedded in the video
Errors or changes cannot be corrected without re-rendering the video.
Visual distraction
For viewers who do not need subtitles, they can be perceived as distracting.
Closed Captions
Closed captions are subtitles that are not permanently embedded in the video and can be switched on or off by the viewer. They are generated by the video player software or platform and can be shown or hidden as required. Closed captions often offer additional customization options, such as the ability to change the font size or color.
Advantages
Flexibility
Viewers can decide for themselves whether they want to see the subtitles or not.
Customizable
Many platforms offer customization options for font size, color and position of subtitles.
Simple corrections
Errors in the subtitles can be easily corrected without having to re-render the video.
Disadvantages
Technical requirements
The platform or device must support closed captions. Some do not, which could leave viewers without subtitles.
Different representation
The display of subtitles may vary depending on the device or platform.
Incorrect transcriptions
Closed captions are often generated automatically, which can lead to incorrect transcriptions.
Why we are fans of open captions
Open Captions offer a simple, effective and user-friendly solution to ensure your content is accessible and understandable. At Marketingfuchs, we are big fans of open captions. Here are some reasons why we prefer this method:
Maximum visibility
Open captions are always visible, which ensures that no one misses important information. This is particularly important for people who watch videos without sound.
Uniform appearance
As the subtitles are embedded directly into the video, they always look the same, regardless of which device or app the video is played on. This helps to maintain visual consistency.
No technical hurdles
Open captions work on all platforms and devices, regardless of whether they support closed captions or not. This guarantees a consistent user experience.
Easy handling
There is no way to accidentally turn off the subtitles, which means your message will always be delivered clearly.
Stronger branding
Embedded subtitles can be customized to match your company's branding. You can design the font, color and position of the subtitles to reflect your brand identity.
Conclusion
Subtitles are far more than just an addition to your videos. They are a powerful tool to increase the accessibility, comprehensibility and reach of your content. Both open captions and closed captions have their own pros and cons, but both help your content to be seen and appreciated by a wider audience. We often rely on open captions to ensure that our clients always appear in the best light and that their message resonates with every viewer.