Video captions are now essential for online marketing.
In the battle for attention in digital communication, video captions have evolved from an added feature to near necessity. If used correctly, they can be a pivotal element in content strategy and customer conversion. Their significance is underscored by their ability to enhance engagement, broaden audience reach and improve viewer comprehension.
Captions serve as a bridge, making content accessible to individuals with hearing impairments, those who prefer consuming content without sound and for quickly capturing attention scrolling on social platforms. A survey by Preply revealed that 50 percent of Americans watch content with captions most of the time, with the percentage rising to 70 percent among Gen Z viewers. This trend is partly due to the increasing consumption of videos in sound-sensitive environments, such as public transport or workplaces, where audio might be disruptive.
Captions also aid in comprehension, especially for non-native speakers, by providing a textual representation of spoken words. This inclusivity not only broadens the audience base but also fosters a more engaging viewing experience. With the rise of AI language translation tools, creating captions for many different demographics has never been easier.
Younger Audiences Fueling Trends
The surge in caption usage is particularly notable among younger demographics. Gen Z and Millennials are at the forefront, with 70 percent and 53 percent respectively using captions regularly. This inclination is influenced by the prevalence of captions on social media platforms like TikTok and Instagram, where auto-generated captions have become standard.
Technological advancements have further streamlined the captioning process. For instance, Warner Bros. Discovery’s collaboration with Google Cloud introduced AI-generated closed captions for its Max streaming service, reducing caption creation time by up to 80 percent and costs by up to 50 percent compared to manual methods.
Effectiveness in Online Marketing
Incorporating captions into marketing videos significantly boosts engagement metrics. Captions can increase video view time by an average of 12 percent, as they cater to viewers who watch videos on mute. Additionally, captions enhance SEO by making video content more searchable, as search engines can index the text, improving content discoverability.
Captions contribute to better viewer retention and message recall. Viewers are more likely to remember and understand the content when both auditory and visual information are presented simultaneously. Some platforms use captions to index video content, which can help SEO rankings. Many auto-caption tools are free today, and even if they aren’t 100 percent accurate, they are highly effective for live broadcasts, webinars and virtual events.
Best Practices for Captioning
Accuracy
Ensure captions precisely reflect the spoken content to maintain credibility and prevent misunderstandings. If using auto-generation, take time to edit inaccuracies.
Synchronization
Align captions with the audio to provide a seamless viewing experience. Keep captions to no more than two lines at a time.
Readability
Use legible fonts and appropriate text sizes, and position captions to avoid obstructing key visual elements. White sans-serif fonts, such as Arial or Helvetica, are the most popular.
Consistency
Apply uniform caption styles across all videos to establish a cohesive brand presence. This includes size, font and color.
Accessibility Compliance
Adhere to accessibility standards, such as the Web Content Accessibility Guidelines (WCAG), to ensure inclusivity.
From the May/June 2025 issue of Direct Selling News magazine.
