Browsing online we’re seeing more and more videos showing with captions – what’s this all about?
This is due to the rise of mobile video which is growing massively, recent research shows mobile video views grew 6x faster than desktop views in 2015. (Invodo, 2016)
One of the main problems for marketers is that mobile users may not always have the sound turned on – or want to turn it on. So although the visual message may come across – crucially half of the video could be missing.
So how do you get your message across if your video is voiceover or interview-based? This is the same issue, whether filmed or animated video production.
Captions are a great way of letting people preview the video content, and letting them decide to watch with the volume turned on. Or letting them take on board the full message when the volume isn’t an option.
Making the assumption people will always listen from the start is a mistake.
However, sometimes you may not want or need captions, and it’s not always straightforward.
3 Main Types of Captions
Animated Captions – inbuilt into the video that just show highlights and keywords
Open Captions – like subtitles but can’t be turned on and off – they’re embedded within the video
Closed Captions – abilities to turn the subtitles on and off, set by the video player.
If your marketing is very social media-based, for example, Facebook adverts, (and who would blame you!) 100 million hours of video per day are watched on Facebook. (Tech Crunch, 2016) There can be a lot of silent video playback, so you’ll want to incorporate full sub captions, or make your visuals very self-explanatory. The latter is only really possible with animation or motion graphics based videos.
And so now more often on Facebook and youtube, we do see full sub captions are being used. Which means people can still get the content, but without having to turn the sound up – it’s a great user-focused approach.
For those heavily invested in social video, Open captions are a great option, as it gives you more flexibility with the design than video player generated closed captions.
This means your video will never show without captions by mistake, the full message will always get across.