Videos are a great marketing tool, especially when used on Facebook. But as engaging as videos can be for your marketing efforts, it’s important to make sure they are captioned. There are several reasons captioning is important, the most critical being accessibility. In addition, how users interact with videos on social media is another factor for captioning.
Closed Captioning for Accessibility
Accessibility for hearing impairments is an important part of any video creation. The population of people with hearing loss is growing and is expected to reach 630 million people by 2030 according to the World Health Organization (WHO). As our population grows, and grows older, there will be more people who experience hearing loss. Also, some infections, medications and environmental factors such as noise pollution can also cause hearing loss.
Regardless of why we have more people with hearing loss, it’s important we make sure that videos are accessible to them. Captioning, or subtitling videos is an important step. There are tools available in social media platforms like Facebook, Instagram and TikTok to caption videos either automatically or manually. Although this step takes more time, it increases accessibility for viewers with hearing loss.
People Prefer Soundless Video
Accessibility is just one reason closed captioning is significant to video production. The way in which social media users interact with videos is also key. According to Facebook, most people view videos without the sound on. Most Facebook users view the platform on their mobile phones and 80% of users have a negative reaction to an ad with sound. Facebook said it’s important to design video ads with silence in mind. They recommend using captions, logos and visuals of products to convey your advertising message.
Videography and Social Media Marketing
Baseline Creative has videography and social media marketing services. If you have a video that needs to be captioned or if you need a video, we can help. Contact us!