Today, the marketing landscape is heavily influenced by video: consumers are seeking and viewing videos more than ever. YouTube is therefore constantly innovating to meet strong demand and has just optimized the subtitles of videos. The platform is rolling out a series of updates to make the content more accessible, including automatic live subtitles on all channels …
A feature available to all …
… even for less than 1,000 subscribers
All YouTube creators can now turn on automatic captions for live streams to make them more accessible. The feature was previously only available for channels with 1000 or more subscribers.
… In 13 different languages
At this time, automatic live subtitles are only available for live broadcasts in English. However, the company has announced plans to expand the functionality in the coming months to the 13 supported auto-caption languages. English, Dutch, England, Indonesian, Italian, Japanese, Korean, Portuguese, Russian, English, Turkish, and Vietnamese are some of these supported languages.
… with audio description
YouTube will also roll out Audio Description for visually impaired users in the coming quarters. As the name suggests, this future feature will help visually impaired people by providing to understand what is happening on a video through voiceover text.
… on mobile
Additionally, YouTube is announcing that it will roll out automatic subtitle translation to supported languages on Android and iOS later this year. The company also plans to start testing the ability to search for caption transcripts on mobile to help users find specific keywords.
Why optimize your videos with closed captioning?
Today, the marketing landscape is heavily influenced by video: consumers are seeking and viewing videos more than ever. According to a study carried out by Animoto on corporate video:
- 4 times more consumers prefer to watch a video about a product rather than read a text about it.
- 1 in 4 consumers lose interest in a business if it doesn’t have a video.
- Customers are almost 50% more likely to read email newsletters that include links to videos.
- 4 in 5 consumers say that a video showing how a product or service works is important.
Video marketing is therefore a positive marketing strategy because video can evoke emotions and create memorable moments that build lasting brands. But once a business has embarked on video marketing, to be successful it will need to know how to stand out.
For that, think of the subtitles, because their advantages are numerous.
Accessibility for deaf or hard of hearing viewers
Subtitles were originally developed to provide a better viewing experience for people who are deaf or hard of hearing. Time-synchronized text offers a vital alternative to the 360 million people with disabling hearing loss around the world. Subtitles allow these viewers to consume your video content, giving them easy access and simultaneously increasing your audience.
Increased video SEO
Adding captions complements the information you have already provided, such as the title and description of your video. This allows search engines to “read” your video content as text. These YouTube SEO techniques ensure that your content will rank higher for a given search term than content that does not offer captions at all.
The ranking of your video content in search engines is also influenced by its performance in terms of audience engagement. Better performance metrics, such as clicks, watch time, or bounce rate, will tell Google and YouTube that your video is of high quality. In turn, it will be ranked higher for the appropriate search terms.
Better user experience
Closed captions make your video content much more searchable. Not only can search engines crawl your content and drive traffic to your site, but visitors to your site can find the videos they are looking for. Interactive transcription allows users to search for keywords in the transcript and see wherever that keyword appears.
Improved average viewing time
Captions grab and hold the attention of your audience, people are more likely to watch your video to the end if they have the option to turn captions on.
To keep your content competitive, you need to continually improve it, while keeping the needs of your audience first. If video content is part of your marketing strategy, and it should be, then you should think about captioning your video content properly.