Today, the marketing landscape is heavily influenced by video: consumers are seeking and watching video more than ever before. That’s why YouTube is constantly innovating and just optimized the subtitles of videos to meet the strong demand. The platform is rolling out a series of updates to make content more accessible, most notably with automatic live subtitles across all channels…
A facility available to all…
… even for less than 1,000 customers
All YouTube creators can now enable automatic captions for live broadcasts to make them more accessible. This facility was earlier available only for channels with 1000 or more subscribers.
… in 13 different languages
At this time, automatic live captions are only available for live broadcasts in English. However, the company has announced plans to expand the functionality to all 13 supported auto-caption languages in the coming months. French, Dutch, German, Indonesian, Italian, Japanese, Korean, Portuguese, Russian, Spanish, Turkish and Vietnamese are some of these supported languages.
… with audio description
YouTube will also introduce audio descriptions for visually impaired users in the coming quarters. As the name suggests, this futuristic feature will help visually impaired people understand what is happening on video via voiceover text. So it’s the same principle as Facebook’s automatic alternative text.
… on mobile
Additionally, YouTube is announcing that it will be rolling out automatic subtitle translation in supported languages on Android and iOS later this year. The company also plans to begin testing the ability to search for caption transcripts on mobile to help users find specific keywords.
Why Optimize Your Videos with Closed Captioning?
According to a study done by Animoto on corporate video:
- 4 times more consumers prefer to watch a video about a product than to read a text about it.
- 1 in 4 consumers lose interest in a business if it doesn’t have video.
- Customers are about 50% more likely to read email newsletters that include links to videos.
- 4 out of 5 consumers say a video showing how a product or service works is important.
That’s why video marketing is a positive marketing strategy because video can evoke emotion and create memorable moments that create lasting brands. But once a business gets into video marketing, it needs to know how to stand out in order to be successful.
For that, think about subtitles, as they have many benefits.
Accessibility for deaf or hard of hearing audience
Subtitles were originally developed to provide a better viewing experience for people who are deaf or hard of hearing. Time-synchronized text provides an important alternative to the 360 million people with disabling hearing loss worldwide. Subtitles allow these viewers to consume your video content, giving them easy access as well as increasing your audience.
Enhanced Video SEO
Adding a caption completes the information you’ve 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 provide captions at all.
Your video content’s ranking in search engines is also affected by its performance in terms of audience engagement. Enhanced 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 suitable search terms.
better user experience
Closed captions make your video content more discoverable. Not only can search engines crawl your content and drive traffic to your site, but visitors to your site can find the videos they’re looking for. An interactive transcription allows users to search for keywords in the transcript and wherever that keyword appears.
better average viewing time
Closed captions grab the attention of your audience, so people are more likely to watch your video till the end if they have the option to turn on closed captions.
To keep your content competitive, you must first continually improve it keeping in mind the needs of your audience. If video content is part of your marketing strategy, and it should be, then you should think about properly captioning your video content.